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 Reliables
 |
|
|
|
|
|
| 10. By The Book Reliables |
2.9% |
These households are for the most part comfortably off if not affluent. They tend to live in more rural
residential environments with a fair proportion living in large detached and semi detached properties.
However, they are very moderate in their behaviour, sharing a common approach to planning. They do not need to know what they are going to
do a long time in advance, but neither are they spontaneous, they are just organised. |
East England and South East |
Lots of short breaks, booked late. Try new places. |
107 |
| 12. Middle of the Road Reliables |
3.2% |
These are often young families, singles and students, living in smaller rented flats or terraced accommodation.
They are more ‘mainstream’ than other young groups, with a higher propotion of graduates and young professionals.
They tend to make very standard product and service choices. Average TV viewing habits and mostly listening to mainstream music radio. |
London, South East and Scotland |
Short self catering breaks. Seek relaxation / beaches. |
100 |
| 14. Third Age Reliables |
3.3% |
These households are often older, and as a group they have the second highest incidence of pensioner
households in the country. They live in mixed residential environments predominantly in detached and semi-detached homes.
They are very much part of the mass market, moderate in most of their ways.
They have more time on their hands than many other groups, especially the older households, and like to take things easy and
to have things done for them. |
Throughout the country |
Book 2 week holidays late. Like new destinations. |
97 |
| 19. Middle Age Reliables |
5.4% |
This segment is largely made up of established working families, living in detached and semi detached
houses, with many having paid off their mortgage. Mostly they are working in intermediate supervisory and clerical positions.
They watch the BBC and read the Express, in many respects a true picture of stability.
They like their leisure time but look for value. They are not likely to pick expensive, exotic or cutting edge products or
services preferring the tried, tested and familiar options that they are confident in. |
Wales, East Mids and East England |
Relaxation is key... Look for a sunny beach holiday. |
99 |
| 26. Mainstream Reliables |
4.0% |
Mr and Mrs average, they may have very slightly lower income than average, but otherwise these households
are fairly close to the national average in almost every socio-economic measure available to us.
They are very mass market in their choices, making safe choices on familiar and trusted brands. They follow the crowd and are happy to
repeat what they know, and in many respects they are the crowd. |
Wales and South West |
A loyal group, they stick to what they know and like. |
96 |
| 27. Struggling Reliables |
1.9% |
Young, poor families and singles. Often living in high density, overcrowded and poor housing conditions
mostly flats and terraces.
Members of this group endure long term unemployment and low socio-economic status, and low educational levels. Many are lone parents
and households with young children, living in shared and social rented property, and non white households.
This segment are less likely to plan ahead and may well spend ahead of their means on snap choices. |
London and West Mids |
Book late for best deals. Take short breaks up to a week long. |
91 |
|
