Guest Segments
Create and manage audience segments for targeted campaigns
Overview
Guest Segments let you group your guests by shared characteristics so you can send targeted campaigns to the right audience. Instead of blasting the same message to every contact, segments let you personalise messaging for VIPs, OTA guests, high spenders, and more.
What is a Segment?
A segment is a saved set of filter criteria that matches a group of guests. For example, 'VIP Repeat Guests' might filter for guests with VIP or Returning guest type who booked directly and have Gold or Platinum loyalty tier. The segment dynamically counts how many guests match.
Why Use Segments?
Targeted campaigns perform significantly better than generic blasts. A loyalty offer sent only to returning direct-booking guests will have higher open rates and conversions than the same offer sent to everyone. Segments also help you avoid annoying guests with irrelevant messages.
Stats Cards
Four summary cards at the top provide a quick overview of your segmentation strategy.
Total Segments
The total number of segments you've created. Having 8-15 well-defined segments is typical for a mid-size hotel. Too few means you're not personalising enough; too many can become hard to manage.
Active Segments
Segments currently marked as active and available for use in campaigns. Inactive segments are preserved but won't appear in campaign segment selectors.
Total Guests Reached
The combined guest count across all active segments. Note that guests may appear in multiple segments, so this number can exceed your total contact count.
Campaigns Using Segments
How many campaigns have used segments for targeting. A higher number indicates your team is actively leveraging segmentation for personalised outreach.
Creating Segments
Build segments by combining multiple filter criteria. The more specific your criteria, the more targeted (and typically more effective) your campaigns will be.
Guest Type Filter
Filter by guest category: New (first-time guests), Returning (repeat visitors), VIP (high-value guests), or Corporate (business travelers). Select multiple to combine — e.g., 'Returning + VIP' captures your most loyal guests.
Booking Source Filter
Filter by how the guest booked: Direct, MakeMyTrip, Booking.com, or Goibibo. This is especially useful for OTA win-back campaigns — target guests who booked through OTAs to convert them to direct bookings next time.
Room Type & Loyalty Tier
Filter by room type (Standard, Deluxe, Suite) and loyalty tier (Bronze, Silver, Gold, Platinum). Combine these for premium targeting — e.g., Suite guests with Gold/Platinum loyalty for exclusive upsell offers.
Spend & Stay Duration
Set minimum/maximum spend ranges (in ₹) and stay duration (in nights) to identify high-value guests or long-stay visitors. These financial filters help you segment by actual guest value rather than just booking type.
Managing Segments
Keep your segments organised and up to date for maximum campaign effectiveness.
Segment Cards
Each segment is displayed as a card showing the name, description, guest count, campaign usage count, status badge, and filter criteria as chips. The color dot on each card helps visually distinguish segments at a glance.
Edit & Delete
Click the edit button on any segment card to modify its name, description, or filter criteria. Delete segments you no longer need. Deleting a segment does not affect campaigns that previously used it.
Using Segments in Campaigns
When creating a campaign in Direct Send, you can select a segment to automatically target the matching guest group. The segment's filter criteria are applied to your contact list to determine recipients.