This study reports a cluster analysis derived from the Leisure Motivation Scale of Beard and Ragheb as applied to a sample of 1,127 UK holidaymakers. In a pilot study of the full Scale the factors of the original research were replicated and an abbreviated version was then used to enable a gap analysis to be undertaken between items thought important and perceptions of the last holiday, while based on this a cluster analysis was undertaken. Clusters had different appreciations of holiday destination attributes.