Uniworld Boutique River Cruises has scrapped its U by Uniworld product and will “focus entirely” on the luxury market.

The line introduced the product, aimed at travellers aged between 21 and 45, in 2017, with the first sailing departing in the October of that year.

However, the line’s president and chief executive Ellen Bettridge has confirmed the brand “never bounced back” after the pandemic, and the two ships dedicated to its sailings – The A and The B (pictured) – have both been sold.

“We want to focus on what we do best which is our luxury product,” said Bettridge. “We’ve sold both our U by Uniworld ships to a German company.

“Post-Covid we thought we should spend all our time honing in on the luxury market and that is what we are doing.”