This article lists every filter you can use to build an audience in the CDP. For each one it explains what the filter checks, how it relates to the other filters, and anything worth knowing before you rely on it. It's for hotel marketers and operators who build audiences on the Customers and RFM dashboards or sync them through Audience Sync.
How filters work
- Combining filters: every filter you add narrows the audience. A guest must match all of your filters to be included.
- Several values in one filter: inside a single filter you can add more than one condition (for example two date ranges). A guest only needs to match one of them.
- Shared across pages: the same filters are available on Customers, RFM and Audience Sync. Filters you set on one dashboard stay active when you switch to the other.
- Data freshness: guest data updates every hour. RFM scores and segments update once a day.
Filter types
| Type | How you use it | Options |
|---|---|---|
| Text | Type part of a name or email | contains, is exactly, starts with, ends with. Each can also be negated ("does not contain") |
| Yes / No | Pick yes or no | — |
| List | Pick one or more values from your own data | includes any of, excludes, has any value, has no value |
| Date | Pick dates on a calendar, or a relative period such as "last 30 days" | between, not between, from, until |
| Number | Drag a slider or type a minimum and maximum | between, at least, at most |
Tip: sliders only cover a typical range (for example 0–100 stays). For higher values, type the number in the minimum or maximum field, or use at least.
How filters relate to each other
The CDP builds one profile per guest. Most guests have several stays and bookings on that profile. Filters fall into four groups, and the group decides what a filter is compared against:
| Group | What the filter looks at | When combined with other filters |
|---|---|---|
| Guest filters | One value for the whole guest, such as their country, total stays or RFM segment | Always about the guest as a whole. Never limited to the stay or booking another filter found. |
| Stay filters | Each of the guest's stays | All stay filters must match the same stay. |
| Booking filters | Each booking the guest made themselves | All booking filters must match the same booking. |
| "Ever" filters | Everything the guest has ever had, such as services, room categories or revenue categories | Each is checked on its own. Not linked to any stay or booking. |
A guest is included when every group you used finds a match. The groups don't have to match each other.
Examples
| You filter by | You get |
|---|---|
| Property name = Hotel Berlin + Stay arrival = July 2026 | Guests who arrived at Hotel Berlin in July 2026. Both are stay filters, so they must match the same stay. |
| Property name = Hotel Berlin + Total stays at least 3 | Guests who stayed at Hotel Berlin at least once and have at least 3 stays in total, at any of your properties. It does not mean 3 stays at Hotel Berlin, because Total stays is a guest filter and always counts everything. |
| Stay arrival = July 2026 + Average satisfaction score 4–5 | Guests with a July 2026 stay whose average across all their surveys is 4 or higher. The score is not limited to the July stay. |
| Property name = Hotel Berlin + Booking source = Booking.com | Guests who stayed at Hotel Berlin at some point and made a booking through Booking.com at some point. These can be two different reservations, because stay and booking filters are checked separately. |
| Stay arrival = July 2026 + Service code = Spa | Guests with a July 2026 stay who have booked spa at any time. The spa doesn't have to be on the July stay. |
Tip: to describe one specific stay precisely, use only stay filters (property, dates, status, rate, children). To describe one specific booking, use Booking source and Market segment together. Everything else describes the guest overall.
Guest filters
These filters have exactly one value per guest. They describe the guest as a whole and are not affected by which stay or booking your other filters match.
Profile and contact
| Filter | What it checks | Good to know |
|---|---|---|
| Full name | The guest's name | Text filter. Matches part of the name by default. |
| The guest's main email address | Some PMSs store a placeholder instead of a real address. Combine with Has real email to exclude those. | |
| Has real email | Whether the guest's email address looks valid | Only checks that the address contains an "@". It doesn't check whether the address can receive mail. |
| Email consent given | Whether the guest agreed to receive marketing emails | One yes/no value per guest profile, taken from your PMS data. |
| Is inhouse | Whether the guest is in the hotel right now | "Yes" means the guest has checked in and not yet checked out, at any of your properties. Because data updates hourly, a check-in or check-out can take up to an hour to show. |
| Country of residence | The guest's country | Shown exactly as your PMS stores it, so the same country can appear in several spellings (for example both "DEU" and "Germany"). Select all variants you need. |
| Guest language | The guest's preferred language | Shown exactly as your PMS stores it. |
| Gender | The guest's gender | Always one of: Male, Female, Diverse, Unknown. Values the CDP can't recognise are shown as Unknown. |
| Days until next birthday | Days from today until the guest's next birthday | 0 means the birthday is today. Guests without a stored birthday are never included. Range 0–365. |
History and value
These values are totalled or averaged over all of the guest's stays, bookings and charges, across all your properties.
| Filter | What it checks | Good to know |
|---|---|---|
| Total bookings | Number of bookings the guest made themselves | Bookings made for the guest by someone else are not counted. Slider 0–100. |
| Total stays | Number of stays as main or additional guest | Includes upcoming, cancelled and no-show reservations. To target guests by completed stays only, use Frequency: realized stays in the RFM section. Slider 0–100. |
| Total stay nights | Total nights across all stays | Counted the same way as Total stays, so it also includes upcoming and cancelled reservations. Slider 0–1,000. |
| Total revenue | All revenue charged to the guest | Shown in your display currency, converted at today's exchange rate. Slider 0–100,000. Type a higher value if you need one. |
| Average satisfaction score | The guest's average score across all their surveys, from 1 to 5 | The average can include decimals (for example 4.3). The slider moves in whole numbers, so "4 to 5" includes a guest with 4.3. Guests without any survey are never included. |
| Latest arrival | The arrival date of the guest's most recently booked reservation | Not necessarily their most recent visit. If the guest's newest booking is for a future stay, or was cancelled, that arrival date is used. To find guests by their last actual stay, use Recency: days since last stay. |
| Latest booking date | When the guest's most recent reservation was created | Includes cancelled reservations. |
RFM scores and segments
RFM ranks guests by how Recently they stayed, how Frequently they stayed and how much Money they spent. These filters only consider completed stays, meaning stays where the guest actually checked in. Guests who have never checked in have no RFM score. They are never included when you use one of these filters.
For what each score and segment means, see Understanding RFM Guest Segments.
| Filter | What it checks | Good to know |
|---|---|---|
| Recency score | 1–5. 5 means the guest stayed most recently | Compared with your own guests: 5 is the most recent fifth of your guests. |
| Frequency score | 1–5, based on completed stays in the last 24 months | A direct stay count: 1 stay = 1, 2 = 2, 3 = 3, 4 = 4, 5 or more = 5. |
| Monetary score | 1–5. 5 means the guest spent the most in the last 24 months | Compared with your own guests: 5 is the highest-spending fifth. |
| Recency: days since last stay | Days since the guest's last completed stay | Type a minimum and/or maximum. |
| Frequency: realized stays (last 24 months) | Number of completed stays in the last 24 months | Only counts stays where the guest checked in. Cancellations, no-shows and upcoming stays are not counted. |
| Monetary: revenue (last 24 months) | Revenue charged to the guest in the last 24 months | Shown in your display currency. The 24 months are based on when the charge was posted, not on the stay dates. |
| RFM segment | The guest's named segment | One of: Champions, Loyal Customers, Potential Loyalist, New Customers, Promising, Needs Attention, About to Sleep, At Risk, Can't Lose Them, Hibernating, Lost, Other. |
Stay filters
These filters look at each of the guest's stays. A guest is included if at least one stay matches all the stay filters you set. A guest counts as staying if they were the main guest or an additional guest on the reservation. A guest who only made the booking for someone else doesn't count.
| Filter | What it checks | Good to know |
|---|---|---|
| Property name | The hotel where a stay took place | |
| Stay arrival | The arrival date of a stay | Includes upcoming stays and cancelled reservations. Combine with Guest reservation status or Reservation status to narrow it down. |
| Stay departure | The departure date of a stay | Same as Stay arrival. |
| Guest reservation status | Where the stay is in its lifecycle | One of: Booked, PreCheckedIn, CheckedIn, PreCheckedOut, CheckedOut. Based on the actual check-in and check-out times recorded in your PMS. A cancelled or no-show reservation that never checked in shows as Booked. |
| Reservation status | The reservation status as your PMS reports it | Values depend on your PMS (for example Confirmed, Cancelled, NoShow). Use this filter to exclude cancellations and no-shows. |
| Reservation modified at | When the reservation was last changed in your PMS | Useful for finding recently changed or recently cancelled reservations. |
| Rate | The rate plan or rate code booked for a stay | Values come from your PMS. |
| Children | Number of children on a stay's reservation | Range 0–10. |
Booking filters
These filters look at each booking the guest made themselves. A guest who only stayed on someone else's booking, for example one made by a travel agent or a colleague, doesn't match. A guest is included if at least one booking matches both filters.
| Filter | What it checks | Good to know |
|---|---|---|
| Booking source | The channel a booking came through (for example Direct, Booking.com, Expedia) | The list shows your most common sources first. Type to search for others. |
| Market segment | The market segment of a booking as set in your PMS | Values come from your PMS. |
"Ever" filters
Each of these filters checks whether the guest has ever had something, across all their reservations. They are checked on their own and are not linked to the stay or booking that other filters match.
| Filter | What it checks | Good to know |
|---|---|---|
| Service code | A service booked on any of the guest's reservations (for example breakfast or spa) | Values come from your PMS. |
| Room category | A room category the guest has stayed in | Includes all reservations, cancelled ones too. |
| Revenue category | A revenue category the guest has been charged for (for example Accommodation, F&B) | Uses the category names exactly as your PMS reports them. |
| Any booking date | The date any booking was made | Only bookings the guest made themselves. This is when the reservation was created, not when the stay takes place. It is not linked to Booking source or Market segment. |
Common questions
I filtered by property and "Total stays at least 3". Why does a guest with only one stay at that property appear?
Total stays is a guest filter. It counts all the guest's stays at all your properties, not only the ones at the property you selected.
Why does a guest show 3 total stays but only 1 realized stay?
Total stays counts every reservation the guest was on, including upcoming, cancelled and no-show ones. Frequency: realized stays only counts stays where the guest checked in during the last 24 months.
Why isn't a guest included when I filter by booking source?
Booking filters only count bookings the guest made themselves. If someone else booked the stay, for example a travel agent or a colleague, the guest won't match.
Why does "Latest arrival" show a date in the future?
Latest arrival uses the guest's most recently booked reservation. If they've already booked their next stay, that future date is shown.
Why do I see the same country several times?
Country values are shown exactly as your PMS stores them. Select every spelling you want to include.
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