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
Mount Manor House
16 The Mount
Guildford
GU2 4HS

Tel: +44 (0) 1483 510 310
eMail : info@arkenford.co.uk

Consumerdata Ltd
Dorset House
Regent Park
297 Kingston Road
Leatherhead
KT22 7PL

Tel: +44 (0) 01372 824 520
eMail : info@travelxray.co.uk

The Budgeters

Group
Budgeters	15.6%	Many, but not all, are cash constrained. However, they are risk adverse and so prefer the familiar. Tend to live in rented and terraced housing. Heavier TV viewing, reading the mass market tabloids, lighter users of the web.
Segment	% of Pop'n	General Description	Key Regions	Holidays	Income Index
4. Constrained Budgeters	4.7%	Life can get tough for quite a few of these households. This segment contains a large number of under 19’s and many young families and lone parents, often living in quite crowded conditions, with children. Many are less educated, and have poor job prospects and difficult life circumstances. They are usually on limited or state incomes, yet they still spend on items like their main holiday each year. Life's constraints mean they are keen to plan ahead and get the early bargains, but they are more comfortable using traditional channels than the internet. These same constraints also mean they tend to stick to the familiar. To them change means risk and stress.	North East, North West and Scotland	Book in advance. Use travel agents. Prefer self catering options.	85
8. Staid Budgeters	2.7%	A real mixture of ages and life stages these households share a measured approach to life. However they do like to be active and busy. They are planners and budgeters by nature rather than through any pressing necessity. On the whole they tend to be very slow to spend and will often choose low cost or free activities. In many ways they are Mr Average but they are more likely to be ‘older’, if not in actual age then in their thinking and approach. They may be quite risk adverse, preferring to stick with the tried and trusted, and to repeat past successes.	Throughout the country	Book in advance. Like active / busy holidays.	97
21. Optimising Budgeters	2.5%	This segment is made up of a mixed set of households many of whom live in terraced and council accommodation. They often have less skilled occupations, and find themselves facing higher unemployment and inactivity rates. This segment has are more single parents than average. However, they tend to have good family and friendship bonds. They are active and keen to get the most out of their leisure time and their discretionary spend from their modest incomes. To do this they plan ahead do what they can for themselves and look for the best deals.	Scotland and the North East	Book in advance. Active but on a budget.	94
25. Active Budgeters	5.8%	High proportions of these households are living in modest terraced or semi detached homes, often under slightly crowded conditions. Their housing is more likely than average to be a social rented property. Many of this segment will have few formal qualifications and work is usaully in skilled and semi skilled trades. They like to be occupied and are more active than many, but they are more likely to stick with the familiar than to spend hard earned money on the untried .	North East, North West and Yorks	Book a little later. Enjoy the beach. Repeat visitors	85