1. California Tourism TGI Segmentation August 13th 2008

2. Agenda
Background
Segmentation Methodology
Pen Portraits
Media Habits
Holiday Behaviour
Next Steps
Appendix

3. Background
Black Diamond identified a need to undertake research in order to segment the Long Haul travel market
ævolve were asked by Black Diamond to suggest ways to approach this segmentation
ævolve were asked by Black Diamond to draw comparisons between their approach and the Mintel research project
We highlighted the pros and cons of 3 different segmentation approaches
We eventually went for the TGI route

4. Proposed solutions 3 proposed solutions
Off the shelf research tool – therefore no opportunity to shape questions used. Only limited holiday questions included
Bespoke projects therefore can ensure that questions are tailored to focus on holidays and cover the key requirements of CT

5. Segmentation Methodology

6. The ALR Market Segmentation Approach
BEHAVIOUR/NEEDS are derivative of attitudes, life-stage and resource
ATTITUDES: can be general and stable (values and beliefs) through to market specific and/or volatile (brand-disposition)
LIFESTAGE: covers marital status, presence of children, work status, age
RESOURCE: includes income, free-time, health, education, home ownership, gender
BEHAVIOUR
(needs)
RESOURCE
LIFESTAGE
ATTITUDES
ævolve believes that attitudinal segmentation is the best method to be able to predict consumer behaviour. Lifestage and resource are also drivers within segmentation.
We believe that Customer / consumer segmentation based on attitudes, life stage and resource (ALR) is key to effective marketing and marketing communications. ALR segmentation helps provide a consumer-centric orientation that allows more motivational marketing than product centric, transactional worldviews can deliver.
Whilst demographic differences exist between groups, segmenting people purely on demographic variables would result in groups with disparate behaviour, and positive results of communications to these groups would be more difficult to achieve.
The thinking behind our approach is that groups of people who think the same and share similar situations, are more likely to act in a similar manner.
Trait theory describes behaviour as being determined by where you stand on a set of trait such as extroversion/introversion. Well known personality type indicators such as Myers Briggs follow this way of thinking. However, on the other hand, Situationist will argue that people behave differently in different situations. If we assume two individuals are very ambitious, factors that may effect how they act on their ambitiousness will be their level of income, intelligence and also how old they are.
Our approach is an amalgamation of both schools of thought. Situational factors and attitudinal factors are used in unison to form a more complete picture of each individual.
ævolve believe that a segmentation including information on ALR would provide the best determinant of behaviour

7. Method All adults 15+ (48.1m) Adults 18+ Universe:
Aged 18+ and have taken long haul holiday in last/last but one holiday (6.6m, 14.3%)
Adults 18+
General Lifestyle
Aged 25 – 64 (75%, 112)
High social grade - AB (37%, 139), C1 (14%,115)
High Income - HH £35,164 vs. £27,873 (Adults18+)
Work Full-time (49%, 130)
Married – Married/ Live as Married (69%, 107)
Less likely to have children in HH (25%, 79)
Holiday
Slightly less holidays in GB – 1.65 vs (Adults18+)
More holidays abroad – 1.76 vs (Adults18+)
Spent more on last holiday - £1353 vs. £784 (Adults18+)
Key themes
More likely to
Like the idea of travelling abroad (90%, 136)
I try go somewhere different on holiday (56%, 143)
I prefer holidays off the beaten track (33%, 129)
On holiday I only want to eat,drink &sunbathe (22%, 123)
I like holidays where activities are organised (17%, 132)
Less likely
I like to go back to familiar places for holiday (33%, 91)
I would never think of taking a package holiday (16%, 95)
Key themes
Active, seeking challenge and adventure
Cultured / Career oriented / Ambitious
Prefer premium / quality products/services
Enjoy shopping and buying new products
Image conscious
Opinion leaders
Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd)
Source: TGI Jan – Dec 07

8. Method INPUTS OUTPUTS Base Variables used for cluster analysis e.g.
Aged 18+ and have taken long haul holiday in last/last but one holiday (6.6m)
Cultured Explorers
Silver Voyagers
Several holiday statements
Disillusioned Homebodies
Several lifestyle
statements
Aspirational Adventurers
e.g.
On holiday I only want to eat , drink and lie in the sun
I try to go somewhere different on holiday every time
I like holidays where activities are organised
I prefer holidays off the beaten track
I like to go back to familiar places for holiday
Seasoned Globetrotters
Household income
Holiday Escapists
Have children in HH / Do not have children in HH
We used the Cluster analysis tool using our universe and the variables listed above – this provided 8 varying segments
Premium Families
Relaxed Habituals
Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd)
Source: TGI Jan – Dec 07

9. Previous Segments
Baby Boomers - time and cash rich and looking for ‘experiences’ and have the time to dedicate to them.
Good Lifers - only want the very best. Interested in fines wines, foods, spas and hotels
Passionate Achievers - Use their holidays to indulge their passions; golf, ski, sailing, mountain biking and hiking
Experience Hunters - Need to see the sights, Golden Gate Bridge, Malibu, Beach, Palm Springs.  
Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd)
Source: TGI Jan – Dec 07

10. Segment Map – age vs. household income
Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd)
Source: TGI Jan – Dec 07

11. Segment Map - number of holidays vs. amount spent
Silver Voyagers and Cultured Explorers spend more time on holidays abroad than other segments.
Cultured Explorers are probably more cost effective and savvy when searching out holidays.
Silver Voyagers are more likely to prefer to holiday in comfort and willing to spend the extra.
It would suggest that Premium families take few holidays abroad but they are far more expensive due to the numbers of people taken
Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd)
Source: TGI Jan – Dec 07

12. Pen Portraits Cultured Explorers (1.04m) Silver Voyagers (0.78m)
Aspirational Adventurers
(0.74m)
Premium Families
(0.90m)
Disillusioned Homebodies
(1.00m)
Holiday Escapists
(0.63m)
Relaxed Habituals
(0.79m)
Seasoned Globetrotters
(0.71m)

13. Cultured Explorers Demographics
Even Male / Female Split
Low-mid age bias (25-44)
Mean Age = 43.3 years (av.=45.9)
Age vs. Income
Female
(48%, 94)
Male
(52%, 107)
Base%
Index
10%
18-24
17%
25-34
22%
35-44
19%
45-54
17%
55-64
AB Social Grade
Married but more likely to be Single
14%
65+
DE (5%, 43)
D/W/S (11%, 84)
AB (49%, 134)
Married
(60%, 87) 50
100
150
C2 (10%, 62)
Above average wealth
Mean hhld income = £39,094 (av.=£35.164)
Single (29%, 163)
C1 (35%, 103)
Base%
Index 8%
0-£10k
FT Work Status
Less likely to have kids
16%
£10k-£20k
N/W (9%, 66)
Child in HH (14%, 55)
Aged 0-1 (1%, 149)
Aged 1-4 (6%, 72)
Aged 5-9 (5%, 54)
Aged (6%, 42)
15%
£20k-£30k
FT (60%, 121)
14%
£30-£40k
Retired (19%, 89)
13%
£40k-£50k
20%
£50k+
PT (13%, 79) 50
100
150
Base: Cultured Explorers (427 unwtd, 1.04m wtd)
Source: TGI Jan – Dec 07

14. Cultured Explorers Key Themes
I like to be surrounded by different lifestyles (86%, 161)
I am interested in other cultures (89%, 153)
Adventure
I have a keen sense of adventure (91%, 168)
You should seize opportunities in life when they arise (97%, 116)
Seek Challenge
I like to pursue a life of challenge, novelty & change (85%, 192)
I would like to set up my own business one day (35%, 139)
Ambitious
I want to get to very top in my career (43%, 156)
I look on the my work I do as my career rather than just a job (59%, 142)
Premium / Quality
I have expensive tastes (45%, 139)
I go for premium rather than standard goods/ services (32%, 124)
Image Conscious
It is important to be attractive to the opposite sex (62%, 127)
I Like To Keep Up With The Latest Fashion (32%, 120)
Ethical
It is important that a company acts ethically (78%, 121)
Base: Cultured Explorers (427 unwtd, 1.04m wtd)
Source: TGI Jan – Dec 07

15. Cultured Explorers Holiday Attitudes
Base: Cultured Explorers (427 unwtd, 1.04m wtd)
Source: TGI Jan – Dec 07

16. Cultured Explorers Holiday Behaviour
Sources of Info*
Accommodation*
Above average number of holidays abroad
1.9 holidays a year (av.=1.76)
Three Or More (24%, 132)
Two (41%, 105)
One (34%, 81)
Below average cost of last holiday
£1,196* (av.= £1,353)
Less than £750 (43%, 120)*
£750 - £ (26%, 84)*
£ (29%, 92)*
The Internet (52%, 122)
Family/ Friends (25%, 145)
Been There Before (13%, 94)
Tour Op./Travel Co. (11%, 90)
Travel Agent shop (10%, 45)
Brochures (6%, 64)
Tourist Info. Centre (2%, 176)
Accommodation Provider (1%, 96)
TV Teletext Services (1%, 33)
Hotel (B&B) (23.2%, 145)
Friends/ Relations (18.4%, 112)
Rent Villa/Flat/Cottage/Chalet (17.7%, 135)
Hotel (Full/Half Board) (11.9%, 85)
Hotel (Room Only) (11.6%, 93)
Guest House/B&B (5.4%, 185)
Hotel (All Inclusive) (4%, 34)
Holiday Home/Time Share (3.5%, 86)
Tent (1.9%, 174)
Top Destinations*
Booking Method*
Type of Holiday*
Turkey (6.2%, 64)
France (5.6%, 132)
Italy (4.4%, 138)
Canada (4.3%, 108)
Malay./ Sing./Thai. (4.1%, 108)
USA
California & The West (3.4%, 132)
Florida (3.1%, 43)
Elsewhere in USA (13.4%, 131)
Own Travel/Acc. Arrangements (66%, 157)
Tour Operator - Package (11%, 76)
Travel Agent - Flight Only (9%, 75)
Travel Agent - Flight & Acc. (8%, 72)
Travel Agent - Package (6%, 31)
Travel Agent - Acc. Only (4%, 136)
Tour Operator - Flight Only (3%, 72)
City/Short Break (25%, 180)
Beach/ Resort (16%, 48)
Lakes & Mountains (10%, 247)
Multi- Country (4%, 136)
Cruise (3%, 71)
Watersports (3%, 366)
Skiing (2%, 212)
Boating Holiday (2%, 437)
Safari (2%, 134)
Disney World (Florida) (2%, 38)
* Figures above based on last holiday
Base: Cultured Explorers (427 unwtd, 1.04m wtd)
Source: TGI Jan – Dec 07

17. Silver Voyagers Demographics
Slight Female Bias
Older Age bias (45+)
Mean Age = 52.6 years (av.=45.9)
Age vs. Income
Female
(57%, 111)
Male
(43%, 89)
Base%
Index
10%
18-24
17%
25-34
22%
35-44
19%
45-54
Married
17%
55-64
ABC1 Social Grade
14%
65+
DE (12%, 98)
D/W/S (15%, 117)
AB (40%, 108)
Married
(78%, 113) 50
100
150
C2 (14%, 83)
Average wealth
Mean hhld income = £37,250 (av.=£35,164)
Single (6%, 36)
C1 (34%, 100)
Base%
Index 8%
0-£10k
Retired & FT Work Status
Less likely to have kids
16%
£10k-£20k
N/W (9%, 69)
Child in HH (6%, 25)
Aged 0-1 (3%, 304)
Aged 1-4 (4%, 45)
Aged 5-9 (1%, 8)
Aged (2%, 15)
15%
£20k-£30k
FT (42%, 86)
14%
£30-£40k
Retired (34%, 161)
13%
£40k-£50k
20%
£50k+
PT (15%, 90) 50
100
150
Base: Silver Voyagers (383 unwtd, 0.78m wtd)
Source: TGI Jan – Dec 07

18. Silver Voyagers Key Themes
Happy
I’m perfectly happy with my standard of living (82%, 121)
Patriotic
I buy goods produced in own country whenever I can (56%, 130)
Disagree – A single European currency would be good for Britain (62%, 119)
Reserved Outlook
Disagree - I have a keen sense of adventure (27%, 234)
Disagree - I like taking risks (77%, 175)
Financial Security
Stocks & shares too risky investment for me (35%, 140)
Finance - important to be well insured for everything (80%, 120)
Premium / Quality
I’m prepared to pay more for prods that make life easier (66%, 134)
I go for premium rather than standard goods/ services (35%, 134)
Home Loving
I get a good deal of pleasure from my garden (74%, 124)
I enjoy entertaining people at home (76%, 117)
Image & Health Conscious
I really enjoy shopping for clothes (46%, 123)
I always look for light/diet versions of food/ drink (39%, 121)
Base: Silver Voyagers (383 unwtd, 0.78m wtd)
Source: TGI Jan – Dec 07

19. Silver Voyagers Holiday Attitudes
Base: Silver Voyagers (383 unwtd, 0.78m wtd)
Source: TGI Jan – Dec 07

20. Silver Voyagers Holiday Behaviour
Sources of Info*
Accommodation*
Above average number of holidays abroad
1.91 holidays a year (av.=1.76)
Three Or More (25%, 137)
Two (40%, 103)
One (35%, 82)
Slightly above average cost of last holiday
£1,384* (av.= £1,353)
Less than £750 (31%, 86)*
£750 - £ (38%, 125)*
£ (29%, 94)*
The Internet (45%, 105)
Travel Agent shop (25%, 116)
Tour Op./Travel Co. (14%, 119)
Brochures (14%, 160)
Family/ Friends (12%, 69)
Been There Before (12%, 83)
Accommodation Provider (2%, 128)
Hotel (B&B) (18%, 110)
Hotel (All Inclusive) (15%, 132)
Friends/ Relations (15%, 89)
Hotel (Full/Half Board) (14%, 103)
Hotel (Room Only) (12%, 98)
Rent Villa/Flat/Cottage/Chalet (10%, 77)
Holiday Home/Time Share (2%, 60)
Caravan (2%, 127)
Guest House/B&B (2%, 62)
Top Destinations*
Booking Method*
Type of Holiday*
Turkey (10.4%, 108)
Egypt (10.1%, 164)
West Indies/Caribbean (7.7%, 118)
Australia/ New Zealand (6.4%, 137)
Elsewhere In Africa (6.3%, 134)
USA
California & The West (3.3%, 131)
Florida (3.5%, 48)
Elsewhere in USA (12.1%, 118)
Own Travel/Acc. Arrangements (30%, 72)
Travel Agent - Package (27%, 133)
Tour Operator - Package (18%, 130)
Travel Agent - Flight & Acc. (14%, 121)
Travel Agent - Flight Only (11%, 89)
Tour Operator - Flight Only (4%, 82)
Travel Agent - Acc. Only (2%, 56)
Beach/ Resort (38%, 114)
City/Short Break (11%, 77)
Cruise (8%, 201)
Lakes & Mountains (6%, 140)
Multi- Country (2%, 84)
Disney World (Florida) (2%, 46)
Coach Tour (2%, 89)
Golfing (1%, 237)
* Figures above based on last holiday
Base: Silver Voyagers (383 unwtd, 0.78m wtd)
Source: TGI Jan – Dec 07

21. Premium Families Demographics
Even Male / Female Split
Younger bias (25-54)
Mean Age = 38.9 years (av.=45.9)
Age vs. Income
Female
(54%, 106)
Male
(46%, 94)
Base%
Index
10%
18-24
17%
25-34
22%
35-44
19%
45-54
Married
17%
55-64
AB & DE Bias Social Grade
14%
65+
DE (15%, 116)
D/W/S (6%, 43)
AB (39%, 105)
Married
(83%, 120) 50
100
150
C2 (14%, 84)
Higher than average wealth
Mean hhld income = £39,067 (av.=£35,164)
Single (12%, 65)
C1 (33%, 97)
Base%
Index 8%
0-£10k
FT & PT Work Status
Have kids in household
16%
£10k-£20k
N/W (12%, 190)
Child in HH (100%, 402)
Aged 0-1 (1%, 114)
Aged 1-4 (28%, 336)
Aged 5-9 (39%, 420)
Aged (64%, 447)
15%
£20k-£30k
FT (37%, 104)
14%
£30-£40k
Retired (31%, 10)
13%
£40k-£50k
20%
£50k+
PT (19%, 127) 50
100
150
Base: Premium Families (381 unwtd, 0.90m wtd)
Source: TGI Jan – Dec 07

22. Premium Families Key Themes
Family focused
I find it difficult to say no to my kids (39%, 155)
My family is more import to me than my career (91%, 114)
Time Poor
I don't have time to spend preparing & cooking food (23%, 122)
Not enough hours in the day to do everything (69%, 114)
Budget conscious
Shopping - when doing h/h shopping I budget for every penny (22%, 129)
Value Seeking
Disagree - It's worth paying extra for quality goods (9%, 158)
Disagree – I’m prepared to pay more for prods that make life easier (17%, 117)
Brand Switching
Disagree - When I find a brand I like I tend to stick to it (13%, 129)
I'm tempted to buy prods I've seen advertised (30%, 124)
Image conscious
I spend a lot on clothes (25%, 129)
I like to keep up with the latest fashion (31%, 113)
Not cultured
Disagree - I am interested in other cultures (21%, 151)
Base: Premium Families (381 unwtd, 0.90m wtd)
Source: TGI Jan – Dec 07

23. Premium Families Holiday Attitudes
Base: Premium Families (381 unwtd, 0.90m wtd)
Source: TGI Jan – Dec 07

24. Premium Families Holiday Behaviour
Sources of Info*
Accommodation*
Below average number of holidays abroad
1.6 holidays a year (av.=1.76)
Three Or More (10%, 55)
Two (40%, 101)
One (50%, 119)
High average cost of last holiday
£1,640* (av.= £1,353)
Less than £750 (25%, 69)*
£750 - £ (29%, 94)*
£ (45%, 145)*
The Internet (41%, 96)
Travel Agent shop (37%, 174)
Family/ Friends (18%, 103)
Been There Before (15%, 106)
Brochures (10%, 119)
Tour Op./Travel Co. (10%, 87)
Accommodation Provider (2%, 147)
TV Teletext Services (2%, 86)
Hotel (Room Only) (19%, 151)
Rent Villa/Flat/Cottage/Chalet (16%, 124)
Friends/ Relations (16%, 95)
Hotel (All Inclusive) (15%, 133)
Hotel (Full/Half Board) (13%, 96)
Hotel (B&B) (10%, 61)
Holiday Home/Time Share (5%, 115)
Caravan (2%, 122)
Top Destinations*
Booking Method*
Type of Holiday*
Turkey (13.5%, 141)
West Indies/Caribbean (6.4%, 99)
Egypt (5.4%, 88)
Other Asia (5%, 137)
Morocco/ Tunisia (4.2%, 111)
USA
California & The West (3.1%, 122)
Florida (11.2%, 155)
Elsewhere in USA (5.8%, 56)
Own Travel/Acc. Arrangements (31%, 75)
Travel Agent - Package (29%, 144)
Travel Agent - Flight & Acc. (14%, 123)
Tour Operator - Package (13%, 94)
Travel Agent - Flight Only (10%, 86)
Tour Operator - Flight Only (6%, 133)
Travel Agent - Acc. Only (2%, 72)
Beach/ Resort (47%, 143)
Disney World (Florida) (12%, 236)
City/Short Break (12%, 85)
Lakes & Mountains (4%, 90)
Multi- Country (2%, 60)
Watersports (1%, 140)
* Figures above based on last holiday
Base: Premium Families (381 unwtd, 0.90m wtd)
Source: TGI Jan – Dec 07

25. Aspirational Adventurers Demographics
Even Male/Female Split
Younger age bias (18-34)
Mean Age = 40.5 years (av.=45.9)
Age vs. Income
Female
(48%, 89)
Male
(52%, 111)
Base%
Index
10%
18-24
17%
25-34
22%
35-44
19%
45-54
Single bias but most married
17%
55-64
C1C2 Social Grade
14%
65+
DE (8%, 66)
D/W/S (17%, 128)
AB (27%, 74)
Married
(59%, 85) 50
100
150
C2 (24%, 145)
Average wealth
Mean hhld income = £35,792 (av.=35,164)
Single (25%, 140)
C1 (40%, 119)
Base%
Index 8%
0-£10k
FT Work Status
Higher likelihood to have kids
16%
£10k-£20k
N/W (15%, 111)
Child in HH (29%, 118)
Aged 0-1 (2%, 208)
Aged 1-4 (11%, 129)
Aged 5-9 (11%, 121)
Aged (16%, 108)
15%
£20k-£30k
FT (59%, 119)
14%
£30-£40k
Retired (13%, 61)
13%
£40k-£50k
20%
£50k+
PT (14%, 84) 50
100
150
Base: Aspirational Adventurers (320 unwtd, 0.74m wtd)
Source: TGI Jan – Dec 07

26. Aspirational Adventurers Key Themes
Image Conscious
I like to stand out in a crowd (34%, 229)
I like to keep up with the latest fashion (57%, 210)
Ambitious
I am willing to sacrifice time with family in order to get ahead (36%, 255)
I want to get to very top in my career (53%, 194)
Approval Seeking
It's import my family thinks I'm doing well (60%, 155)
It's import to me to feel respected by my peers (87%, 121)
Premium / Quality
I have expensive tastes (67%, 205)
I go for premium rather than standard goods/ services (51%, 195)
Spend thrift
I tend to spend money without thinking (27%, 163)
I am no good at saving money (32%, 158)
Cultured
I like to be surrounded by different lifestyles (80%, 150)
I am interested in other cultures (80%, 136)
Ethical / Environmental
I never buy toiletries/ cosmetics tested on animals (50%, 127)
I’m prepared to pay more for environmentally friendly prods (52%, 126)
Base: Aspirational Adventurers (320 unwtd, 0.74m wtd)
Source: TGI Jan – Dec 07

27. Aspirational Adventurers Holiday Attitudes
Base: Aspirational Adventurers (320 unwtd, 0.74m wtd)
Source: TGI Jan – Dec 07

28. Aspirational Adventurers Holiday Behaviour
Sources of Info*
Accommodation*
Average number of holidays abroad
1.8 holidays a year (av.=1.76)
Three Or More (19%, 105)
Two (41%, 104)
One (40%, 94)
Average cost of last holiday
£1,377* (av.= £1,353)
Less than £750 (35%, 98)*
£750 - £ (30%, 100)*
£ (29%, 94)*
The Internet (49%, 114)
Travel Agent shop (24%, 112)
Family/ Friends (20%, 114)
Tour Op./Travel Co. (10%, 88)
Brochures (8%, 97)
Been There Before (7%, 47)
TV Teletext Services (5%, 237)
Tourist Info. Centre (3%, 235)
An Advertisement (2%, 199)
Friends/ Relations (19%, 114)
Hotel (B&B) (18%, 114)
Hotel (Room Only) (15%, 123)
Hotel (All Inclusive) (14%, 120)
Rent Villa/Flat/Cottage/Chalet (8%, 61)
Hotel (Full/Half Board) (7%, 52)
Holiday Home/Time Share (5%, 116)
Tent (3%, 231)
Top Destinations*
Booking Method*
Type of Holiday*
Egypt (10.8%, 175)
Turkey (10.7%, 111)
France (9.4%, 223)
West Indies/Caribbean (6.7%, 104)
Other Europe (6.3%, 217)
USA
California & The West (0.7%, 26)
Florida (7.7%, 107)
Elsewhere in USA (11.1%, 108)
Own Travel/Acc. Arrangements (39%, 93)
Travel Agent - Package (25%, 122)
Travel Agent - Flight Only (16%, 133)
Tour Operator - Package (15%, 109)
Travel Agent - Flight & Acc. (8%, 74)
Tour Operator - Flight Only (7%, 137)
Beach/ Resort (31%, 93)
City/Short Break (14%, 104)
Cruise (4%, 106)
Disney World (Florida) (3%, 62)
Multi- Country (3%, 93)
Lakes & Mountains (2%, 62)
Golfing (2%, 498)
Spas/ Health Spas (1%, 404)
* Figures above based on last holiday
Base: Aspirational Adventurers (320 unwtd, 0.74m wtd)
Source: TGI Jan – Dec 07

29. Relaxed Habituals Demographics
Even Male / Female Split
Older bias (55+)
Mean Age = 50.0 years (av.=45.9)
Age vs. Income
Female
(51%, 101)
Male
(49%, 99)
Base%
10%
18-24
17%
25-34
22%
35-44
19%
45-54
Married
17%
55-64
ABC1 Bias Social Grade
14%
65+
DE (13%, 102)
D/W/S (15%, 114)
AB (42%, 116)
Married
(74%, 107) 50
100
150
C2 (14%, 81)
Higher than average wealth
Mean hhld income = £39,480 (av.=£35,164)
Single (11%, 64)
C1 (31%, 92)
Base%
Index 8%
0-£10k
Retired & FT Work Status
Less likely to have kids
16%
£10k-£20k
N/W (11%, 80)
Child in HH (11%, 46)
Aged 0-1 (0%, 0)
Aged 1-4 (4%, 52)
Aged 5-9 (3%, 28)
Aged (6%, 44)
15%
£20k-£30k
FT (47%, 96)
14%
£30-£40k
Retired (29%, 137)
13%
£40k-£50k
20%
£50k+
PT (14%, 82) 50
100
150
Base: Relaxed Habituals (362 unwtd, 0.79 wtd)
Source: TGI Jan – Dec 07

30. Relaxed Habituals Key Themes
Home Loving
I like spending a lot of my free time at home (78%, 124)
I get a good deal of pleasure from my garden (72%, 121)
Moral & Judgemental
It’s import to do your duty than to live for enjoyment (39%, 139)
Disagree – I don't judge other people on way choose live life (9%, 124)
Traditional & Patriotic
A woman's place is in the home (7%, 120)
I buy goods produced in own country whenever I can (56%, 130)
Prefer Routine
I like to follow a well organised routine (64%, 124)
Premium / Quality
I go for premium rather than standard goods/ services (32%, 125)
I enjoy good quality things (90%, 119)
Seek Reassurance
I feel reassured using prods recommended by an expert (41%, 128)
I ask people advice before buying new things (53%, 123)
Ethical
It’s important that a company acts ethically (74%, 115)
I have not bought prods from company I disapprove of (44%, 115)
Base: Relaxed Habituals (362 unwtd, 0.79 wtd)
Source: TGI Jan – Dec 07

31. Relaxed Habituals Holiday Attitudes
Base: Relaxed Habituals (362 unwtd, 0.79 wtd)
Source: TGI Jan – Dec 07

32. Relaxed Habituals Holiday Behaviour
Sources of Info*
Accommodation*
Average number of holidays abroad
1.79 holidays a year (av.=1.76)
Three Or More (20%, 109)
Two (39%, 99)
One (41%, 97)
Low average cost of last holiday
£1,262* (av.= £1,353)
Less than £750 (40%, 109)*
£750 - £ (31%, 101)*
£ (27%, 88)*
The Internet (40%, 94)
Been There Before (27%, 190)
Family/ Friends (16%, 91)
Travel Agent shop (14%, 67)
Tour Op./Travel Co. (13%, 106)
Brochures (6%, 67)
Accommodation Provider (2%, 126)
An Advertisement (1%, 124)
Rent Villa/Flat/Cottage/Chalet (20%, 150)
Hotel (Full/Half Board) (17%, 121)
Friends/ Relations (17%, 100)
Hotel (B&B) (14%, 89)
Hotel (Room Only) (10%, 78)
Holiday Home/Time Share (8%, 190)
Hotel (All Inclusive) (5%, 46)
Guest House/B&B (5%, 178)
Caravan (2%, 112)
Top Destinations*
Booking Method*
Type of Holiday*
Turkey (11.3%, 117)
France (5.8%, 137)
Australia/ New Zealand (5.8%, 124)
West Indies/Caribbean (5.2%, 80)
Elsewhere In Africa (4.9%, 105)
USA
California & The West (1.6%, 64)
Florida (9.2%, 128)
Elsewhere in USA (13.4%, 131)
Own Travel/Acc. Arrangements (53%, 127)
Travel Agent - Flight Only (13%, 110)
Tour Operator - Package (12%, 87)
Travel Agent - Flight & Acc. (12%, 107)
Travel Agent - Package (11%, 56)
Tour Operator - Flight Only (3%, 58)
Beach/ Resort (39%, 117)
City/Short Break (16%, 114)
Disney World (Florida) (5%, 93)
Lakes & Mountains (4%, 99)
Multi- Country (4%, 128)
Safari (2%, 158)
Cruise (2%, 48)
Skiing (2%, 174)
Coach Tour (2%, 95)
Spas/ Health Spas (1%, 189)
* Figures above based on last holiday
Base: Relaxed Habituals (362 unwtd, 0.79 wtd)
Source: TGI Jan – Dec 07

33. Seasoned Globetrotters Demographics
Even Male/Female Split
Older age bias (55+)
Mean Age = 49.1 years (av.=45.9)
Age vs. Income
Female
(52%, 103)
Male
(48%, 97)
Base%
Index
10%
18-24
17%
25-34
22%
35-44
19%
45-54
Married
17%
55-64
AB & DE Bias Social Grade
14%
65+
DE (17%, 134)
D/W/S (12%, 90)
AB (39%, 107)
Married
(74%, 107) 50
100
150
C2 (13%, 76)
Below average wealth
Mean hhld income = £30,905 (av.=£35,164)
Single (14%, 81)
C1 (31%, 92)
Base%
Index 8%
0-£10k
Retired & PT Work Status
Less likely to have kids
16%
£10k-£20k
N/W (11%, 80)
Child in HH (15%, 61)
Aged 0-1 (0%, 29)
Aged 1-4 (6%, 71)
Aged 5-9 (7%, 80)
Aged (6%, 44)
15%
£20k-£30k
FT (40%, 81)
14%
£30-£40k
Retired (27%, 130)
13%
£40k-£50k
20%
£50k+
PT (22%, 136) 50
100
150
Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd)
Source: TGI Jan – Dec 07

34. Seasoned Globetrotters Key Themes
Budget conscious
I look for lowest possible prices when I go shopping (50%, 146)
When doing h/h shopping I budget for every penny (22%, 128)
Value Seeking
Disagree - I have expensive tastes (79%, 225)
Disagree - I go for premium rather than standard goods/ services (69%, 207)
Function before style
Disagree - It's import to me to look well dressed (19%, 179)
I buy clothes for comfort not for style (55%, 137)
Independent / Autonomous
Disagree - I prefer to work as part of team than work alone (21%, 147)
Disagree - It's import my family thinks I'm doing well (28%, 127)
Balanced
Job security more import than money (48%, 116)
How I spend my time is more import than money I make (75%, 111)
Cultured
I am interested in other cultures (73%, 126)
I like to be surrounded by different lifestyles (63%, 118)
Ethical
I buy fair trade prods when available (44%, 116)
It’s important that a company acts ethically (73%, 113)
Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd)
Source: TGI Jan – Dec 07

35. Seasoned Globetrotters Holiday Attitudes
Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd)
Source: TGI Jan – Dec 07

36. Seasoned Globetrotters Holiday Behaviour
Sources of Info*
Accommodation*
Above average number of holidays abroad
1.82 holidays a year (av.=1.76)
Three Or More (23%, 125)
Two (36%, 92)
One (41%, 96)
Slightly below average cost of last holiday
£1,327* (av.= £1,353)
Less than £750 (40%, 111)*
£750 - £ (28%, 92)*
£ (30%, 97)*
The Internet (41%, 95)
Travel Agent shop (19%, 89)
Family/ Friends (16%, 89)
Tour Op./Travel Co. (13%, 113)
Been There Before (11%, 79)
Brochures (8%, 93)
Accommodation Provider (2%, 140)
An Advertisement (1%, 138)
Friends/ Relations (19%, 114)
Hotel (Full/Half Board) (16%, 118)
Hotel (B&B) (15%, 93)
Rent Villa/Flat/Cottage/Chalet (14%, 107)
Hotel (All Inclusive) (12%, 105)
Hotel (Room Only) (9%, 71)
Guest House/B&B (3%, 87)
Holiday Home/Time Share (2%, 52)
Tent (2%, 165)
Top Destinations*
Booking Method*
Type of Holiday*
Australia/ New Zealand (10%, 212)
Elsewhere In Africa (7.6%, 161)
Canada (6.5%, 161)
Egypt (6.3%, 102)
Australia (6.3%, 195)
USA
California & The West (3%, 116)
Florida (5.1%, 70)
Elsewhere in USA (11.1%, 108)
Own Travel/Acc. Arrangements (45%, 107)
Travel Agent - Package (15%, 74)
Tour Operator - Package (15%, 105)
Travel Agent - Flight & Acc. (14%, 120)
Travel Agent - Flight Only (13%, 110)
Tour Operator - Flight Only (5%, 102)
Travel Agent - Acc. Only (3%, 97)
Beach/ Resort (27%, 82)
City/Short Break (14%, 101)
Cruise (6%, 150)
Coach Tour (4%, 251)
Disney World (Florida) (4%, 70)
Multi- Country (3%, 122)
Lakes & Mountains (3%, 78)
Safari (3%, 214)
Skiing (2%, 154)
Boating Holiday (1%, 202)
* Figures above based on last holiday
Base: Seasoned Globetrotters (379 unwtd, 0.71m wtd)
Source: TGI Jan – Dec 07

37. Summary with priorities
Cultured Explorers
Frequent, savvy travellers, premium tastes
CORE
Silver Voyagers
Frequent, cautious travellers, premium tastes
Premium Families
Family-driven – low frequency but high spend
Aspirational Adventurers
Unadventurous, medium frequency
Relaxed Habituals
Very habitual, premium taste but low frequency
Seasoned Globe Trotters
Frequent & adventurous, but budget conscious
Disillusioned Homebodies
Unadventurous, low frequency
Holiday Escapists
Very habitual, low spend & frequency

38. Media Habits

39. Media attitudes Cultured Explorers
“I expect advertising to be entertaining”
I think people rely too much on TV for relaxation
Newspaper supplements are really worth having
Growth in stations is diluting the quality of TV
I rely on newspapers to keep me informed
I think a lot of TV advertising is devious
Direct mail can change opinion of company/brand
Always choose my name not included mailing list
Listen to radio more intently when news on
I’m a regular cinema go-er
I listen to the radio everyday
I enjoy seeing films at cinema more than on TV
Rarely notice whether an event is sponsored or not
Am influenced by comment/reviews online by users
Often refer to internet before making a purchase
When need information 1st place look is internet
I often notice adverts on taxis
Well designed poster site improves urban landscape

40. Media consumption Cultured Explorers
NATIONAL PRESS (Index rank)
MAGAZINES (Index rank)
Financial Times
The Guardian
The Independent
Ind. On Sunday
The Times
Sunday Times
Vanity Fair
Holiday Which?
Time Out
Heritage Today GQ
Red
Likely to be Light or Non- commercial radio listeners
- Heavy/medium BBC radio
RADIO
PRESS
Online activities include: business info, using VOIP, gambling, share prices
ONLINE
Outdoor seen in last week:
Underground; inside taxis; at airport; at train stations
SPECIALLY CHOOSE TO WATCH
I DON’T WATCH IT
OUTDOOR
Grey’s Anatomy
Newsnight
C4 News
Panorama
South Bank Show
Peep Show
Sky Sports Cricket
Foyles War
Homes from Hell
Soap Awards
Charlotte Church
Kingdom
Coronation St TV
Favourite film genres:
Documentary, foreign language, thrillers, Sci Fi
CINEMA

41. Media attitudes Silver Voyagers
“Advertising helps me choose what I buy”
I am a TV addict
I would not change the newspaper I read
Growth in stations is diluting the quality of TV
Newspaper supplements are really worth having
Like idea having large selection TV channels
I rely on newspapers to keep me informed
I read a newspaper most days
I often go in for competitions in newspapers and mags
I listen to radio mainly for companionship
Listen to radio more intently when news on
When in the car I always listen to the radio
I listen to the radio everyday
Sponsoring Olympics gives companies a better image
I often notice adverts on the radio
I often notice adverts on taxis
Often refer to internet before making a purchase
When need information 1st place look is internet

42. Media consumption Silver Voyagers
NATIONAL PRESS (Index rank)
MAGAZINES (Index rank)
Financial Times
Daily Express
Daily Telegraph
Sunday Telegraph
Daily Mail
Mail on Sunday
Sunday Times
Delicious
Waitrose Food
Grazia
Saga magazine
Good H’keeping
Likely to be Medium/ Light commercial radio listeners
- Heavy/ medium BBC
RADIO
PRESS
Online activities include: researching holidays, newspaper sites, share prices, weather forecasts
ONLINE
Outdoor seen in last week:
Ads at airport; washroom panels; Underground; train stations
SPECIALLY CHOOSE TO WATCH
I DON’T WATCH IT
OUTDOOR
Trinny & Susannah
Kingdom
Foyles War
House
Grey’s Anatomy
Gordon Ramsey F
Sky Sports Cricket
Soap Awards
Charlotte Church
Homes from Hell
Peep Show
The Simpsons
Big Brother TV
Favourite film genres:
Action adventure, war films, Rom Com, thrillers
CINEMA

43. Holiday Behaviour

44. Holiday attitudes
Red = greater 120
Blue= less than 80

45. Sources of information

46. Sources of information by segment
Red = greater 120
Blue= less than 80

47. Advanced booking
53% book in 3 months

48. Advanced booking by segment
Red = greater 110
Blue= less than 90

49. How holiday was booked

50. How holiday was booked by segment
Red = greater 120
Blue= less than 80

51. Method used to book

52. Method used to book
Red = greater 120
Blue= less than 80

53. Who the holiday was booked with

54. Who the holiday was booked with by segment
Red = greater 120
Blue= less than 80

55. Type of holiday

56. Type of holiday by segment
Red = greater 120
Blue= less than 80

57. Next Steps Further discussion around Target selection
Appropriate messaging

58. Appendix Pen Portraits – Disillusioned Homebodies
Pen Portraits – Holiday Escapists
Segment Summary
The Segments – Holidaying abroad vs. in the UK
Crossover against previous segments

59. Disillusioned Homebodies Demographics
Slight Male Bias
Fairly even age spread
Mean Age = 43.8 years (av.45.9)
Age vs. Income
Female
(45%, 89)
Male
(55%, 111)
Base%
Index
10%
18-24
17%
25-34
22%
35-44
19%
45-54
Single bias but most married
17%
55-64
C1C2DE Social Grade
14%
65+
DE (14%, 109)
D/W/S (16%, 121)
AB (32%, 87)
Married
(57%, 82) 50
100
150
C2 (19%, 115)
Low wealth
Mean hhld income = £29,286 (av.=35,164)
Single (27%, 154)
C1 (35%, 104)
Base%
Index 8%
0-£10k
FT & NW Work Status
Less likely to have kids
16%
£10k-£20k
N/W (14%, 106)
Child in HH (4%, 17)
Aged 0-1 (0%, 0)
Aged 1-4 (1%, 13)
Aged 5-9 (1%, 8)
Aged (3%, 22)
15%
£20k-£30k
FT (51%, 104)
14%
£30-£40k
Retired (19%, 92)
13%
£40k-£50k
20%
£50k+
PT (16%, 95) 50
100
150
Base: Disillusioned Homebodies (430 unwtd, 1.00m wtd)
Source: TGI Jan – Dec 07

60. Disillusioned Homebodies Key Themes
Pessimistic / Fatalistic
There's little I can do to change my life (13%, 125)
Disagree - You should seize opportunities in life when they arise (2%, 144)
Materialism
Money is the best measure of success (13%, 114)
Spend thrift
I tend to spend money without thinking (19%, 116)
Out and about
Disagree - I like spending a lot of my free time at home (18%, 145)
Disagree - I enjoy entertaining people at home (13%, 124)
Eat on the go
We rarely sit down to meal together at home (15%, 113)
I often eat snack while on the move rather than meal (21%, 112)
Enjoy Drinking
The point of drinking is to get drunk (7%, 138)
I really enjoy going out to get drunk (13%, 127)
Not cultured
Disagree - I am interested in other cultures (22%, 160)
Disagree - I consider myself interested in the arts (35%, 111)
Base: Disillusioned Homebodies (430 unwtd, 1.00m wtd)
Source: TGI Jan – Dec 07

61. Disillusioned Homebodies Holiday Attitudes
Base: Disillusioned Homebodies (430 unwtd, 1.00m wtd)
Source: TGI Jan – Dec 07

62. Disillusioned Homebodies Holiday Behaviour
Sources of Info*
Accommodation*
Below average number of holidays abroad
1.62 holidays a year (av.=1.76)
Three Or More (13%, 73)
Two (36%, 91)
One (51%, 121)
Average cost of last holiday
£1,316* (av.= £1,353)
Less than £750 (37%, 102)*
£750 - £ (33%, 109)*
£ (28%, 90)*
The Internet (35%, 81)
Travel Agent shop (24%, 113)
Family/ Friends (16%, 89)
Been There Before (13%, 96)
Tour Op./Travel Co. (13%, 109)
Brochures (9%, 102)
TV Teletext Services (3%, 147)
Hotel (All Inclusive) (16%, 134)
Hotel (Full/Half Board) (15%, 109)
Hotel (B&B) (15%, 91)
Friends/ Relations (13%, 80)
Hotel (Room Only) (11%, 86)
Rent Villa/Flat/Cottage/Chalet (6%, 47)
Holiday Home/Time Share (4%, 107)
Guest House/B&B (4%, 141)
Caravan (2%, 100)
Top Destinations*
Booking Method*
Type of Holiday*
Turkey (9.4%, 98)
Egypt (6.4%, 104)
West Indies/Caribbean (10.9%, 169)
Australia/ New Zealand (3.2%, 69)
Elsewhere In Africa (3.1%, 66)
USA
California & The West (2.6%, 102)
Florida (7.4%, 103)
Elsewhere in USA (8.1%, 80)
Own Travel/Acc. Arrangements (33%, 78)
Travel Agent - Package (24%, 117)
Tour Operator - Package (14%, 102)
Travel Agent - Flight Only (14%, 115)
Travel Agent - Flight & Acc. (10%, 87)
Travel Agent - Acc. Only (7%, 240)
Tour Operator - Flight Only (6%, 131)
Beach/ Resort (34%, 104)
City/Short Break (8%, 61)
Cruise (6%, 131)
Disney World (Florida) (4%, 82)
Multi- Country (3%, 91)
Coach Tour (2%, 87)
* Figures above based on last holiday
Base: Disillusioned Homebodies (430 unwtd, 1.00m wtd)
Source: TGI Jan – Dec 07

63. Holiday Escapists Demographics
Slight Female Bias
Older age bias (45+)
Mean Age = 52.6 years (av.=45.9)
Age vs. Income
Female
(56%, 111)
Male
(44%, 89)
Base%
Index
10%
18-24
17%
25-34
22%
35-44
19%
45-54
Married & Div/Wid/Sep
17%
55-64
C2DE Bias Social Grade
14%
65+
DE (20%, 159)
D/W/S (16%, 120)
AB (19%, 51)
Married
(74%, 106) 50
100
150
C2 (31%, 182)
Below average wealth
Mean hhld income = £28,054 (av.£35,164)
Single (11%, 61)
C1 (30%, 90)
Base%
Index 8%
0-£10k
Retired & PT Work Status
Less likely to have kids
16%
£10k-£20k
N/W (12%, 90)
Child in HH (14%, 57)
Aged 0-1 (0%, 0)
Aged 1-4 (6%, 70)
Aged 5-9 (6%, 67)
Aged (7%, 50)
15%
£20k-£30k
FT (37%, 76)
14%
£30-£40k
Retired (31%, 149)
13%
£40k-£50k
20%
£50k+
PT (19%, 117) 50
100
150
Base: Holiday Escapists (343 unwtd, 0.63m wtd)
Source: TGI Jan – Dec 07

64. Holiday Escapists Key Themes
Pessimistic / Fatalistic
There's little I can do to change my life (16%, 151)
Disagree - I am an optimist (16%, 139)
Avoid responsibility
I don't want responsibility, I'd rather be told what to do (13%, 138)
Risk Averse
Disagree - I like taking risks (76%, 173)
Stocks & shares too risky investment for me (34%, 135)
Budget conscious
I look for lowest possible prices when I go shopping (41%, 119)
I always look for special offers (66%, 116)
Technophobes
Computers confuse me, I'll never get used to them (29%, 150)
Disagree - I love to buy new gadgets & appliances (48%, 137)
Function before style
I buy clothes for comfort not for style (59%, 147)
My car is only there to get me from 'a' to 'b' (49%, 115)
Home loving / Homebound
I prefer spend quiet evening at home than go out (56%, 115)
I like spending a lot of my free time at home (70%, 112)
Base: Holiday Escapists (343 unwtd, 0.63m wtd)
Source: TGI Jan – Dec 07

65. Holiday Escapists Holiday Attitudes
Base: Holiday Escapists (343 unwtd, 0.63m wtd)
Source: TGI Jan – Dec 07

66. Holiday Escapists Holiday Behaviour
Sources of Info*
Accommodation*
Below average number of holidays abroad
1.65 holidays a year (av.=1.76)
Three Or More (12%, 64)
Two (41%, 106)
One (47%, 110)
Slightly below average cost of last holiday
£1,330* (av.= £1,353)
Less than £750 (37%, 103)*
£750 - £ (30%, 99)*
£ (30%, 97)*
The Internet (40%, 93)
Travel Agent shop (18%, 84)
Family/ Friends (15%, 84)
Been There Before (15%, 103)
Tour Op./Travel Co. (10%, 88)
Brochures (9%, 106)
TV Teletext Services (3%, 125)
An Advertisement (2%, 157)
Hotel (Full/Half Board) (17%, 119)
Friends/ Relations (16%, 98)
Hotel (B&B) (14%, 89)
Hotel (All Inclusive) (12%, 107)
Rent Villa/Flat/Cottage/Chalet (12%, 94)
Hotel (Room Only) (12%, 96)
Caravan (5%, 284)
Holiday Home/Time Share (3%, 67)
Top Destinations*
Booking Method*
Type of Holiday*
Turkey (10.9%, 113)
Morocco/ Tunisia (6.4%, 169)
Spain - Canaries (5.6%, 222)
West Indies/Caribbean (5.4%, 84)
France (5.3%, 124)
USA
California & The West (2.2%, 88)
Florida (12%, 166)
Elsewhere in USA (6.5%, 64)
Own Travel/Acc. Arrangements (34%, 80)
Travel Agent - Package (29%, 143)
Tour Operator - Package (15%, 105)
Travel Agent - Flight & Acc. (12%, 106)
Travel Agent - Flight Only (10%, 88)
Tour Operator - Flight Only (4%, 79)
Beach/ Resort (36%, 108)
Disney World (Florida) (9%, 188)
City/Short Break (8%, 58)
Cruise (4%, 102)
Coach Tour (3%, 157)
Multi- Country (2%, 81)
* Figures above based on last holiday
Base: Holiday Escapists (343 unwtd, 0.63m wtd)
Source: TGI Jan – Dec 07

67. Holiday Types (by index)
Segment Summary
Segment
Demographics
Key Themes
Holiday Attitudes
Holiday Behaviour
Holiday Types (by index)
Cultured Explorers
Age 25-44, AB,
High Income, Work FT
Single/M, Low kids
Cultured, Adventure, Seek
Challenge, Ambitious, Premium /
Quality, Image Conscious, Ethical
Holidays off beaten track
Like travelling abroad
Never take package hol.
High average holidays
1.9 per year
Low average cost
£1,196
Lakes & Mountains, Safari, Multi-country, City/Short break, Watersports, Boating, Skiing
C&W (132), Florida (43), Else (131)
Silver Voyagers
Age 45+, ABC1,
Av.Income, Retire& Work FT
Married, no kids
Happy, Patriotic, Reserved
Outlook, Financial Security,
Premium / Quality, Home Loving,
Image & Health Conscious
Like organised activities
Go somewhere different
Eat, drink, lie in the sun
Would take package hol.
1.91 per year
Higher average cost
£1,384
Beach/ Resort, Cruise, Lakes & Mountains, Golfing
C&W (131), Florida (48), Else (118)
Disillusioned Homebodies
No age bias, C1C2DE
Low Income, Work FT
Single, no kids
Pessimistic / Fatalistic,
Materialism, Spend thrift, Out and
about, Eat on the Go, Enjoy
Drinking, Not cultured
Low average holidays
1.62 per year
Average cost
£1,316
Beach/ Resort, Cruise
C&W (102), Florida (103), Else (80)
Aspirational Adventurers
Age 18-34, C1C2
Av.Income, Work FT & NW
Single/Div/Sep, average kids
Image Conscious, Ambitious, Approval
Seeking, Premium / Quality, Spend thrift
Cultured, Ethical / Environmental
Go to familiar places
Above ave. holidays
1.8 per year
£1,377
City/Short break, Golfing, Spas/ Health Spas
C&W (26), Florida (107), Else (108)
Seasoned Globetrotters
Age 55+, AB & DE
Low income, Retired/ PT
Married, low kids
Budget conscious, Value Seeking, Function before style , Independent / Autonomous, Balanced, Cultured , Ethical
1.82 per year
Lower average cost
£1,327
City/Short break, Cruise, Multi-country, Coach Tour, Safari, Skiing, Boating
C&W (116), Florida (70), Else (108)
Holiday Escapists
Age 45+, C2DE
Low income, Retired/Work PT
Married/Div/Sep/Wid, low kids
Pessimistic/Fatalistic , Avoid responsibility, Risk Averse, Budget conscious, Technophobes, Function before style, Homeloving/Homebound
1.65 per year
£1,330
Disney World (Florida), Coach Tour, Beach Resort
C&W (88), Florida (166), Else (64)
Premium Families
Age 25-54, AB & DE
High Income, WorkFT/PT/NW
Married, all have kids
Family focused, Time Poor, Budget conscious, Value Seeking, Brand Switching, Image conscious, Not cultured
1.6 per year
High average cost
£1,640
Disney World (Florida), Beach Resort, Watersprts
C&W (122), Florida (155), Else (56)
Relaxed Habituals
Age 55+, ABC1
High Income, Work FT & Ret
Home Loving, Moral & Judgemental, Traditional & Patriotic , Prefer Routine, Premium/Quality, Reassurance, Ethical
Never take package hol.
Average holidays
£1,262
Beach/ Resort, City/Short break, Safari, Skiing, Multi-country
C&W (64), Florida (128), Else (131)

68. The Segments – Holidaying abroad vs. in the UK
GB holiday bias
This chart illustrates the amount of holiday time that is devoted by each segment
There is a correlation between number of holidays abroad vs. at home.
The premium families has a greater inclination to holidaying at home, perhaps due to family/children.
Holiday abroad bias
Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd)
Source: TGI Jan – Dec 07

69. Crossover against previous segments
12% of the total base are Baby Boomers
21% of Silver Voyagers are Baby Boomers, index=183
Some segments are more like the original segments than others
However, due to differences between in segmentation methodology there is fairly even distribution between the segments
Base: Aged 18+ and have taken long haul holiday in last/last but one holiday (3025 unwtd, 6.6m wtd)
Source: TGI Jan – Dec 07

70. California Tourism TGI Segmentation August 13th 2008