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 Variety Seekers

Group
Variety Seekers	15.3%	Tendency to be qualified mid-management and professionals. They like things that are engaging, new or different. Often living in established family homes. Average TV viewing, broadsheet readers with high Online spend.
Segment	% of Pop'n	General Description	Key Regions	Holidays	Income Index
2. Exploring Variety Seekers	1.9%	These households contain many well qualified senior managers and professionals, successful people from all backgrounds living in detached houses or spacious apartments. They have money and will spend when motivated to do so. They have busy active lives both at work and play. They approach their decisions in a considered manner using online information and retail where appropriate but are ready to take snap decisions when the opportunity or need arises. Their most distinctive trait is their passion for exploring and experiencing the world they want to 'do and see' not just sit back and vegetate.	London, South East and South West	Frequent holidays taken. Like cultural short breaks. Book online	116
11. Travelling Variety Seekers	3.6%	These households are well established affluent professionals and managers. They live in large detached properties in more rural areas, the vast majority of which they own. Their children are often older of have even left home allowing them greater freedom and spending power. However they are not spendthrift, they have reasonably stable lives, able to plan well in advance and use this to find good value. More traditional in outlook they are looking for leisure opportunities throughout the year that are active, educational and engaging.	East and East Mids	Frequent holidays taken. Holiday in larger adult groups. Enjoy	108
13. Cultural Variety Seekers	1.7%	These households have the oldest profile of all in the segmentation. They live in well established, better-off and generally more rural residential areas. With many of the households being older they tend to have more time on their hands, and so like to plan things well in advance. However, they have not fallen into repetitive patterns of behaviour and are very keen to spend their time ‘usefully’ for example going to new places rather than familiar ones. They shun many mass market offers looking to do things that interest them personally. However they are quite traditional in their outlook and are careful how they spend both their time and money.	South West and East England	Take longer holidays. Enjoy cultural breaks all around Europe	105
20. Orderly Variety Seekers	8.2%	Mature established home owning middle class families, of moderate to good means. They are one of the groups least likely to have children in the household despite many being in that phase of their lives. They tend to take standard and possibly more traditional choices, and prefer to live life at a moderate pace. Where possible they like to plan well in advance if they can. Time is important to them, they are comfortable online, and happy to buy online rather than waste too much time in the shops.	East Mids, North West and Yorks	Will book well in advance. Enjoy longer holidays	104