Profile segmentation in the CRM enables hoteliers to create targeted audiences for marketing, loyalty, and operational communications. Segments use guest profile and reservation data to define precise groups, and these segments are automatically refreshed daily to ensure they are always up-to-date.

To effectively use segmentation, it is important to understand how guest profiles are updated through:

The CRM serves as the source of truth for guest profiles, adhering to match, merge, and profile standards established during implementation.

There are two types of segments static and dynamic:

Static segments

Dynamic segments

Outlined below is how to view existing segments and creating a new segment.

Segment filters allow you to create targeted groups of guests based on profile data, reservation history, preferences, and survey responses. Understanding which filters are available, how they work, and which operators you can use with each filter helps you build precise segments for marketing campaigns, loyalty programs, and operational communications.

Segment filters use guest and reservation data to define which profiles belong in a segment. Each filter consists of:

Filters can be combined using AND/OR logic to create complex segment criteria.

Filters are organized into five categories based on the data they reference:

Date and datetime filters support four different entry modes:

The By Month mode simplifies month-based campaigns by filtering on the month portion of a date field while ignoring the year.

Special keywords provide shortcuts for common date ranges.

Operators determine how the filter compares your value to the data in the system.

Regular expressions (regexp) allow you to create complex pattern-matching filters for text fields. While regexp can be powerful, most common filtering needs can be met with simpler operators like contains, starts with, or like.

| Values ending with 567 | | \| | OR (either/or) | 90210\|90211 | Either 90210 or 90211 | | () | Grouping | ^(902\|310) | Starts with either 902 or 310 | | [0-9] | Any digit | [0-9]{5} | Any 5-digit number | | [a-z] | Any lowercase letter | [a-z]+ | One or more lowercase letters | | . | Any character | 9.2 | 902, 912, 922, etc. | | + | One or more | [0-9]+ | One or more digits | | * | Zero or more | [a-z]* | Zero or more lowercase letters | | ? | Zero or one | colou?r | Color or colour |

Fields with dropdown options automatically enable multi-select when you choose the including or excluding operator.

How it works:

Fields supporting multi-select:

Contact filters use guest profile data stored in the leads table.

Example: Address line one contains Main Street.

Example: Address line two contains Apartment.

Example: Age median greater than 35.

Example: Birthday equals By Month → December - Finds all profiles where birthdays are in the month of December.

Example: Birthday equals By Timeframe → birthday -7 days - Finds all profiles where birthdays are in 7 days.

Example: Bounced - Email equals YES.

Example: Campaign membership including, Summer Promotion 2024 - Finds all profiles who are attached to a specific campaign journey.

Example: City equals New York.

Example: Country including US, CA and MX.

Example: Date Added greater than or equal By Timeframe → -30 days.

Example: Date Last Active less than By Timeframe → -90 days.

The date last active field tracks when the profile record itself was last modified in the system. It is not a measure of guest engagement activity like email opens or website visits.

Date last active updates when:

Date last active does not update when:

Practical use cases:

Example: Deactive equals Active.

The Deactive filter refers to the Active status flag on a guest profile. This is a boolean field in the leads table that indicates whether a profile is active or deactivated.

A profile becomes deactivated when:

Practical use cases:

Device Brand

Example: Device Brand including Apple or Samsung.

Example: Device OS including iOS, Android finds all profiles who have accessed the system using iOS or Android devices.

Example: Device type including mobile or tablet finds all profiles who have accessed the system using mobile or tablet devices.

Example: Email ends with "@gmail.com"

Example: Email read including "Welcome Email" will bring back profiles for the parent email only if AB testing is in use where the email named "Welcome Email" has been flagged as a read status.

Example: Email Read including AB test variants "Welcome Email" will bring back profiles for the parent email and the AB test variants if AB testing is in use where the email named "Welcome Email" has been flagged as a read status.

Example: Email Sent including "Welcome Email" will bring back profiles for the parent email only if AB testing is in use where the email named "Welcome Email" has been sent to the profile.

Example: Email Read Count greater than 10.

Example: Email Sent Date greater than By Timeframe → -7 days finds all profiles who were sent an email within the last 7 days.

Example: Explicit Consent Date - Email greater than By Timeframe → -90 days finds all profiles who provided explicit email consent within the last 90 days.

Example: Explicit Consent Date - SMS greater than By Timeframe → -90 days finds all profiles who provided explicit SMS consent within the last 90 days.

Example: First Name Legal starts with "John".

Example: Gender equals Female.

Example: Implied Consent Expiration Date - Email less than By Timeframe → +30 days will bring back any profiles where the implied consent expiration date is in the next 30 days.

Example: Implied Consent Expiration Date - SMS less than By Timeframe → +30 days will bring back any profiles where the SMS implied consent expiration date is in the next 30 days.

Example: Is VIP equals Yes.

Example: Last name legal starts with "Smith".

Lifetime filters calculate totals from all completed reservations for the guest, regardless of when the profile was created. The system queries all reservations where:

Outlined below are the different types of lifetime filters available.

If historical reservation data was imported into the CRM before a profile was created, those reservations are included in lifetime totals. For example, if a guest had stays at your property ten years ago and their profile was only created last year, those ten year-old stays still count toward their lifetime totals.

Lifetime room nights calculates the sum of nights (DayOut - DayIn) across all completed stays.

Example: Lifetime spend non room greater than 1000

If historical reservation data was imported into the CRM before a profile was created, those reservations are included in lifetime totals.

Lifetime spend non room calculates the sum of non-room revenue such as food and beverage, spa, services, and other charges across all completed stays.

Example: Lifetime spend room only greater than 3000.

If historical reservation data was imported into the CRM before a profile was created, those reservations are included in lifetime totals.

Lifetime spend room only calculates the sum of room revenue across all completed stays.

Example: Lifetime spend total greater than 5000.

If historical reservation data was imported into the CRM before a profile was created, those reservations are included in lifetime totals.

Lifetime spend total calculates the sum of total charges across all completed stays including room revenue plus all other charges.

Example: Lifetime stays greater than five.

If historical reservation data was imported into the CRM before a profile was created, those reservations are included in lifetime totals.

Lifetime stays calculates the count of all completed, non-cancelled reservations.

Outlined below are loyalty filters giving the available filters and how to navigate them.

Example: Loyalty join date less than by timeframe such as less than one year.

Example: Loyalty member ID not empty.

Example: Loyalty member tier equals gold.

Example: Loyalty credit available balance greater than 5000.

Example: Loyalty credits expiring less than by timeframe to plus 60 days will bring back profiles who have loyalty credits that are expiring anytime in the next 60 days.

Outlined below are marketing filters giving the available filters and how to navigate them.

Example: Marketing consent, email equals true finds all profiles who have given explicit email marketing consent.

Example: Marketing consent, SMS equals true finds all profiles who have given explicit SMS marketing consent.

Example: Mobile contains "5551234" finds profiles with this number sequence regardless of formatting.

Example: Preferred language equals Spanish.

Example: Primary company contains Hotel Group finds profiles associated with companies containing this text.

Example: Region equals CA (California).

Example: Region equals QC (Quebec, Canada).

Example: Salutation equals Mrs finds all profiles with the salutation set to Mrs.

Example: Segment membership including VIP Guests will consider profiles that are in the segment named VIP Guests and include them.

Example: Segment membership excluding Guests with Future Bookings will exclude all profiles who are in the segment named Guests with Future Bookings.

Example: Tags including business traveler.

Example: Unsubscribed - Email equals no finds all profiles who have not unsubscribed from email communications.

Example: Unsubscribed - SMS equals no finds all profiles who have not unsubscribed from SMS communications.

Example: Visited URL contains "/special-offers"

Example: Visited URL Count greater than five finds all profiles who have visited website URLs more than five times.

There are three approaches to filter for multiple specific zip codes:

Option one: Pattern matching with like operator

Option two: Separate filters with OR logic

Option three: Regular expression this is most efficient for exact matches.

Understanding the regexp pattern:

Reservation filters use booking and stay data stored in the reservations table.

Example: Book time greater than by timeframe less then -30 days finds all profiles with reservations booked within the last 30 days.

Description: Compares the booking date to the guest's loyalty join date.

Example: Book time or loyalty join date greater than loyalty join date finds reservations booked after the guest joined the loyalty program.

Example: Channel code equals OTA.

Example: CRS confirmation number equals CRS123456 finds all profiles with this specific central reservation system confirmation number.

Example: Day in equals by timeframe → +7 days finds all profiles with reservations where the check-in date is 7 days from today.

Example: Day in or day of week including Friday, Saturday finds all profiles with reservations where the check-in date falls on a Friday or Saturday.

Description: Compares the check-in date to the guest's loyalty join date.

The day in or loyalty join date field compares a reservation's check-in date against the guest's loyalty program join date. The dropdown has only one option called loyalty join date because that is the fixed comparison target, the operators define the relationship.

Practical use cases:

Example: Day out equals by timeframe → today finds all profiles with reservations where the check-out date is today.

Example: Day out or day of week including Sunday, Monday finds all profiles with reservations where the check-out date falls on a Sunday or Monday.

Example: Days since last stay greater than 180.

Example: Group code equals "CORP2024" finds all profiles with reservations associated with this specific group booking code.

Example: Hotel code equals "NYC01" finds all profiles with reservations at the hotel identified by this property code.

Example: Length of stay greater than three.

Example: Market code equals "LEISURE" finds all profiles with reservations categorized under this market segment code.

Example: Next checkin less than by timeframe → +14 days finds all profiles with a future reservation where the next check-in is within the next 14 days.

Example: Next hotel equals "Beachfront Resort" finds all profiles with a future reservation at this specific property.

Example: Package code equals "ROMANCE" finds all profiles with reservations that include this specific package or rate plan code.

Example: PMS confirmation number equals "PMS789012" finds all profiles with this specific Property Management System confirmation number.

Example: Rate access code equals "PROMO2024" finds all profiles with reservations that used this specific promotional or rate access code.

Example: Rate code equals "BAR".

Example: Reservation status equals checked out.

Example: Room type equals "KING" finds all profiles with reservations for this specific room type code.

Example: Total amount greater than 1000 finds all profiles with reservations where the total amount is greater than 1000.

Multi-currency impact: If a guest has reservations in multiple currencies, the amounts are simply added together as raw numbers, which is not a meaningful comparison.

For example, if a guest has:

The filter would sum these as 800 (mixing USD and EUR).

Hotel filters use property information stored in the hotels table.

Hotel tag

Example: Hotel tag equals "Beachfront Resort"

Description: Filters contacts based on their distance from the hotel in kilometers.

Description: Filters contacts based on their distance from the hotel in miles.

Preference filters use guest preference data.

Example: Guest preference equals "High Floor" under room preferences.

Survey filters use survey response data from integrated reputation management systems.

Example: Survey question equals "How would you rate your stay?" under guest satisfaction survey.

Example: Survey answer greater than or equal eight.

Complete example: Survey question equals "How would you rate your stay?"

AND

Survey Answer greater than or equal eight

This finds guests who rated their stay eight or higher.

Outlined below are frequently asked questions about segment filters.

How do I filter by multiple values in a text field like Zip Code?

Text fields like Zip Code do not support the including operator with multi-select. Use one of these approaches:

Which operators hide the value input field?

The empty and !empty operators hide the value input field for all field types. No value entry is required when using these operators.

How do I create a segment for birthdays in a specific month?

Use the birthday filter with by month date mode:

Can I combine survey question and survey answer filters?

Yes. Add the survey question filter first, then add survey answer immediately after using AND logic. The system correlates them based on the filter combination.

What happens when I select the including or excluding operator?

For fields with predefined dropdown options, the dropdown automatically switches to multi-select mode. Selected values appear as removable tags. This only works for fields like country, region, tags, segment membership, and other dropdown-based fields.

How do relative dates work in the by timeframe mode?

Relative dates calculate from the current date. Use + for future dates and - for past dates. Examples:

Can I use the book time or loyalty join date filter for guests who are not loyalty members?

No. This filter only applies to guests with a loyalty join date. Guests without loyalty membership will not match this filter.

How do I filter guests within a certain distance from the hotel?

Use the miles around the hotel or kilometers around the hotel filter. This requires that guest addresses are geocoded in the system.

What's the difference between email read and email read including AB test variants?

Email read shows only published emails and excludes AB test variants. Email read including AB test variants shows all emails including test versions. Use the first option for standard reporting and the second for detailed analysis of AB test performance.

What does lifetime mean in lifetime spend and lifetime stays filters?

Lifetime refers to all completed reservations for the guest, regardless of when the profile was created. If historical reservation data was imported before a profile was created, those reservations are included in lifetime totals. The calculation is based on all non-cancelled reservations with checkout dates at least one day in the past.

Why doesn't date last active update when guests open emails or visit the website?

Date Last Active tracks when the profile record itself was last modified, not guest engagement activity. It updates when profiles are created, updated, merged, or when forms are submitted. For guest engagement tracking, use filters like email read date or visited URL date instead.

What's the difference between active and deactive profiles?

Active profiles are currently usable guest records. Deactive profiles have been deactivated, typically due to profile merges where duplicate records are consolidated. Deactivated profiles remain in the database for historical reference but don't appear in normal contact lists. Most segments should filter for active profiles only.

Should I use total amount or lifetime spend filters for revenue-based segments?

For properties operating in a single currency, total amount works fine. For multi-currency properties, use lifetime spend filters or lifetime spend room only, lifetime spend total instead, as they properly convert amounts to a base currency. Total amount sums raw values without currency conversion, which can produce misleading results when mixing currencies.

How do I filter for guests with specific mobile phone formats?

Mobile phone numbers are stored as plain text with no automatic formatting. The format depends on how data was entered such as digits only, with dashes, with parentheses, with country codes. Use the contains operator to find number sequences regardless of formatting, or use regexp for complex pattern matching. For exact matching, you need to know the stored format.

Can I filter by email domain like all Gmail users?

Yes. Use the Email filter with the ends with operator and enter "@gmail.com". Alternatively, use regexp for multiple domains: Email regexp "@(gmail|yahoo|hotmail).com$".

How do I find profiles that are in multiple segments?

Create filters for each segment using AND logic:

This finds profiles that belong to both segments.

What's the difference between marketing consent and unsubscribed filters?

Marketing consent tracks whether guests have given explicit or implied consent for marketing communications. Unsubscribed tracks whether guests have actively opted out. A profile can have marketing consent equals false without being unsubscribed they may have had implied consent that expired. For compliance, check both filters when building marketing segments.

How do I filter for profiles with expiring consent?

Use the implied consent expiration date - Email or SMS filter with the less than operator and a relative date.

For example: Implied consent expiration date - Email less than By Timeframe → +30 days finds profiles whose consent expires in the next 30 days.

Can I use regular expressions (regexp) with any filter?

Regular expressions work only with text field types. They are most useful for complex pattern matching on fields like zip code, email, phone, mobile, and other text fields where you need to match multiple specific values or patterns.

Why can't I see visits to external URLs in my visited URL filters?

The visited URL filter tracks page visits where tracking is implemented on your property's websites and booking engine. External URLs like third-party booking sites are not tracked unless specific tracking mechanisms are in place.

How do loyalty join date comparison filters work?

Filters like day in or loyalty join date, day out or loyalty join date and book time or loyalty join date compare reservation dates against when the guest joined the loyalty program. Use equals to find same-day events, greater than for reservations after joining, and less than for reservations before joining. These are useful for analyzing enrollment patterns and loyalty member behavior.