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New research from Aurora Expeditions reveals that expert-led experience has overtaken destination as the primary decision driver. It is a shift that reflects a broader transformation in how discerning travellers are approaching exploration. In a survey of more than 700 expeditioners, 95.3 per cent of respondents rated the expertise of the expedition team as the most important factor when selecting an operator. Itinerary came second (94.2%), followed by small ship size (93.3%) and landing opportunities (92.9%).
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