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 Self Assured

Group
Self Assured	5.6%	From young to old, in rented flats to detached homes. They tend not to plan but do what they please, when the mood takes them. Some are less well off but others are quite comfortable. Light TV viewers, reading mid market tabloids or broadsheets, web users with high online spend.
Segment	% of Pop'n	General Description	Key Regions	Holidays	Income Index
5. Young Impulsive Self Assured	1.7%	A mixed group, of young, starter families and singles. Often living in dense, overcrowded conditions mostly flats and terraces. Some of these households are struggling with difficult economic and personal circumstances, although there are also better off professional households among the group. Despite these different backgrounds and aspirations what they share is their youth and spontaneity. The more affluent and educated among them making significant use of technology and the internet.	London	Book late and online. Take short breaks seeking sun and relaxation.	100
24. Free and Easy Self Assured	2.1%	This segment is made up of households containing many well educated professionals, senior and middle managers. Many are living in large to medium detached houses some of which have been divided into apartments or flats. There are higher than normal numbers of households with no children. Whether driven by temperament or by circumstances these households are very spontaneous in their choices, making good use of sources like the internet. Without children they make the most of their freedom, taking numerous holidays and breaks, usually traveling as couples, rather than in groups.	London, South East and South West	Like romantic weekend breaks, often going to cultured destinations.	115
28. Instant Repeats Self Assured	1.9%	This group have a very mixed backgrounds. They may be living in flats, but more commonly in semi-detached property. They maybe in rented council rented property, although the majority own their own homes. What this groups has in common is a tendency not to forward plan. Their choices appear spontaneous, but this may be in part because they tend to choose the familiar. They will tend to repeat choices they have made in the past rather than investigating alternatives and exploring the new.	London, Wales, South East and South West	Often holiday alone, booking last minute breaks.	98