A segment is a filter of your guest database that you can save and use to target your guests or surface data for your own information. Segments can use different targeting criteria of various fields to narrow down the results from your database.
The different fields you can use to create criteria, span from guest profile-related fields like location, gender, or subscription status to stay-related fields like rate codes, stay dates, and room types ect.
Segmentable fields include profile data, reservations data and transaction data.
Profile Data is data that is ingested from your PMS, folio (when available) and any contact lists.
Reservations Data is data that is ingested from your PMS and vendors providing data-in sources for your outlets. Segment criteria can be built using data from:
- Room
- Restaurant
- Spa
- Golf
For a list of segmentation ideas, check out our Guest Segment Examples article.
Creating a segment
Navigate to the Segments tab to open the Segments page. Click on the blue “New Segment” button on the right and a window will display. You can name your segment from here and then begin choosing your criteria. To save a segment, you need at least one line of criteria.
Select a condition from the conditions pop bar.
Add more
If you’d like to add criteria within your initial condition, select the add more button. Using the add more button is selecting data that is inclusive of the same reservation. For example, if you wanted to target anyone who stayed in July AND golfed during their stay you would use the add more button.
And, or, exclude
You can have as many lines of criteria in your segment as you wish, but keep in mind that the operator between each of these lines of criteria is “AND / OR.”
- Use AND if you would like to add additional criteria to your segment that the profile must qualify for in order for them to be able to be part of the segment, choose the AND statement. For example, if you wanted to target anyone who lives locally and anyone who has stayed in the past, you would use the AND statement between criteria.
- Use OR if you would like to broaden your segment you can choose the OR statement which indicates they can qualify for the first criteria OR the second one. For example, if you want to target anyone who lives in Miami but you also want anyone who lives in Orlando, you would use the OR statement between criteria.
Use the EXCLUDE section of the segment builder to exclude a group of guests from your segment. For example, if you wanted to target anyone who stayed in the year 2023 except for those that stayed in June-August, you could use the exclusion criteria.
Segment data
After choosing criteria for your segment, the results of your segment size will populate in the blue banner on the left side. This will provide data about
- How many profiles are in the segment
- How many profiles are reachable by email
- The average spend by night for is segment
- The percentage of repeat guests in this segment
Save your segment
Once you are happy with your segment, click “OK” to save your segment. This will bring you to the segment dashboard where you’ll be able to see all of your segments. Each segment will show how many total people fall into that segment that are reachable by email and what criteria was set for this segment. You can click the three dots within the segment tile to expand the menu. Here you can view and edit your segment, duplicate it or delete it. If a segment is in use, you will not be able to delete it.
