# Configure Demographics (/how-to/customers/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 [#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 [#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:

| Field                | Description                                                                                                                    |
| -------------------- | ------------------------------------------------------------------------------------------------------------------------------ |
| **Title**            | The label shown to customers and staff (e.g., "Adult", "Child 6-12", "Senior 65+").                                            |
| **Price adjustment** | An optional price modifier applied when this demographic is selected. This can be used for child discounts, senior rates, etc. |

Viewing demographics in the CRM [#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 [#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.