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 Carefree

Group
Carefree	11.7%	Well educated and affluent, of mixed life stages. They like things that are active and stimulating. Home ranges from rented apartments in town to rural detached homes. Light TV viewers, broadsheet readers, with higher internet usage.
Segment	% of Pop'n	General Description	Key Regions	Holidays	Income Index
3. Life's for Living Carefrees	5.9%	This is the most affluent set of households in the country and as many of are post children households that own their own homes outright they also have very high disposable income. (Very Rural?) They are well educated, hold good jobs and more than any other group are likely to be small employees or self employed professionals. They like their leisure time to stimulate them either in mind or body and to refresh them. For them a change is as good as a rest, so they are likely to get away throughout the year often for short periods.	South East, East England and South West	Frequent holidays taken year round. Will go to variety of places.	116
16. Work Hard, Play Hard Carefrees	3.1%	Many of these households include busy, technology loving professionals and managers living in larger often detached properties in more rural locations. They like to plan ahead and are of all our groups the ones most likely to use the internet to gather information and buy online. They don’t take a lot of leisure time, but when they do they are more likely than others to choose out of the ordinary options in far away places.	South West, South East and West Mids	Enjoy lots of short breaks, often booking late / taking spontaneous trips	118
18. Go For It Carefrees	2.7%	These households tend to be young people, single and enjoying life in crowded urban centres. Very often single people (61%!) in their first job or still university students. The vast majority are living in flats many in rented and/or shared accommodation. This is the most highly educated set of households in the country, they are living active urban lives enjoying their work and play. They ‘Do’ lots online, are ready to spend what they earn and ready to try out new ideas. They will be more likely than many other households to choose active and interesting options rather than passive ones.	London	Well travelled. This group take lots of breaks to variety of destinations.	114