There was a time when the river cruise segment was dominated by boomers and empty nesters. However, with finances improving and also changing trends in consumer behavior, the 36- to 45-year-old age group is the leading demographic segment in the river cruise category now. Is it possible then, that their work commitments are changing the average length of river cruising? In 2023, 42% of the advisors said that their clients booked river cruise vacations of more than a week. That share has dropped to 33% in the current Outlook. This is not a reflection on vacation spends (that has gone up, as we will see later). Reports are suggesting that many Americans are now looking at shorter, but more frequent, vacations. In addition, many river cruisers are also combining land vacations pre- and post- their vacations, which may result in shorter cruise vacations. AVERAGE LENGTH OF RIVER CRUISE, SHARE (%) TRENDS IN RIVER CRUISE 2024 31% 41% 40% 38% 30% 33% 30% 45% 30% 35% 33%(42% in 2023) 69% 59% 60% 63% 70% 67% 70% 55% 70% 65% 67%(58% in 2023) U.S. Canada Up to 5 years 6-10 years 11-20 years 20-30 years 30+ years 18-44 45-64 65+ Total Location Years in Business Advisor's Age More than 1 week Up to 1 week CHART 2 | 13