Loyalty data in Insights lets you see how guests who belong to loyalty programs, or who carry a VIP status in your PMS, contribute to your units, revenue and ADR, and how their bookings differ from the rest. Insights reads each reservation's loyalty program, level and VIP status from your PMS and adds them as fields you can break down and filter by, in the same way you already use Segment or Channel. This article explains the fields, how current the data is, how to read a booking that carries more than one program, and how to look at an individual program accurately.

In this article:

Insights shows five fields, each taken from the reservation in your PMS.

Insights shows these values as your PMS holds them. It doesn't rename, convert or compare programs, levels or VIP statuses, so your own program and VIP names appear as you know them.

Tiers inside a program name. Some PMS setups record the tier as part of the program name, such as FLYR Rewards - Platinum, and leave the separate level field empty. In that case Loyalty Program carries the tier and Loyalty Level stays empty, which is how the PMS holds the data.

Your PMS can attach more than one loyalty program to a booking. When it does, Insights keeps the booking on a single row and shows every program in the same field as one combined value, for example FLYR Rewards - Platinum, FLYR Partner Card.

Insights shows exactly what your PMS has attached to the reservation. It doesn't add, infer or remove anything. The same applies to level fields. VIP Status is always a single value, so it isn't combined.

A breakdown by Loyalty Program for Flagship Berlin by Flyr might look like this. Bookings with no program attached appear as a blank value, and the table shows only the bookings that carry at least one program. The figures are illustrative.

A booking has one set of units and one amount of revenue. Your PMS tells Insights which programs are attached to it, but not how much of the booking belongs to each program, because there is no such split. A reservation carrying both FLYR Rewards - Platinum and FLYR Partner Card is one booking, not two. Keeping every program on that booking's single row means:

The breakdown by Loyalty Program above is the starting point. Each exact combination is its own row, and each row is its own set of bookings, so the rows add up to your total. The examples use the figures from that table.

A few habits make these results easier to trust:

Seeing each program on its own line is a natural thing to want, and asking about one program at a time gives accurate numbers for that program. The approaches in this section look as though they would give you every program on its own line at once, but they produce inaccurate numbers, so it helps to know why.

A booking that carries two programs belongs to both of them. Any method that gives each program its own line has to either leave the booking on one line only, which understates the other program, or put it on both lines, which counts the booking twice. Your PMS doesn't divide a booking between programs, so there is no accurate third option.

A custom group puts each booking into one group only, and it works down your list of rules in order. The first rule that matches takes the booking, and no later rule ever sees it. We suggest avoiding custom groups for loyalty programs, because the result is wrong in a way that is hard to spot.

Suppose you build groups in this order: bookings that include FLYR Rewards - Platinum, then FLYR Partner Card, then FLYR Rewards+.

The groups add up to your true total, so the table looks complete. But the 85 bookings carrying both Platinum and Partner Card were all given to the Platinum group, so Partner Card is understated by 85 units and €34,500. Reverse the order and the error moves to Platinum. The first group in the list is always right, and each later group is understated by whatever it shares with the groups above it.

This applies whether you build the groups yourself or ask for them in Chat. You may see an option to create custom groups in some views. For loyalty programs, asking about one program at a time gives accurate results.

A result for the bookings that include one program is correct for that program. Run it for each program and you get:

Each row is right on its own. The sum is not, because the 85 bookings carrying both programs appear in the first two rows, so 355 units are reported against 270 unique units. The same thing happens if you export the data and split the combined value into separate rows in a spreadsheet or another tool.

Excluding bookings that contain a program removes the whole booking, including any other program it carries. Excluding FLYR Partner Card would also remove the 85 Platinum bookings that carry it. If a program shouldn't be in your loyalty reporting, see "If a program shouldn't be there, or is missing" below.

A field that gave each program its own line would have to repeat every booking that carries several programs, so any total built from it would stop matching your real production. Placed next to the combined value, that field would also make it easy to use the wrong one without noticing. Insights uses the combined value so that the figure you see is the figure that's true.

Insights mirrors what is attached to each reservation in your PMS, so your numbers always match it. If a program appears that you don't consider a loyalty program, for example a card or ID type that has been set up as a membership, the place to change it is your PMS.

Speak to whoever configures membership and loyalty fields for your property in your PMS. Once the value is no longer attached in the supported membership fields, it stops appearing on reservations created or updated after the change. Reservations that aren't updated keep the values already received.

The same applies when a program you expected is missing. If it isn't attached to the reservation in the PMS membership fields, Insights has nothing to show for it.

How do I see revenue for one loyalty program? Ask Chat for the units and revenue of bookings that include the program. The result includes every booking carrying that program, alone or with others. See "Looking at an individual program" above.

Why does one booking show two programs? Your PMS has both programs attached to that reservation. Insights shows both on the booking's single row so that its units and revenue are counted once.

Why does a booking show a different tier or VIP status than when the guest booked? Insights shows the latest values your PMS has sent for each reservation, and replaces earlier values when the PMS sends new ones. It doesn't keep a history of earlier tiers or VIP statuses.

Why do my individual-program numbers add up to more than my total? Bookings that carry several programs are counted under each of them. Nothing is wrong with your data. Use the total from the Loyalty Program breakdown for any overall figure, and treat each individual-program result as its own answer.

My groups add up to my total. Does that mean they're right? Not necessarily. Adding up to the total only shows that no booking was dropped. The split between programs can still be wrong, as in the custom groups example above. Ask Chat for the same program on its own and compare. If a group is lower than that result, the group is understated.

Why can't I see any loyalty data? Insights can only show the loyalty information your PMS sends it. The following PMSs aren't supported: Cloudbeds, Apaleo and Opera On-Prem (OXI). Otherwise, a reservation carries loyalty values once it has been created or updated since collection began for your PMS, and a booking with no program attached in your PMS has no loyalty value.

Why don't my loyalty numbers match my PMS loyalty report? Insights uses the programs attached to each reservation, and the latest values your PMS has sent for it. PMS loyalty reports are often built from the memberships on the guest profile, which can include programs that weren't applied to the booking, so the two can differ.