Sven-Olof Lindblad
Analyst
Yes, Sven here. I think it's a combination of both. I mean, somebody obviously got ahold of a spreadsheet at a certain point and said, "Wow, this business looks like it has tremendous potential." Because when you think about it, the explosion of entries in the last 5 years is just -- is so many more ships than we ever imagined in this segment. So it's unprecedented.
So I think to be totally honest, I think what people have probably done is underestimated the complexity of expedition travel. You're going to remote areas. You have to understand geography. You have to have the right teams or else you're going to get into trouble. You have to have good, deep relationships with the people and the institutions in those countries, et cetera, et cetera, et cetera. So it's actually quite complicated.
The other thing is I think people maybe have underrated the intelligence of the audience in some instances, because the audience is very sophisticated that does this kind of thing. And they care deeply about quality. What is the quality of the staff, what is the quality of the experience, how well thought out are the itineraries, et cetera, et cetera, et cetera.
So -- and then brand, of course, as I mentioned earlier, is, I think, an important thing. I mean, obviously, our brand is very, very well known to a very, very small number of people. I mean -- because when we started this business, expedition travel was not a big category. But for people that have any interest in that category and that includes the trade, we are very well known in that regard. But obviously, National Geographic is a brand that everybody on the planet knows. And so the combination of the two creates something, I think, quite meaningful -- very, very meaningful, that helps those interested in expedition travel sort of migrate in our direction. Hope that answers your question.