What is RFMAC
RFMAC is an automated guest segmentation model that evaluates guest behavior based on five key metrics:
Recency — Time since the guest's last reservation or stay.
Frequency — Total number of reservations and average time between stays.
Monetary — Total and average room revenue generated.
Ancillary — Additional services, packages, or upgrades purchased.
Canceled — Cancellation behavior patterns.
These metrics identify how engaged and valuable each guest is over time, helping you create behavior-driven marketing strategies.
How RFMAC Scores are calculated
RFMAC scores are automatically calculated once per week using data from the past 365 days. Each guest profile is compared against all other profiles within your hotel or hotel group to determine a relative score.
The calculation produces:
Individual attribute scores:
One to five for most attributes, one to four for recency, frequency, and monetary.
An RFMAC category:
One of eleven predefined behavioral segments.
Score values:
five or four = High value.
three or two = Mid value.
one = Low value.
If a guest profile does not have sufficient data, no RFMAC category will be assigned.
The eleven RFMAC categories
Outlined below are the eleven RFMAC categories.
Category | Description |
Champions | Books often, stays frequently, and generates high revenue |
Loyal Customers | Recently stayed multiple times with above-average revenue |
Potential Loyalists | Has stayed a few times recently with above-average revenue |
New Customers | Stayed once recently with no future bookings |
Promising | Stayed recently but not regularly; low revenue generation |
Customers Needing Attention | Stays more than average with good revenue but has not stayed recently |
About to Sleep | Has not stayed recently, stays infrequently, and generates low revenue |
At Risk | High-revenue guest who has not stayed recently |
Can't Lose Them | Historically frequent and high-revenue guests who have not stayed recently |
Hibernating | Stayed a few times long ago with below-average revenue |
Lost | Not recent, not frequent, and low revenue |
These categories support targeted engagement and help you tailor personalized marketing strategies.
View RFMAC categories on guest profiles
The RFMAC category displays at the top of each guest's profile page, directly below their name.
To view a guest's RFMAC category follow the steps below.
From the left navigation menu, click Profile Management.
Click Guest Profiles.
Search for and select a guest profile.
The RFMAC category appears below the guest's name with an icon and category name.
Hover over the ? button next to the category name to view the full category description.
📌 Note: If no category appears, the guest profile does not have sufficient data for RFMAC calculation.
Use RFMAC in segmentation
You can filter segments using either the overall RFMAC category or individual attribute scores for more granular targeting.
Follow the steps below to create a segment using RFMAC category.
From the left navigation menu, click Segments.
Click New to create a new segment.
In the segment builder, click Add Filter.
Select RFMAC Category from the filter dropdown.
Choose an operator:
equals — Matches a specific category.
including — Matches any of multiple selected categories.
excluding — Excludes selected categories.
Select one or more RFMAC categories from the dropdown.
Click Save.
For example: To target at-risk high-value guests, create a segment where RFMAC Category equals "Can't Lose Them" or "At Risk".
Follow the steps below to create a segment using individual attribute scores.
For more precise targeting, you can filter by individual scores:
Recency score: one to four.
Frequency score: one to four.
Monetary score: one to four.
Add on score: one to five.
Canceled score: one to five.
For example: To find high-revenue guests who haven't stayed recently:
Add filter: Monetary score equals four.
Add filter: Recency score equals one.
Combine with AND logic.
You can combine multiple attribute scores to create highly specific segments.
View RFMAC distribution in reporting
The RFMAC category summary report shows how your guest database is distributed across the eleven categories and tracks changes over time.
Access the RFMAC category summary report
Outlined below is how to access the RFMAC category summary report.
From the left navigation menu, click CRM Reports.
Click Profile Reports.
Click RFMAC Category Summary.
Enter a Start Date and End Date to compare two time periods.
Click Search.
The report displays:
Number of profiles in each category for both dates.
Percentage distribution for both dates.
Change (delta) between the two dates.
Use this report to:
Identify trends in guest engagement.
Spot early warning signs such as increasing "At Risk" or "Hibernating" segments.
Measure the impact of retention campaigns.
Track category movement over time.
RFMAC marketing use cases:
Segment | Recommended Action |
Champions | Exclusive offers, VIP benefits, loyalty program upgrades |
Loyal Customers | Thank-you campaigns, referral incentives, exclusive packages |
Potential Loyalists | Nurture campaigns, loyalty program enrollment, special offers |
New Customers | Welcome series, introduction to amenities, future booking incentives |
Promising | Package deals, upgrade offers, engagement campaigns |
Customers Needing Attention | Re-engagement campaigns, special promotions, "we miss you" messages |
About to Sleep | Win-back offers, limited-time promotions, re-engagement campaigns |
At Risk | Personalized outreach, feedback requests, retention offers |
Can't Lose Them | VIP treatment, direct outreach from management, exclusive incentives |
Hibernating | Aggressive win-back campaigns, deep discounts, survey invitations |
Lost | Remove from active marketing or final win-back attempt |
Frequently asked questions
Outlined below are some of the most frequently asked questions.
What makes RFMAC different from standard RFM models?
RFMAC extends traditional RFM scoring by adding two behavioral dimensions: Ancillary revenue such as add-ons, packages and upgrades and cancellation patterns. The system uses advanced clustering algorithms rather than fixed quartiles, creating more accurate, natural groupings based on actual guest behavior.
Why does this matter for hotel marketing?
Using actual spending and behavior patterns allows you to:
Identify high-value but low-frequency guests.
Target guests who respond to packages, deals, or upgrades.
Personalize offers based on real purchase behavior.
Predict which guests are at risk of churning.
How recent is the data used for segmentation?
Only data from the past 365 days is included to ensure segmentation reflects current guest behavior.
Can I customize the RFMAC categories or scoring thresholds?
No. RFMAC categories are automatically calculated and not manually configurable. However, you can customize your marketing tactics and segment filters based on the calculated scores.
Do individual attribute scores appear on the guest profile?
No. Only the final RFMAC category displays on the guest profile. Individual attribute scores are available only when creating segments or filters.
Can I use RFMAC scores in email personalization?
Yes. RFMAC category information can be used in segment-based email campaigns. Create segments based on RFMAC categories and send targeted campaigns to those segments.
What happens if a guest's behavior changes?
RFMAC scores automatically recalculate weekly. As guest behavior changes, their category may move to reflect their current engagement level.