Summary: This glossary defines key terms used throughout the Alliants Experience Platform (AXP) — use it as a reference when you encounter unfamiliar terms in the platform, documentation, or training materials.
Permissions Required: Roles required in AXP to view this information are All AXP users — especially those new to the platform.
AXP uses specific terminology that may differ from other systems. This glossary covers the most important terms to help you navigate the platform confidently.
Platform & Structure Terms
AXP (Alliants Experience Platform)
This hospitality communication and operations platform managing guest conversations, profiles, requests, bookings, digital keys, payments, and marketing campaigns.
Brand
The top-level organisational unit representing your hotel company or group. Contains one or more locations. Use Brand instead of "company" or "organisation".
Location
An individual property within your brand. Use Location instead of "property" or "site".
Department
A team within a location (Front Desk, Concierge, Housekeeping, Maintenance, etc.). Departments help route conversations and requests.
People Terms
Guest
A person staying at or interacting with your location. Always use Guest rather than "customer", "client", or "visitor".
Guest Profile
The centralised record containing contact details, booking history, conversation history, preferences, and requests. Use Guest Profile instead of "contact" or "customer record".
Converser
A staff member who communicates with guests through the Conversations module.
Communication Terms
Conversation
A message thread between your team and a guest, spanning multiple channels. Use Conversation instead of "chat", "thread", or "ticket".
Inbox
The central interface for viewing and managing all guest conversations.
Message Template
A pre-written response with optional dynamic variables (for example, guest name, room number) that conversers insert into conversations.
Channel
The communication method — SMS, email, WhatsApp, or in-app messaging, etc..
Operations Terms
Request
A service task for a guest (extra towels, restaurant reservation, maintenance, etc.). Use Request instead of "ticket" or "work order".
Booking
A reservation record synced from your PMS with stay dates, room assignment, and guest details.
Digital Key
A virtual room key delivered to a guest's smartphone through the Guest App using Bluetooth technology.
Campaign
A targeted marketing message sent to a specific audience of guests — SMS blast, push notification, or email.
Audience
A defined group of guests targeted by a campaign, filtered by criteria like booking status or loyalty tier.
Technical Terms
PMS (Property Management System)
The external system managing reservations, room inventory, and billing (for example, Opera Cloud, Mews, Protel). AXP integrates with your PMS to sync data.
Webhook
An automated notification sent from AXP to an external system when specific events occur.
API (Application Programming Interface)
A technical interface allowing external systems to connect to and exchange data with AXP programmatically.
Common Questions
Why does AXP use different terms than my PMS?
AXP uses hospitality-focused, guest-centric terminology. Consistent terminology helps your team communicate clearly within AXP and with guests.
What terms should I avoid?
When working in AXP, use: Guest (not Customer), Guest Profile (not Contact), Conversation (not Chat/Ticket), Request (not Ticket/Work Order), Location (not Property), Brand (not Company).