Catching Up with Uniworld’s Michelle Palma

Uniworld Boutique River Cruises has traditionally emphasized moderate growth. But a fresh infusion of investment money from Apollo, an equity company that purchased The Travel Corporation last year, will see the luxury cruise line add three newbuilds in a single year.  

“We can attribute that [the ship orders] to is our new ownership. Under the new ownership of Apollo Management, they’re interested in investing and growing our organization,” Michelle Palma, Uniworld’s executive vice president of sales, North America, told TMR.

While these ships don’t arrive until 2027, there’s plenty of excitement set for 2026 as well, when Uniworld celebrates 50 years in business, including the arrival of the all-new S.S. Emilie.

Despite all the big plans, Palma said the cruise line doesn’t have plans to take over the river cruise world.

“We’ve been very focused on moderate growth. We pride ourselves in being niche, on having a luxury boutique hotel environment, so we don’t want to grow and have 50 ships on the rivers,” she said while sitting in the Leopard Bar onboard the S.S. Maria Theresa at this year’s ASTA River Cruise Expo. “We know how strong our positioning is as a niche, luxury boutique river cruise.”

Part of the reason behind ordering three newbuilds – in addition to the S.S. Emilie, which debuts next year – is the cruise line’s goal to have its fleet comprise entirely Super Ships. Currently, in order to meet the surging demand for river cruising, Uniworld is leasing two ships from Riverside Luxury Cruises (both previous Crystal Cruises river ships).

By the end of 2027, both these ships will be back with Riverside and Uniworld’s entire fleet will be signature Ship Ships.

One of the newbuilds will sail on the Douro River, which Palma said has “been one of our hottest destinations.” It will be the second Douro River ship for Uniworld.

Another strong destination for Uniworld, and most of the river cruise lines, is France.

“I think part of that you can attribute to the Olympics, the excitement around the Paris Olympics,” she said, adding that still-growing world of wine aficionados is also contributing to the popularity of Bordeaux river itineraries.

Identifying the Uniworld Client

Within the luxury river cruise segment, Uniworld holds a unique spot with its ornate décor, tailed tuxedo-clad butlers, and friendly but formal service.

We asked Palma, who is the Uniworld client?

“I would say our clients are looking for an elevated level of service. We provide anticipatory service at a very high level,” she said.

Onboard its ships, Uniworld’s motto is “no request too large, no detail too small,” she added.

“I always say the crew are the cornerstone of our success. It’s really how they make the guests feel on board that has them coming back again and again.”

TMR stumped Palma when we asked her, who is not the Uniworld client? Though she didn’t answer the question, she did say Uniworld rarely attracts first-time cruisers. Almost all of Uniworld’s guests have been on either an ocean cruise or a river ship before (or both).

“Sometimes we get them as they evolve. They might start off with a Viking or an Avalon and then they come to Uniworld. But once they come to Uniworld, they don’t go back.”

Dependent on Travel Advisors

Most of those guests, even the ones that try Uniworld after a different river cruise, find the brand because their travel advisors recommended it. It’s what Uniworld depends on.

“They [advisors] are absolutely key,” Palma said. “We do not do direct to consumer marketing. We rely on travel advisors referring their clients to us as a brand.”

To ensure advisors feel comfortable and confident suggesting Uniworld, the brand has invested heavily in its sales team and training program – a 90-minute, go-at-your-own-place course.

“Our strategic account managers across North America are out there engaging with travel advisors all day. That’s their one mission, to develop stronger relationships and reinforce the partnerships that we have with all of our travel agency accounts and ICs and home-based advisors as well.”

Uniworld also supplies marketing help, particularly when the brand launches a new campaign.

“When we launch a campaign, we put together an entire sales toolkit so it gives them all of the resources and assets that they need to take that and share it with their clients as well,” Palma explained.

Additionally, she said, the line has “fantastic” travel advisor rates of up to 60% off. And, the line pays 18% commission across the board, regardless of what Host or consortium advisors belong to.

Make Travel Matter

TMR asked Palma a little bit about the advantages of being part of The Travel Corporation. She told us that the client base for most of TTC’s brands are the same, and that anyone who has been on an African Travel, Insight Vacations, Luxury Gold, or other TTC tour can save on a Uniworld river cruise – and vice versa.

She also spoke about TTC’s signature Make Travel Matter experiences, which are designed to help guests give back to the places they visit, whether on a land tour or a Uniworld river cruise.

“We’re up to 71% of our itineraries now include a Make Travel Matter experience… They love it because, particularly with our guests, they’re very well-traveled and they appreciate having the opportunity to give back to the communities in which we visit or to be part of an experience that gives them a unique insight into the people and the places that they’re visiting.,” Palma said.