What are common use cases for guest segmentation?

Below are some practical campaign examples to illustrate how filters are combined to build meaningful audiences. These are common use cases and can be adapted to your own campaign needs.

"Birthday" Campaign

A birthday campaign sends a personalised greeting (and optionally a special offer) to guests whose birthday is coming up in a defined number of days. The filter logic for a 7-day advance birthday campaign looks like this:

• Days Until Next Birthday = 7
• Email Consent Given = Yes (or: Has real email = Yes)

This audience is recalculated daily - each morning. The system identifies all guests with a birthday in exactly 7 days. The previous day's audience no longer qualifies, and new guests enter the audience. Tags in Mailchimp are automatically refreshed: removed for those who have left the window, added for those who have just entered it.

The Mailchimp automation then detects the newly applied tag and sends the birthday email to those guests - no manual intervention needed once the campaign is set up.

"We Miss You" Campaign

The "We Miss You" campaign targets guests who completed a genuine stay at your hotel more than a year ago but have not returned with the goal to incentivize another stay. The filter logic is:

• Guest Reservation Status = CheckedOut (excludes cancellations - considers only real stays)
• Recency: days since last stay ≥ 365
• Has real email = Yes

You can optionally scope this to one or multiple specific properties using the Property Name filter. The audience refreshes daily, making this campaign always relevant.

"OTA Win-Back" Campaign

The OTA Win-Back campaign targets guests who originally booked through an Online Travel Agency and departed exactly 7 days ago. The goal is to encourage them to book directly next time. The filter logic is:

• Booking Source = Booking.com, Expedia, Agoda, Hotelbeds, Global Distribution System (or similar OTAs)
• Guest Reservation Status = CheckedOut
• Stay Departure = between 7 days ago and 7 days ago (i.e. exactly 7 days)
• Has real email = Yes

Because this audience refreshes every day, a different group of guests enters the audience daily - those who departed exactly 7 days prior. Mailchimp picks up the new tags each day and triggers the campaign email automatically.

"Cancellation Recovery" Campaign

This recovery campaign targets guests who recently cancelled a reservation. The goal is to encourage them to book again soon. The filter logic is:

• Reservation Status = Cancelled 
  • 'Cancellation Date' will be provided soon as a more precise filter option
• Stay Departure = between 7 days ago and 7 days ago (i.e. exactly 7 days)
• Has real email = Yes

Because this audience refreshes every day, a different group of guests enters the audience daily - those who departed exactly 7 days prior. Mailchimp picks up the new tags each day and triggers the campaign email automatically.