Land tours are popular—more than 9 out of 10 advisors are selling land tours. However, the survey insights reveal that those with more experience, i.e. advisors with more than 20 years in the business, sell up to four times more tours than the newer entrants. A similar correlation is observed between the ICs and agencies, suggesting that many ICs are new to the business and therefore need more training and support. Reflecting this sentiment, one advisor said, “I am a new agent and am still building my business. Thus, not a lot of bookings.” Another advisor added, 10 | CHART 1 TRENDS IN LAND TOURS ADVISORS SELLING LAND TOURS NUMBER OF LAND TOURS SOLD, 2023 (MEAN) Up to $1m Total Annual Gross Bookings Business Description Years in Business More than $1m IC/Advisor Agency Upto 5 years 6 - 20 years More than 20 years We have been predominately cruises, but our land tour business is growing in 2024. NO 6% Yes 94% 32 22 56 23 47 12 28 45