Summary: To create a guest audience for a campaign in AXP, navigate to Engage > Audiences, define your criteria based on guest, booking, or request details, publish it, then select it when building your campaign.
Permissions Required: Marketer, Brand Administrator, or Location Administrator role.
A guest audience is a defined group of guests targeted by a campaign, built using profile, booking, or request criteria — for example, guests arriving this week, or Gold loyalty members.
Prerequisites
Marketer, Location Admin, or Brand Admin access
Guest profiles and booking data present in AXP
How Do I Create a New Audience for a Campaign?
Navigate to Engage > Audiences
Select New Audience
Enter a descriptive Name (e.g. "In-House Guests This Week")
Choose the Owner — the audience must share the same owner (brand or location) as the campaign it will be used in
Choose Static or Dynamic as the Audience Type — only Dynamic audiences can be used in Transactional campaigns
Add your Audience Criteria
Publish the audience once you're happy with it
Available Criteria
Category | Examples |
Profile | Loyalty tier, country, whether a phone number is on file |
Booking | Arrival date, room type, booking status |
Request | Vendor used (e.g. spa, restaurant), request type |
Origin Code filtering (direct booking vs OTA) is also available for OHIP customers.
Common Questions
Q: Are audiences updated automatically?
A: Only Dynamic audiences recalculate automatically, at the point they're used in a campaign or exported. Static audiences stay fixed unless manually refreshed.
Q: Can I reuse an audience across campaigns?
A: Yes, as long as the campaigns share the same owner (brand or location) as the audience.
Q: How do I ensure guest consent?
A: Marketing consent handling for email campaigns is still limited — check with your account team about consent requirements before running marketing campaigns.