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 Loyalists

Group
Loyalists	22.9%	Less well off, of mixed ages, they like the familiar and traditional. Often living in terraced or rented housing. They watch more TV than average, mostly read mass market tabloids, but have light web usage.
Segment	% of Pop'n	General Description	Key Regions	Holidays	Income Index
4. Conservative Loyalists	2.8%	Typically they are less well off families where money is tight. They are more likely to be in terraced and/or social rented houses. This segment is close to the national profile in terms of age, and are more likely to be in manual occupations and semi skilled trades. They are not adventurous in their product and service choices and when they can they plan well in advance looking for value for money.	Scotland and the North West	Book early. Like 2 week breaks to the beach. Seek relaxation.	94
6. Reticent Loyalists	3.3%	Mostly living in modest semi-detached and terraced property, quite a high proportion of it in the public rented sector. The vast majority have few qualifications and work in manual trades mostly as semi skilled or unskilled labour. They are very likely to choose familiar options and packaged goods and services. They will plan well in advance before making any major purchases.	North East and Scotland	Book through travel agents. Similar types of holiday taken.	87
7. Cautious Loyalists	4.7%	Older families with older children. Many are home owners living in smaller detached homes and semi detached property. They are often in skilled manual and clerical positions. They tend to be more traditional in their choices they are not generally that active but they still like a little variety though. They like to be organised and plan in advance.	East England and East Mids	Book in advance. Seek fun and beach holidays.	97
15. Planning Loyalists	3.6%	Less well-off, less educated skilled and semi skilled workers, typicaly living in semi-detached and terraced property, which is more likely than average to be social rented housing. These people may not have a lot of money to spend. However, they like to live within their means and so tend to plan well in advance. They will usually go for the safe and familiar options.	Wales and North East	Book in advance often out of season. Prefer short breaks.	92
17. Peaceful Loyalists	2.6%	These people are usually living in slightly crowded housing. This is often semi-detached and terraced property much of which will be rented. These are households with an age profile close to the national average, typicaly they have manual, skilled and semi-skilled occupations. These people tend to be conservative and fairly organised, so whilst their income is a little below average they do not usually have money problems.	North East and Yorks	Book in advance. Prefer self catering. Seek peace and relaxing.	96
30. Old School Loyalists	5.9%	The highest incidence of pensioner households in the country and most of those working are semi skilled or un-skilled labour though there are also those with more skilled trades. Low levels of education, with many having left school at early. Money for this group is tight and fewer than average will have cars or transport. Generally they are happy with mass market goods and services and tend to stick with the familiar.	North East, North West and Yorks	Book in advance through travel agents.	87