Understand and manage guest and marketing profiles
Guest profiles in the CRM allow your property or brand to:
Maintain a unified view of each guest by consolidating data received from all connected systems.
Track guest behavior, preferences, stay history, and engagement across all participating properties.
View and manage loyalty membership status, credit earnings, rewards, and communication preferences.
Manually update profile information, assign credits, manage rewards, and adjust subscription settings.
Merge duplicate profiles to maintain data accuracy and a single guest record.
Guest profiles are automatically created and consolidated using data cleansing, matching, and merge rules defined during implementation. CRM users may also make manual updates where permitted.
Profile types
The CRM holds two types of profiles.
Guest profiles may contain stay history, loyalty membership data, reservations, earnings, and rewards. The profile header displays key summary information including lifetime spend, loyalty tier, credit balance, last and next stay details, and contact information.
Marketing profiles do not contain stay or loyalty data by definition. These profiles display a marketing only indicator in the profile type column on the guest list. Selecting the marketing only link opens the associated activity history for that profile.
How profiles are created
Profiles are typically created automatically when:
Reservations are received from the CRS or PMS.
Guests enroll in loyalty or membership programs.
Profiles are uploaded via file imports or integrations.
The option to manually create a new guest profile exists using the + Add New Guest button on the guest list, however this is not a common action.
Key characteristics of profiles
Outlined below are key characteristics of guest and marketing profiles.
Profiles combine data received from all connected systems to provide a unified guest view.
Standard profile fields, profile matching criteria, and merge rules are defined during implementation.
A profile cannot be set to inactive if future reservations exist. Reassign or merge reservations first, then set the profile to inactive.
CRM users may upload a unique profile image using the upload profile image button on the profile header.
CRM users may trigger a password reset email for a guest directly from the profile.
Email addresses may be removed from a profile to correct data errors or to align with communication preferences, for example for SMS-first strategies.
Actualized revenue is based on PMS folio data when supported. If PMS data is unavailable, CRS reservation amounts are used.
Pre-arrival revenue reflects CRS reservation amounts only.
Room vs. non-room revenue is determined by transaction code configuration completed during implementation.
Before you start managing guest profiles
Outlined below are important factors to know before managing guest profiles.
You must have profile management access in the CRM to view and edit guest profiles.
Profile matching and merge rules are defined during implementation. Contact your Customer Success Manager if these need to be reviewed or updated.
Profile merging in the CRM does not update connected systems unless explicitly documented for that integration.
To manually assign loyalty credits or tier calculations, the guest must be enrolled in a loyalty program and have a loyalty member ID.
Access the guest list
Follow the steps below to access the guest profile list.
From the left navigation menu, click Profile Management.
Click Guest.
The guest list displays all guest and marketing profiles available in the CRM, with columns for guest, loyalty member ID, email, profile type, and status.
Search and filter profiles
Follow the steps below to search for a specific profile.
From the left navigation menu, click Profile Management.
Click Guest.
Use the following primary search fields at the top of the guest list:
All Status – Filter by All Status, Active, or Inactive.
Profile Type – Filter by Hotel Guest or Marketing Only.
First Name – Search by the guest's first name.
Last Name – Search by the guest's last name.
Email – Search by the guest's email address.
Loyalty Member ID – Search by the guest's loyalty program member ID.
Click Show More to expand additional search fields:
Address – Search by the guest's street address.
City – Search by the guest's city.
Region – Search by the guest's state or region.
Country – Search by the guest's country.
Phone or Mobile – Search by phone or mobile number. Special characters are removed automatically during processing.
Confirmation Number – Search by reservation confirmation number. Searches both CRS and PMS reservation IDs.
All Tiers – Filter by loyalty membership tier.
Additional Program Type – Filter by secondary loyalty program name. Only displayed if additional programs are configured.
Additional Program ID – Search by the guest's member ID within an additional loyalty program.
Reward Code – Search by a reward or promotion code.
Guest ID – Search by the guest's unique internal identifier.
Select Page Source – Filter by the page source where the guest was captured.
Source ID – Filter by source identifier.
Page ID – Filter by a specific page identifier.
Email Sent ID – Filter guests by a specific email campaign ID that was sent to them.
Email Pending ID – Filter guests by a pending email campaign ID.
Email Read ID – Filter guests who opened a specific email campaign ID.
Select Segment – Filter guests by their membership in a specific marketing segment.
Click Search.
To collapse the additional fields, click Show Less.
To open a profile, click the guest name. To view a summary without opening the full profile, click the > expand icon to the left of the guest name.
📌Note: Partial name searches are supported across text fields. Use % as a wildcard character. The export button on the guest list allows you to export all search results as a .csv file.
View the profile header
When you open a guest profile, the header at the top of the page displays key summary information at a glance.
For loyalty members, the header displays:
Lifetime spend, lifetime room revenue, lifetime non-room revenue, lifetime room nights and lifetime stays.
Loyalty member ID, loyalty member Tier, loyalty join date, last loyalty tier update and loyalty credit balance.
Last stay and last stay location.
Next stay which is number of days until next stay and check-in date and next stay location.
Email and do not contact status.
Member activity and activity needed, stays and deadline to reach the next tier.
For non-loyalty profiles, the header displays lifetime spend and stay metrics only, without loyalty fields.
Manage profile tabs
The guest profile is organized into tabs. The tabs available depend on the guest's profile type and your account configuration.
Guest information tab
The guest information tab is the default tab that opens when you access a guest profile. It displays the guest's core profile data and is read-only until you click Edit.
The fields displayed on this tab are configurable per client. Standard fields that may appear include:
Name fields – Salutation, First Name, Middle Name, Last Name Preferred First Name, Preferred Last Name and Pronoun.
Contact fields – Email, Phone and Mobile Phone.
Address fields – Address 1, Address 2, City, Region/State, Zip/Postal Code and Country.
Personal fields – Birthday, Gender, Company and Language.
Loyalty fields – Member Level and Sign Up Time.
Custom fields – Up to ten user-defined fields (UDF1–UDF10) with labels configured per client.
The tab also displays the following checkboxes. Some are editable and some are read-only indicators:
Ignore tier auto assignment: When checked, the guest is excluded from automatic tier upgrade and downgrade processing. Their tier must be managed manually. This is typically used for VIP guests or special cases requiring manual tier control. When unchecked, the guest is eligible for automatic tier recalculation based on their activity. This checkbox can only be set on loyalty members, it cannot be applied to non-loyalty profiles.
Is VIP: When checked, the guest is designated as a VIP, which may trigger special handling in reservations, communications, and loyalty program benefits.
Verification: Read-only. When checked, the guest has verified their email address by clicking the verification link sent during signup. When unchecked, email verification has not been completed.
Auto deactivated: Read-only. When checked, the profile was automatically deactivated by the system's inactivity rules based on your configured purge criteria. When unchecked, the profile has not been auto-deactivated.
Active: Read-only on the profile detail view. When checked, the profile is active and the guest can log in, receive communications, and participate in loyalty programs. When unchecked, the profile is inactive.
Edit guest information
Follow the steps below to edit guest information.
From the left navigation menu, click Profile Management.
Click Guest and search for and open the guest profile.
Click the Guest Information tab.
Scroll to the bottom of the field list and click Edit and update the relevant fields.
Click Save to save your changes, or Close to discard them.
📌Note: Guest profile data may also be updated by guests through the online portal or populated through campaign actions or forms. The fields displayed on the guest information tab are configurable custom fields can be added and standard fields can be managed via custom contact setup. For details, refer to the CRM profile field configuration article. A profile cannot be set to inactive (active unchecked) if future reservations exist.
Preferences tab
The preferences tab displays guest-level preferences entered by CRM users or by the guest via the online portal.
Profile preferences represent guest-level data and are not tied to a specific reservation. This information is used for personalization and service awareness. Preferences are appended to reservation comments in the CRS and passed to the PMS if supported.
Follow the steps below to update guest preferences.
From the left navigation menu, click Profile Management.
Click Guest and search for and open the guest profile.
Click the Preferences tab and update the relevant preference fields and selections.
Click Save.
📌Note: Reservation-specific preferences from CRS bookings are received by the CRM and associated with that individual booking only. If recurring reservation preferences reflect true guest preferences, consider updating the guest profile directly or running a campaign to collect this information from the guest via a form or online portal. The preference options available on this tab are configurable. For details, refer to the guest preferences configuration article.
Reservations tab
The reservations tab displays all reservations across the CRM chain for this profile.
The reservation list shows DayIn, DayOut, Hotel Name, First Name, Last Name, CrsResvID, Reservation Status, and Action columns. Column headers can be clicked to sort. An export button is available to download all reservation data as a .csv file.
To view individual stay details, click the > expand icon to the left of a reservation row. The expanded view shows stay-specific details including room type, rate code, channel code, revenue breakdown, service items, loyalty earning status, tier status, and credits assigned for that stay.
Assign guest
Follow the steps below to reassign a reservation to a different profile.
From the left navigation menu, click Profile Management.
Click Guest and search for and open the guest profile.
Click the Reservations tab.
Click Assign Guest on the reservation row you want to reassign.
In the Please Select Guest modal, search by Loyalty Member ID, First Name, Last Name, or Email.
Click Search, then select the correct profile using the checkbox in the Choose column.
Click Save and Close.
Resend email
Follow the steps below to resend a transactional email for a reservation.
From the left navigation menu, click Profile Management.
Click Guest and search for and open the guest profile.
Click the Reservations tab.
Click Resend Email on the reservation row.
In the Resend Email modal, confirm or update the email address in the Email field.
Click Resend Email.
📌Note: For detailed information on resending transactional emails, refer to the Resending Transactional Emails article.
Transactions tab
The transactions tab displays external revenue data imported into the CRM via an integration, file transfer, or bulk upload. The tab shows Date of Service, Location, First Name, Last Name, Transaction ID, and Action columns. An Export button is available to download the data as a .csv file.
This tab is only visible if transactions are enabled for your account. It typically contains non-stay revenue such as restaurant, spa, golf, or other point-of-sale spend where the outlet does not integrate with the PMS.
📌Note: For more information on recording non-stay revenue, refer to the Ancillary Service Point of Sale article.
Earning tab
The earning tab displays all credit activity for this guest profile, including credits earned from reservations and credits manually assigned by CRM users.
The earning list shows Activity Date, Activity, Hotel Name, CrsResvID, Credit, LoyaltyProgram Name, Secondary MemberID, Transfer Status, and Reason columns. An export button is available to download the data as a .csv file.
Follow the steps below to manually assign or deduct loyalty credits.
From the left navigation menu, click Profile Management.
Click Guest and search for and open the guest profile.
Click the Earning tab.
Click + Assign Credit.
Complete the following fields:
Loyalty program this is required: Select the loyalty program to assign the credits to. The primary program appears by default. If the guest is enrolled in additional programs, those will also appear in the dropdown.
Credit this is required: Enter the number of credits to assign. Enter a positive number to award credits or a negative number to deduct credits. The options available in the reason field will update based on whether this value is positive or negative.
Reason this is required: Select the reason for the credit adjustment. Available options depend on the value entered in credit.
If credit is a positive number, select one of the following:
Stay: Credits awarded for a completed stay.
StayBonus: Bonus credits awarded in addition to standard stay credits.
LoyaltyPromotion: Credits awarded as part of a loyalty promotion.
LoyaltyGesture: Credits awarded as a goodwill gesture.
MissingStay: Credits awarded to correct a stay that was not captured.
SocialMedia: Credits awarded for a social media activity.
Transaction: Credits awarded for a qualifying transaction. Only available if transactions are enabled for your account.
If credit is a negative number, select one of the following:
Redemption: Credits deducted due to a redemption.
Adjustment: Credits deducted as a manual correction.
Expiration: Only shown when credit is a positive number. Select how the awarded credits will expire:
Date: Credits expire on a specific date. A date picker will appear for you to select the expiration date.
Days: Credits expire after a set number of days. A numeric field will appear for you to enter the number of days.
Does not expire: Credits do not expire.
Internal remarks this is optional. Enter any notes about this credit assignment for internal reference. These are not visible to the guest.
External remarks this is optional. Enter any notes that may be visible to the guest, for example a brief explanation of the credit adjustment.
Confirmation number is only shown when reason is stay or StayBonus. Enter the reservation confirmation number associated with the credit. This field is labelled transaction ID when reason is transaction.
Click Save and Close.
📌Note: Manually assigned credits may also count toward the guest's tier qualification. Credit assignments are logged in the profile audit log. This action cannot be reversed through the CRM interface. Contact your system administrator if a credit was assigned in error.
Reward tab
The reward tab displays all rewards assigned to this guest profile. The reward list shows Reward Name, Type, Confirmation Number, Start Date, End Date, Max Usage, and Action columns. An export button is available to download the data as a .csv file.
From the action column you can:
Click Resend Reward Email to resend the reward notification email to the guest.
Click Edit Reward Issued to edit the details of an issued reward.
Follow the steps below to manually assign a reward to a guest profile.
From the left navigation menu, click Profile Management.
Click Guest.
Search for and open the guest profile.
Click the Reward tab.
Click + Assign Reward.
Complete the following fields:
Reward type this is required. Select the type of reward to assign:
Room reward: A reward associated with a room booking.
Reservation reward: A reward tied to a specific reservation.
Partner reward: A reward from a partner program.
Generic reward: A general-purpose reward not tied to a specific stay or partner.
Reward this is required: Select the specific reward from the dropdown. The list is filtered based on the selected Reward Type.
Expiration: Select how the reward will expire:
Date: The reward expires on a specific date. A date picker will appear for you to enter the expiration date.
Days: The reward expires after a set number of days. A numeric field will appear for you to enter the number of days.
Confirmation number: Only shown for certain reward types. Enter the reservation confirmation number if required.
Reason this is required: Select the reason for assigning the reward:
Loyalty: Reward assigned as part of the loyalty program.
Promotion: Reward assigned as part of a promotion.
Gesture: Reward assigned as a goodwill gesture.
Internal remarks this is optional. Enter any internal notes about this reward assignment. These are not visible to the guest.
Click Save and Close.
Subscriptions tab
The subscriptions tab displays the guest's communication preferences and is organized into three sub-tabs: Message preferences, email preferences, and segment preferences.
Subscriptions may originate from reservations, campaign interactions, or online portal updates. CRM users may modify subscription settings as needed.
Follow the steps below to view or update subscription settings.
From the left navigation menu, click Profile Management.
Click Guest.
Search for and open the guest profile.
Click the Subscriptions tab.
Click the relevant sub-tab:
Message preferences: Displays the segments the guest has opted into, their preferred communication channel, marketing consent status for Email and SMS, and their contact method preferences (email and/or text message). Update selections as needed and click Save.
Email preferences: Displays email-specific subscription settings. Update selections as needed and click Save.
Segment preferences: Displays all preference center segments the guest is currently assigned to. Segments are shown as tags. To remove the guest from a segment, click the X on the relevant tag. Click Save to apply any changes.
Communications tab
The communications tab displays a full event history log for this profile. The log shows event name, event type, event timestamp, and action columns. Events are sorted by timestamp with the most recent first, and the list is paginated with 25 records per page by default.
Follow the steps below to view the communications log.
From the left navigation menu, click Profile Management.
Click Guest.
Search for and open the guest profile.
Click the Communications tab.
Click the > arrow to the left of any row to expand and view additional details for that event.
Click View Email in the Action column to open a preview of the email that was sent, where available.
The following event types are recorded in the log:
Email sent: An email was sent to the guest. Expanding the row shows the email has probably not been read yet. A view email button is available to preview the exact email content sent.
Email read: The guest opened an email. Expanding the row shows the date and time the email was first read. A view email button is available.
Form submitted: The guest submitted a form. Expanding the row shows the referrer URL, first name, last name, email, and zip code captured in the submission.
Segment membership change: The guest was added to or removed from a segment.
Campaign membership change: The guest was added to or removed from a campaign.
Campaign action triggered: A campaign action was executed for the guest, showing the action name and campaign name.
Do not contact: The guest was marked as do not contact, showing the communication channel affected.
Contact created: The guest's contact record was created in the system.
Contact identified: The guest was identified in the system.
SMS sent: An SMS message was sent to the guest.
📌Note: All timestamps in the communications tab are displayed in the client's configured time zone. The view email button is only available for email sent and email read event types.
Profile audit log tab
The Profile Audit Log tab records all activity affecting this profile, including profile updates, subscription changes, emails sent, and merge activity.
The log shows Operator, Operation type, and Created columns. Each entry includes an expandable XML payload — click the > arrow icon to the left of a row to view the full detail. The Operator field identifies whether the change was made by a CRM user, an API, or an automated process. If the operator is blank, an automated process made the change.
Follow the steps below to assign a tier calculation to a guest from the profile audit log.
From the left navigation menu, click Profile Management.
Click Guest.
Search for and open the guest profile.
Click the Profile Audit Log tab.
Click + Assign Tier Calculation.
Complete the following fields in the assign tier calculation modal:
Loyalty program: Displays the guest's enrolled loyalty program. This field is pre-populated and cannot be edited.
Reason: Select the reason for the tier calculation.
Stay: Tier credit for a completed stay.
StayBonus: Bonus tier credit for a stay.
LoyaltyPromotion: Tier credit awarded through a promotion.
LoyaltyGesture: Tier credit awarded as a goodwill gesture.
MissingStay: Tier credit for a stay not captured by the system.
Transaction: Tier credit for a qualifying transaction.
Tier night count, this is optional. Enter the number of nights to credit toward the guest's tier.
Tier stay count this is optional. Enter the number of stays to credit toward the guest's tier.
Tier spend amount this is optional.. Enter the spend amount to credit toward the guest's tier.
Internal remarks this is optional. Enter internal notes about this tier calculation. These are not visible to the guest.
External remarks this is optional. Enter notes that may be visible to the guest.
Confirmation number: Enter the reservation confirmation number if required by the selected reason.
Click Save and Close.
📌Note: At least one of tier night count, tier stay count, or tier spend amount must be provided. Tier calculations are recorded in the profile audit log and count toward the guest's tier qualification.
Merge candidates tab
The merge candidates tab allows you to identify and assign profiles that should be merged with this guest. The tab displays a list of assigned merge candidates with columns for GuestID, loyalty member ID, email, first name, last name, country, city, region, address 1, Zip, phone, company, and action.
Follow the steps below to add a merge candidate.
From the left navigation menu, click Profile Management.
Click Guest.
Search for and open the guest profile.
Click the Merge Candidates tab.
Click + Add Merge Candidates.
In the please select guest modal, search by loyalty member ID, first name, last name, or email.
Click Search, then select the correct profile using the checkbox in the Choose column.
Click Save and Close.
To remove a merge candidate before performing the merge, click Delete in the action column next to the candidate.
To perform the merge follow the steps below:
Click Profile Management and then click Guest Merge Candidates.
The guest merge candidates list can be filtered by:
Loyalty member ID, first name, last name, email, status, all tiers, and loyalty only.
Expand a record using the > icon to review the candidates and select the profile to keep as the default.
The merged profile becomes inactive and all reservations and activity move to the default profile.
The merge is recorded in the audit log.
📌Note: Profile merging in the CRM does not update connected systems unless explicitly documented for that integration.
Additional programs tab
The additional programs tab displays any secondary loyalty or membership programs the guest is enrolled in alongside the primary loyalty program. Additional programs can include airline partnerships, corporate memberships, employee programs, or any other program that earns credits outside of the primary loyalty structure.
Credits earned through additional programs may be combined with the primary program balance or kept separate, depending on how each program is configured. Secondary programs do not support tiers or rewards, these features belong only to the primary loyalty program.
From this tab you can add a new membership, edit an existing membership, or inactivate a membership that is no longer applicable.
Follow the steps below to add an additional program membership to a guest profile.
From the left navigation menu, click Profile Management.
Click Guest and search for and open the guest profile.
Click the Additional Programs tab.
Click Add Additional Program.
Complete the following fields:
Additional program this is required: Select the program from the dropdown list.
Secondary member ID this is required: Enter the guest's membership number for that program.
Active: Ensure this checkbox is selected to activate the membership.
Click Save Additional Program.
Follow the steps below to edit or inactivate an existing additional program membership.
From the left navigation menu, click Profile Management.
Click Guest and search for and open the guest profile.
Click the Additional Programs tab.
Locate the membership you want to update and click Edit Program Details.
Update the Secondary Member ID as needed, or uncheck Active to inactivate the membership.
Click Save Additional Program.
📌Note: The CRM does not validate secondary membership data. If the program is linked to an external partner, validation happens through that partner's system. The CRM will not allow duplicate membership data to be entered. For full configuration and reporting details, refer to the additional membership programs article.
Frequently asked questions
Outlined below are a list of frequently asked questions.
How are guest profiles created?
Profiles are created automatically when reservations are received from the CRS or PMS, when guests enroll in loyalty programs, or when profiles are imported via file imports or integrations. Manual creation is possible using + add new guest but is not a common action.
What is the difference between a guest profile and a marketing profile?
Guest profiles may contain stay history, loyalty data, reservations, and earnings. Marketing profiles do not contain stay or loyalty data and are identified by a marketing only indicator in the profile type column.
Can I set a profile to inactive if the guest has future reservations?
No. A profile cannot be set to inactive if future reservations exist. Reassign or merge the reservations first, then set the profile to inactive.
What revenue data is shown in the profile header?
Actualized revenue is based on PMS folio data when supported. If PMS data is unavailable, CRS reservation amounts are used. Pre-arrival revenue reflects CRS reservation amounts only. Room versus non-room revenue is determined by transaction code configuration completed during implementation.
What is the difference between assigning a credit and assigning a tier calculation?
Assigning a credit adds to the guest's loyalty point balance and is visible in the earning tab. Assigning a tier calculation adds nights, stays, or spend toward the guest's tier qualification and is done from the profile audit log tab. Both actions are logged in the profile audit log.
Can I assign credits to a guest who is not enrolled in the loyalty program?
No. The guest must have a loyalty member ID. Enroll the guest in the loyalty program before assigning credits manually.
Why is the transaction reason not showing in the credit reason dropdown?
The transaction option is only available if transactions are enabled for your account. Contact your system administrator if you do not see this option.
Why does the expiration section disappear when I enter a negative credit value?
The Expiration section only displays for positive (award) credit values. It is not applicable when deducting credits.
Why is the confirmation number field not showing when I assign a credit?
The confirmation number field only appears when reason is set to stay or StayBonus. For the transaction reason it is replaced by a transaction ID field. For all other reasons, no confirmation or transaction reference is required.
Where can I see a history of credit assignments for a guest?
Credit activity is visible in the earning tab and is also recorded in the profile audit log tab.
Can a credit assignment be reversed?
Credit assignments cannot be reversed through the CRM interface. Contact your system administrator for assistance if credits were assigned in error.
Does merging profiles in the CRM update connected systems?
No. Profile merging in the CRM does not update connected systems unless this is explicitly documented for a specific integration.
What does the confirmation number field search for on the guest list?
The confirmation number field in the expanded search filters searches both the CRS reservation ID and the PMS reservation ID.
What does the ignore tier auto assignment checkbox do?
When checked, this prevents the automatic tier evaluation process from changing the guest's tier. The guest's tier will remain as manually set until this checkbox is unchecked.