United Waterways expands its White Label offering
United Waterways, a European leader in White Label ship management, is taking a new strategic step by extending its river cruise expertise to the open sea.
Following the success of its river cruise projects, the Swiss company has designed new coastal and expedition cruise ships through its subsidiary Ocean Advice, with the signing of a framework agreement for eight additional vessels and the first delivery scheduled for 2028. This initiative confirms the group’s ability to innovate and respond to the needs of international B2B partners.
Ship rendering
The idea behind the project is to bring to the seas the same welcoming, destination-focused atmosphere that has made United Waterways’ river cruises so renowned. The new ships will offer an experience similar to that of river cruising, with comfort, intimacy, and attention to detail typical of small vessels, while still accommodating up to 260 guests on the coastal ships and 186 on the expedition ships. Thanks to their compact size, they will be able to access smaller ports and hidden bays along the coast, allowing guests to enjoy exclusive itineraries unreachable by rivers or large ocean-going ships.
The ships will be built at the China Merchants Heavy Industry (Jiangsu) shipyard, with design and technology sourced from Europe and the United States, integrated with advanced Chinese expertise in electrification. All vessels will be hybrid, designed to meet stringent sustainability standards for their operating areas and aligned with the European Union’s 2050 targets. Mathias Kracht, Managing Director of Ocean Advice, emphasized that the White Label platform represents a natural evolution for river cruise partners seeking to expand their offerings to the ocean, while preserving a philosophy of mindful, destination-oriented travel.
United Waterways CEO Sascha Gill highlighted that the group secured B2B partners to allocate and contract the new ships in just six months, confirming the strong demand for sustainable and innovative tonnage. Three of the eight planned units have already been reserved, underscoring a rapidly growing and highly competitive market.
United Waterways benefits from a well-established portfolio of prestigious brands, including KD Floating Venues, Oceandiva, WEIßE FLOTTE SACHSEN, Thames Luxury Charters, STARLING FLEET, Feenstra Riviercruises, and the River Advice Group’s services across European waterways. Ocean Advice manages passenger vessels on oceans worldwide, further strengthening the group’s expertise across both inland waterways and open seas.
Robert Straubhaar
Dr. Sascha Gill
Robert Straubhaar, founder of United Waterways, also drew on his experience in managing one of the world’s largest expedition fleets, emphasizing that the new project pursues the same goals, but with a sustainable approach. Straubhaar highlighted that the journey continues, but this time in a sustainable way, so that future generations can also enjoy the beauty of rivers and coastlines.
The announcement of eight new ocean-going White Label vessels and the delivery of the first unit scheduled for 2028 represents a decisive step for United Waterways. By expanding its expertise from rivers to the ocean, the group strengthens its leadership in the small-scale B2B cruise market, combining sustainability, hybrid technology, exclusive itineraries, and high-level hospitality. This new generation of ships promises to deliver unique and responsible experiences, reaffirming United Waterways’ commitment to innovation and to promoting mindful travel in all its forms.
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