Configure Demographics

Demographics are categories you define to classify guests on a booking -- for example, "Adult", "Child", "Senior", or "Student". When a customer is added as a guest to a booking, a demographic can be assigned to them. This data flows into the CRM, where you can see the demographic label on guest booking entries in the customer's profile.

How demographics work

Demographics are configured at the activity level. Each activity can have its own set of demographic categories with associated pricing. When a booking is made for that activity, guests can be categorized using those demographics.

In the CRM, demographics appear in two places:

1. Guest bookings on the customer detail page. When viewing a customer's guest appearances, the Demographic column shows which category was assigned (e.g., "Adult" or "Child"). This appears as null if no demographic was set.
2. Booking detail page. The guest list on a booking shows each guest's assigned demographic.

Setting up demographics

Demographics are configured as part of activity setup. To add or modify demographic categories:

1. Navigate to Activities in the sidebar.
2. Select the activity you want to configure.
3. In the activity settings, locate the Demographics or Guest Types section.
4. Add demographic categories with a Title (the display name) and optional pricing adjustments.
5. Save the activity.

Each demographic category includes:

Viewing demographics in the CRM

When you open a customer's detail page and scroll to the Guest Bookings section, each entry includes:

• Demographic Name -- the title of the demographic category that was assigned when this person was added as a guest. If no demographic was assigned, this field is blank.

This helps you understand the composition of bookings a customer has participated in.

Tips

• Demographics are activity-specific. A kayak tour might have "Adult" and "Child" demographics, while a yacht charter might have "Captain" and "Passenger". Each activity maintains its own list.
• Demographics are optional. Not every booking or guest needs a demographic assigned. The field can be left empty.
• Use demographics for pricing tiers. If children ride free or seniors get a discount, set up separate demographics with appropriate price adjustments rather than applying manual discounts.
• Demographic data enriches CRM insights. Over time, demographic data helps you understand your customer mix -- how many bookings involve children, what percentage of guests are seniors, etc.