Summary: This guide explains how to create an audience in the Engage module of AXP. An audience is a saved list of guests, built from criteria you set, used to target campaigns.
Permissions Required: The Marketer role, assigned at brand or location level. This can be granted by a Brand Admin or Location Admin under Settings > Users.
Creating an Audience in Engage
Navigate to Engage > Audiences and select New Audience.
Enter a Name and Description, and choose the Owner — your whole brand, or a specific location.
Choose an Audience Type:
Static — a fixed list, generated once and saved as-is. Use the refresh button to update it later.
Dynamic — recalculated every time it's used, so it's always current. Required for Transactional campaigns.
Build your Audience Criteria, combining Profile details (e.g. loyalty tier, country), Booking details (e.g. arrival date, room type), or Request details (e.g. spa, restaurant) using AND/OR logic.
Add Tags if you'd like to make this audience easier to find later.
Save your audience as a Draft, then select Publish when you're ready to use it in a campaign.
🗒️ Static vs Dynamic: A Static audience won't include guests who start matching your criteria later, unless you refresh it. A Dynamic audience recalculates its list live every time it's used.
🆚 Only Dynamic audiences can be selected for a Transactional campaign, and only one audience per transactional campaign.
🔒 Use the Lock option to stop other users editing an audience that's already in use by a campaign.
📋 Use Clone audience criteria to reuse an audience's rules for another location, without starting from scratch.
Common Questions
Q: Why can't I select my audience in a campaign?
A: Audiences must be Published before they're available to choose in a campaign.
Q: How long does it take for my audience to generate?
A: It runs in the background and can take a few minutes, depending on audience size.