This article describes the use of a short, valid, reliable self-report scale to measure consumer innovativeness in a service industry context, thereby identifying the potential earliest buyers in a specific service-market category. Suitable for mail questionnaire or personal interview, this six-item, Likert-type scale enables marketers and researchers to identify these important consumers prior to introducing any specific service innovation. This study used a survey of 185 adult men and women to demonstrate how the scale performs by giving valuable insights into the travel services market