Summary: Best practices for audience segmentation in AXP (Alliants Experience Platform) include starting with clear campaign goals, using multiple filter criteria for precise targeting, respecting consent preferences, testing with small segments first, regularly reviewing and updating audiences, and personalising messages based on segment characteristics.
Permissions Required: Roles required in AXP to view this information are Marketers, Guest Experience Managers, Brand Managers.
Effective audience segmentation leads to higher engagement rates, better guest satisfaction, and more efficient marketing spend. These best practices help you create audiences that deliver results.
Segmentation Strategies
Stay-Based Segments
Segment by upcoming arrivals (pre-arrival messaging), current in-house guests (during-stay offers), and recent departures (post-stay feedback and rebooking).
Value-Based Segments
Create segments based on guest value, such as frequent visitors, high-spending guests, and loyalty programme members. Tailor offers to match their spending patterns.
Behaviour-Based Segments
Segment by past behaviour such as guests who used the spa, guests who booked through direct channels, and guests who responded to previous campaigns.
Tips for Success
Always check consent status before sending marketing communications. Start with broader segments and refine based on results. Use A/B testing with different segments to optimise messaging. Review audience sizes before sending — very small audiences may not justify a dedicated campaign.