⚠️ CAUTION: Please be sure of your decision before proceeding. There is no unmerge guest profile function in this phase of the feature and the merges are irreversible.
This feature is only available when you have asked us to turn it on via our tech team. Please reach out to us if you believe this should be available to you before using the article below.
When to merge guest profiles
Use profile consolidation when you can clearly see that two profiles belong to the same person, for example:
Duplicate profiles from different sources (PMS, messaging, guest App, different integrations)
A “partial” profile with only a message thread, and another with full booking history
The guest is known to your team under slightly different details (e.g. name variant, old vs new email/phone)
You should not merge profiles when:
You are not certain they belong to the same person
Profiles belong to different brands or unrelated properties
You want to “tidy up” unrelated, similar‑looking names
Who can merge profiles?
Profile consolidation is permission‑based:
Only Location and Brand Admins can:
Start a consolidation
Confirm and complete a merge
Users without permission will not see merge options in the UI
If you believe you should have access to profile consolidation, contact your:
AXP Location or Brand admin
Brand and property scoping still applies:
Merges are only allowed when profiles belong to the same brand/property
Step‑by‑step: Consolidating guest profiles
Step 1 – Choose the master profile
Open the Guest Profile you want to treat as the master profile.
Check that this is the profile you want to keep as the “main” record:
It’s usually the one with:
The most complete details, and/or
The correct primary contact information (phone/email)
Tip: If one profile has a long interaction history and another has just one booking or message, it usually makes sense to keep the richer profile as the master.
Step 2 – Start the merge / consolidation flow
From the master profile:
Open the actions button (3 dots)
Select Identify profile
If you do not see this option:
You likely do not have merge permissions, or
The feature may not be enabled for your brand/property
Step 3 – Search for the duplicate profile
You will now see a search box in the sidebar to find the duplicate/incomplete profile you want to merge into the master profile.
You can search using:
Guest name
Email address
Phone number
Reservation ID
Room Number
The search results will show context to help you choose the right profile, such as:
Enter your search criteria.
Review the list and double‑check that the profile is truly the same guest.
Select the profile you believe is a duplicate.
Step 4 – Confirm the merge
When you are confident:
Confirm the merge in the preview (e.g. click Merge / Confirm).
The system will:
Combine the records into a single master profile
Transfer and attach:
Conversations and messages
Bookings / reservations
Interactions and activity history
Relevant IDs from source systems (where supported)
Immediately update the profile view to show the complete history
Remember: There is no unmerge option.
5. What happens to data when profiles are merged?
After a successful merge:
You will see one profile in AXP for that guest (the master profile).
Historical data from the merged profile(s) is preserved and linked to the master:
Past conversations
Past and upcoming bookings
Requests and service history
Relevant IDs (e.g. PMS / integration identifiers)
Data‑integrity safeguards:
Merges are only allowed within the same brand/property
The system maintains an audit trail of:
Who performed the merge
When it happened
Which source profiles were involved
This ensures traceability for compliance and troubleshooting.
6. Best practices and safety checks
Before you merge
Confirm at least two independent pieces of information match:
E.g. same phone + same email, or same phone + matching stay history, etc.
If in doubt, do not merge. Ask a supervisor or data specialist.
For VIPs or key accounts, consider checking with your brand’s CRM/loyalty owner first.
Choosing the master profile
Prefer the profile that:
Has the most complete information, or
Is already used consistently by your team
Avoid using a nearly‑empty profile (created by mistake) as the master.
After you merge
Quickly scan the merged timeline:
Confirm recent interactions and stays still look correct.
If you spot an issue:
Note the merge in your internal logs if needed.
Contact your administrator or support with the audit details.
Troubleshooting & FAQs
I can’t see any option to merge profiles. Why?
You may not have the required profile merge permission.
Your brand or property may not have AXP Merge enabled.
Contact your AXP admin or manager to check your role and permissions. You will need to be a location or brand admin.
Can I merge profiles from different brands or groups?
No. For data isolation and compliance, profile consolidation is restricted by brand/property. Cross‑brand merges are out of scope for this feature.
Is there a way to undo a merge?
No. There is no unmerge function in this phase of the feature. Treat merges as permanent and be sure of your decision before confirming.
Does merging profiles change guest data in external systems (e.g. PMS)?
Manual consolidation in AXP focuses on AXP’s own profile record and history and does not affect your PMS.