Travel behaviour market segmentations have become a popular method of identifyingdiferent types of car users, bicyclists or public transport users. However, while previousstudies have looked at diferent types of users within single modes, such as the car,little research has explored the existence of traveller types transcending modes. The studypresented here is an extension of an earlier segmentation study that distinguished travellersbased on their individual preferences, yet did so independent of their current modechoice. The data came from a travel survey at a middle-sized UK university and were analysedusing a combination of hierarchical and iterative partitioning methods. Crucially,however, the current study uses a diferent theoretical framework to previous segmentationresearch—goal framing theory—which may more adequately explain the fndings thanmodels used in the past such as the theory of planned behaviour. The fndings supportedearlier work, suggesting the presence of seemingly stable traveller types that cut acrossmodes and can be distinguished based on gain, hedonic and normative goals. This hasimportant implications for policies aimed at encouraging mode change which may havebeen too preoccupied with changing people’s attitudes rather than paying attention to people’sunderlying travel preferences.