Summary: AXP allows brand and location admins to merge two duplicate guest profiles into one master record. This is useful when a guest has been created more than once across different sources. Merges are permanent and cannot be undone.
Permissions Required: Location Admin or Brand Admin
⚠️ CAUTION: Merges are irreversible. There is no unmerge function. Be certain before confirming.
This feature must be enabled by our tech team — contact your Alliants Customer Success manager if you believe it should be available to you.
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
Steps to follow
Open the guest profile you want to keep as the master profile — this is usually the one with the most complete details or correct primary contact information.
Click the actions button (three dots ⋯) on the profile page.
Select Identify profile from the menu. 🗒️If you do not see this option, you may not have merge permissions, or the feature may not be enabled for your brand/property. Contact your AXP admin to check.
In the sidebar search box, search for the duplicate profile you want to merge in. You can search by:
Guest name, or
Email address, or
Phone number, or
Reservation ID, or
Room number
Review the search results and confirm the profile belongs to the same guest. Select the duplicate profile.
Review the comparison preview showing both profiles side by side.
💡 Tips: If the system recommends swapping the primary and secondary profiles, you'll see an alert explaining why, with a Swap profiles button. You can accept or ignore the suggestion.
Click Merge and confirm in the Attention dialog.
⚠️ Alert: There is no unmerge function. Treat merges as permanent and be certain before confirming.
After a successful merge, the master profile will show the combined history from both records, including past conversations, bookings, requests, and relevant IDs from source systems.
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. All data from the merged profile is preserved and linked to it:
Past conversations and messages
Past and upcoming bookings
Requests and service history
Contact details (emails and phone numbers from both profiles are combined and deduplicated)
Relevant IDs from source systems (e.g. PMS / integration identifiers)
For profile fields such as name, email, and phone number, the master profile's values take priority. If the master profile has a blank field, it will be filled in from the secondary profile.
AXP also maintains a full audit trail of every merge, recording who performed it, when, and which profiles were involved. This ensures traceability for compliance and troubleshooting.
🗒️ Note: Manual consolidation in AXP only affects AXP's own profile record. It does not update your PMS or other external systems.
Common Questions
Q: I can't see the option to merge profiles. Why?
A: You may not have the required merge_profiles permission, or the feature may not be enabled for your brand/property. Contact your AXP admin or Alliants Customer Success manager to check your role — you need to be a Location Admin or Brand Admin.
Q: Can I merge profiles from different brands or properties?
A: No. Profile consolidation is restricted to the same brand/property for data isolation and compliance reasons. Cross-brand merges are not supported.
Q: Is there a way to undo a merge?
A: No. There is no unmerge function. Treat merges as permanent and be certain before confirming.
Q: Will merging profiles change guest data in my PMS or other external systems?
A: No. Manual consolidation in AXP only affects AXP's own profile record and history. It does not update your PMS or other integrated systems.
Q: What data is kept after a merge?
A: All data from both profiles is preserved under the master profile, including past conversations, bookings, requests, service history, and relevant IDs from source systems. An audit trail is also maintained recording who performed the merge, when, and which profiles were involved.