Travel XRay™Travel XRay™ is the first major tourism segmentation system that combines behavioural, attitudinal and demographic data. Travel XRay™ is the result of two years joint research and development by Consumerdata and Arkenford. For further information or if you have any queries please contact:
Arkenford Ltd
Consumerdata Ltd |
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The 30 XRay™ SegmentsTravel XRay™ consists of 30 different segments, which can be summarised into seven Groups.
The table here shows the names and relationships of the Groups and Segments and gives the percentage of the population that each segment accounts for.
It is worth noting that unlike some segmentations the Segments are of fairly comparable sizes. The smallest segment is ‘Go Now, Thrill Seekers’ who represent some 1.2% of the population and the largest are the ‘Orderly, Variety Seekers’ who amount to some 8.2%.
This means that no group is so small as to be so rare that they are too difficult to identify or work with, and just as importantly even the larger groups are not so dominant as to be cumbersome to work with and too generalised to target effectively.
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