One of the pioneers in the river cruise industry, Uniworld Boutique River Cruise Collection was founded in 1976 by Serbian entrepreneur Serba Ilich. The company was purchased by the Travel Corp. in 2004 and has since transformed itself into a luxury line with a fleet of 19 river cruise vessels in Europe, Asia and Egypt. In 2018 it introduced its U brand, with activities meant to entice younger cruisers. U will launch its third ship on the Mekong in 2019. The company is also focused on upgrading its fleet. This year it launched the renovated River Beatrice as a Super Ship with fewer and larger cabins and more dining options. A sixth Super Ship, the Bon Voyage, will launch in 2019.