What are loyalty badges?
When a guest is associated with one or more loyalty or VIP membership programmes, AXP displays this as a badge — a colour-coded label showing the programme name and tier. These badges help your team quickly identify high-value guests and personalise their experience without needing to look anything up externally.
There are two types of badge:
Loyalty badges represent a guest's enrolment in a loyalty programme — for example, a hotel rewards scheme. These typically include tier information (such as Gold, Platinum, or Diamond status).
VIP status badges represent special designations assigned to a guest, such as a property-specific VIP classification. These are often location-specific and are synced from a connected integration. From a guest's profile you can see:
Where do loyalty badges appear?
Badges surface across several areas of AXP so your team always has the context they need, wherever they're working.
Guest profile — Details tab | The full breakdown of a guest's loyalty memberships lives in the Details tab of their profile. Here you can see each programme the guest belongs to, the tier level, the sign-up and expiry dates, which property the membership is linked to, and where the data came from (for example, which integration synced it). |
Conversation header | When a conversation is open, the guest's loyalty and VIP badges appear in the header alongside their name, so your team always has membership context visible while messaging. |
Guest details panel | In the sidebar guest summary, the primary loyalty programme and all VIP statuses are shown with their programme icons, giving a compact at-a-glance view. |
Conversation list | In the conversations view, up to three loyalty badges are shown alongside each guest's name in the preview list. If a guest has more than three memberships, an overflow indicator (e.g. "+2") shows how many additional ones exist. This lets your team spot priority guests at a glance before opening a conversation. |
How badge colours work
Each loyalty and VIP programme is assigned a colour theme in AXP.
This colour is consistently applied to the badge wherever it appears across the platform, making it easy to visually distinguish between different programmes at a glance.
Colour themes are configured per programme and are set up by your account team when your loyalty programmes are connected to AXP.
Tier levels
Many loyalty programmes have multiple tiers (for example, Silver, Gold, and Platinum). AXP supports this by associating a tier level with each membership. When a guest has a tier assigned, the badge will reflect that specific tier — showing the tier name and code rather than just the top-level programme name.
This means two guests in the same programme can show different badges if they hold different tiers.
Where does loyalty data come from?
AXP receives loyalty and membership data through PMS integrations — systems such as Opera, Infor, Mews, Shiji, and HAPI automatically sync loyalty membership data into AXP as part of the guest profile.
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The source of each membership is visible in the full profile details view, so your team always knows where the information originated.
Active vs. inactive memberships
AXP only displays memberships that are currently active. A membership is considered active when:
Its status is set to active from your account's team
It has not passed its expiry date (if one is set)
Its start date has been reached (if one is set)
Memberships that are inactive, suspended, or expired are not shown as badges.
Location-specific memberships
Some memberships — particularly VIP statuses — are linked to a specific property. In these cases, the badge is associated with that location and your team can see which property the status applies to in the full profile view.
Common questions
Q: Why does a guest have multiple loyalty badges?
A: A guest may be enrolled in more than one programme — for example, a brand-wide loyalty scheme and a location-specific VIP status. Each active membership appears as a separate badge.
Q: Why has a loyalty badge disappeared from a guest's profile?
A: The most common reason is that the membership has expired or become inactive. It may also have been removed during a sync from the connected PMS. Check the Details tab for the full membership or contact your account team if data appears to be missing unexpectedly.
Q: Why does the badge show a different name or code than expected?
A: AXP maps tier-level information to the badge label where available, so the displayed code may reflect the guest's specific tier rather than the top-level programme name. This is expected behaviour.
Q: Can I add or edit a loyalty membership manually?
A: No. Loyalty badges in AXP are read-only for staff users. Membership data is managed through connected integrations (such as your PMS). If a guest's loyalty information is missing or incorrect, contact your account team to investigate the source, such as your PMS.
Q: Who can see loyalty badges?
A: Any AXP staff user with access to a guest's profile or conversations can see loyalty badges. Badge visibility follows the same access permissions as the rest of the guest profile. This means if a role cannot see the guest profile details, the role will not be abel to see the loyalty badges. An example is Contractor role.