Booker segments for Campaigns

Booker segments are used to predefine suitable target groups for communications that are automatically updated through synchronization with BEX PMS. A single contact can be present in multiple booker segments.

Default booker segments

Go to the Campaigns menu in your CMS, and open the submenu 'Segments'. You’ll see that there are seven default booker segments already set up for you. Each of these can be fully edited if desired.

  • Longer-stay bookers: all bookers staying for 14 nights or longer.

  • Multi-stay bookers: all bookers who have at least two reservations in their name.

  • Bookers with pets: all bookers who are bringing a pet as part of their guest group.

  • Bookers with babies: all bookers who are bringing a baby as part of their guest group.

  • Bookers with children: all bookers who are bringing a child as part of their guest group.

  • Early birds: all bookers who booked at least 90 days in advance.

  • Last-minute bookers: all bookers who booked 7 days or less in advance.

Synchronization of booker contacts

Contacts in booker segments are automatically updated and synchronized according to the filters set for that segment. This means that the number of contacts in your booker segments is fluid.

  • Booker contacts are added to relevant booker segments when new reservations are confirmed.

  • The segments that a booker is part of may change when their reservation is edited in BEX PMS.

  • A booker contact can be removed from certain audiences when their consent for stay-related marketing lapses after checkout.

Adding a booker segment

  1. Open the Campaigns menu in your CMS, and go to the submenu 'Segments'.

  2. Click the blue '+Booker Segment' button in the top right of the page.

  3. Enter a descriptive segment name that characterizes the bookers you want to include in this segment.

  4. Set up the filters to ensure that the bookers in this segment match the intention set in the segment name.

  5. The preview on the right shows how many and which contacts would be in your booker segment based on the filters you are currently setting.

  6. Click 'Save' to confirm your booker segment.

Available filters for booker segments

  1. Contact labels: Ensure the contacts in this segment have particular labels, or do the opposite and ensure contacts with a particular label are excluded from this booker segment.

    • The available choices are the guest labels as set up in BEX PMS.

  2. Administrations: When managing campaigns messages for an organization with multiple administrations (parks), use this to separate contacts by administration.

  3. Stay period: Use to group booker contacts according to when they are staying, for instance during the summer holidays.

  4. Booking lead time: Use to group booker contacts according to the time between booking confirmation and check-in date, useful for early birds or last-minute communications.

  5. Length of stay: Use to group booker contacts according the length of their stay; useful to separate weekenders from extended holidays.

  6. Minimum reservations: Use to group booker contacts by how often they have already booked with you.

  7. Reservation labels: Ensure the reservation of the contacts in this segment have particular labels, or do the opposite and ensure reservations with a particular label are excluded from this booker segment.

    • The available choices are the reservation labels as set up in BEX PMS.

  8. Accommodation types: Ensure the contacts in this segment have booked a particular type of accommodation, or do the opposite and ensure contacts staying at a certain type of accommodation are excluded from this booker segment.

  9. Guest type: Group contacts according to the type of guests in their guest group, with the options consisting of various age groups and pets.

Booker segment granularity

It is possible to use multiple of the available filters to create a narrow booker segment. However, it is more useful to create multiple broad booker segments, that you can combine later to define an audience.
Read more: Creating and managing audiences for Campaigns

Example:

  • One booker segment; containing contacts of a single administration that have recently booked and are staying for at least two weeks.

    • Narrow, can only be used for a specific type of message.

  • Three booker segments; one with all contacts of a single administration, one with all contacts that have recently booked, one with all contacts staying for at least two weeks.

    • Can be combined to create a narrow audience for a specific message

    • Can also be combined separately with other segments to create a different audience