Tags are characteristics of a guest, for example a country, an age group, “Regular guest” or an interest. ReGuest assigns many of them to guests itself, and other modules filter by them, for example campaigns and the CRM lists. Under Settings › Guest Profiling Tags, the hotel manages the tree of these tags, creates ready-made tags from a catalog and sets which of them guests can select themselves.
Example: Ask guests about hiking in the booking form
Open the menu item. Settings › Guest Profiling Tags opens the tab “Guest Profiling Tags” with the tree of tags.
Select the category. Among the category tabs, select “General”.
Create the tag. “Add” opens the “Insert” area for a new tag in the “General” category.
Enter the name. Under “Name”, enter “Hiking” and click “Create”. The tag then appears at the top level of the tree on the “General” tab.
Open the share. Switch to the “Shared profiling tags” tab. There, “Add” opens the form “Add profiling tag”.
Select the tag. Under “Tag”, select “Hiking”. A “Name” field then appears for each of the hotel's languages.
Enter the names for guests. In each “Name” field, enter the name guests read in that language, for example “Wandern” and “Hiking”. “Create” saves the share, and it then appears in the list under “Profiling tag”.
Result. In the booking form, a guest sees the multiple choice “I am particularly interested in the following topics” with “Hiking” in their language. In the website messenger, one step of the request asks “Are you particularly interested in certain topics?”. If a guest selects “Hiking”, they get the tag, marked “Associated by user”. In the “Edit” area of the tag, a box shows how many guests it is assigned to.
The pages in detail
Guest Profiling Tags
This page shows the tree of tags, with one tab per category: “General”, “Profiling topic”, “Geo”, “Stay”, “Age”, “Family status”, “Source”, “Turnover”, “Nutrition” and “Trigger message”. A tag can sit under another tag of the same category.
ReGuest fills most categories itself:
“Age” from the guest's date of birth. Guests under 18 get no age group.
“Geo” from every address of the guest: the region by postcode, otherwise the country.
“Stay” and “Turnover” from the confirmed reservations. A guest gets “Regular guest” once they reach the “Minimum count of reservations for regular guests”, counted over all years.
“Family status” from requests, offers and reservations: with a child “Family”, with 2 adults “Request 2 adults” and with one adult “Request solo travellers”.
“Source” from the guest's earliest communication with an advertising channel.
When ReGuest assigns a tag to a guest automatically, the guest also gets all of its parent tags. The tags are recalculated when something about the guest changes, for example when a guest, an address, a request or a reservation is saved and when an offer is sent.
Search. “Filter tags” searches for parts of the name, regardless of upper and lower case, and also shows the parent tags of a match. The tree shows archived tags only when “show archived” is switched on.
Create. “Add” opens the “Insert” area for a new tag without a parent. “Insert” on a tag creates a child tag, but not under “Trigger message” and not on an archived tag.
Create from the catalog. “Insert from catalog” creates a ready-made tree in an empty category. The button appears when the tab has no visible tag, “Filter tags” is empty and the tab is not “General” or “Profiling topic”. The catalog includes, for example, 10 age groups from “18-20 years old” to “80+ years old”, under “Family status” the tags “Family”, “Request 2 adults” and “Request solo travellers”, under “Stay” 9 tags from “Regular guest” to “Long-Stay”, and under “Geo” continents, regions and countries. An empty category shows “There are no tags for this category yet”.
Insert and Edit
Next to the tree, the “Insert” area opens for a new tag, or the “Edit” area for an existing one. Only tags under “General”, “Trigger message” and “Profiling topic” can be edited. In the other categories, “Name” and “Belongs to” are locked, and “Archive”, “Delete” and “Save” are missing.
“Name” is always required.
“Belongs to” selects a parent tag from the same category; the tag then sits under it in the tree. With “No selection”, it sits at the top level. Under “Trigger message” and “Profiling topic”, the field is missing.
“Code” is required under “Profiling topic”; the hotel selects it from a list of 7 topics: “Active”, “Bike”, “Family”, “Golf”, “Gourmet”, “Hiking” and “Wellness”. In the other categories except “General” and “Trigger message”, the “Edit” area only displays the code; ReGuest uses it to assign the tags to guests, for example under “Geo” and “Age”.
“Create” creates a new tag, “Save” saves the changes to an existing one. A box shows how many guests the tag is assigned to, except under “Trigger message” and for a tag that has not been saved yet.
Archive. “Archive” hides a tag from the tree after a confirmation prompt, “Reactivate” brings it back. Archiving only works once all child tags are archived; otherwise “This tag cannot be archived because other profiling tags depend on it” appears.
Delete. “Delete” exists only for saved tags under “General”, and only as long as they are not used anywhere. Uses include, for example, a filter of a campaign or of a CRM view, a child tag, an automation, a wishlist entry, an additional service, an offer template or a share for guests. The hint on the button names them: “This tag cannot be deleted because it is still in use:”. The confirmation prompt says how many guests will lose the tag. Deleting removes the assignments to the guests and then the tag.
Shared profiling tags
This tab sets which tags guests see and can select in forms and widgets. The list shows the name of the tag in the “Profiling tag” column, not the name for guests. The order of the list can be changed by dragging and is saved immediately. “Add” opens the form “Add profiling tag”.
Guests see the shares in these places:
Booking form: in the multiple choice “I am particularly interested in the following topics”, only with shares that have a name in the guest's language. Without such shares, the field is missing.
Website messenger: in the step “Are you particularly interested in certain topics?” with the answer “No, none.”. Without shares, the step is left out.
Whatever a guest selects there is assigned to them as a tag, marked “Associated by user”.
Add and edit profiling tag
“Tag” (required): the tag that is shared, from “General”, “Profiling topic”, “Family status” or “Nutrition”. Each tag can be shared only once and cannot be swapped after saving.
“Code (only for interface)” (optional): the Requests interface and the newsletter sign-up use this code to assign the matching tag. If it is set, it must be unique.
“Name” per hotel language (required): the name guests see. If a language is added later, the form shows an empty field for it.
“Create” creates the share, “Save” saves changes. “Delete” removes, after a confirmation prompt, only the share; the tag and its assignments to guests remain.
Prerequisites
‘Guest Profiling Tags’ belongs to the licence module Guest Management.
If the module is licensed, access to it is enabled for specific users through their role. Roles are managed by ReGuest support.
Frequently asked questions
Why is the menu item “Guest Profiling Tags” missing? If it is missing for everyone, the tags in the licence module Guest Management are not set up for the hotel; ReGuest support can tell you whether they are set up. If it is missing for only one colleague, their role does not enable it. Roles are managed by ReGuest support.
Why can a tag not be edited? It does not belong to “General”, “Trigger message” or “Profiling topic”. If something about such a tag needs to change, ReGuest support can help.
Why can a tag not be deleted? It does not belong to “General”, or it is still in use. If it does not belong to “General”, ReGuest support can help. The hint on the button names the use; as soon as it has been removed, the tag can be deleted. A shared tag is first removed from the shares on the “Shared profiling tags” tab, in “Edit profiling tag”, with “Delete”.
Why can a tag not be archived? There is still a child tag under it that is not archived. Archive the child tags first, then the parent.
Why is “Insert from catalog” missing? The tab already has a visible tag, “Filter tags” is not empty, or the tab is “General” or “Profiling topic”. There is no catalog for these two; under “General” and “Profiling topic”, “Add” creates one tag at a time. On another tab, the button appears as soon as “Filter tags” is empty and the tab has no visible tag.
Why does a guest not see a share in the booking form? It has no name in the guest's language. In “Edit profiling tag”, the hotel enters the name in that language.
Why is an automatic tag missing for existing guests? ReGuest recalculates a guest's tags mainly when something about the guest changes. If they are to be recalculated for all guests at once, ReGuest support can help.
Does a guest lose their tag when the share is deleted? No. Deleting a share removes only the share; the tag and its assignments to guests remain.
As of: 2026-10-28.