The Living Profile
A Living Profile is ABRA’s core innovation: a dynamic, ever-growing record of everything your hotel knows about a guest.What Makes It “Living”
Traditional hotel systems store static guest records - name, email, loyalty number. A Living Profile is different:Grows Over Time
Every interaction adds to the profile
Aggregates Sources
Combines PMS data, staff observations, and AI insights
Travels Across Stays
Information persists and resurfaces on future visits
Actionable
Surfaces relevant information at the right moment
Anatomy of a Living Profile
Data Sources
Living Profiles are built from multiple sources:1. PMS Integration
- Reservation details
- Room preferences from booking
- Loyalty tier and history
- Reservation notes (processed by AI)
2. Staff Input
- Nuggets captured during interactions
- Preferences observed or stated
- Celebrations discovered
- Hurdles logged
3. Guest Input
- Pre-arrival surveys
- In-stay feedback
- Post-departure surveys
4. AI Processing
- Extraction from reservation notes
- Pattern recognition across stays
- Preference inference
Profile Provenance
ABRA tracks where each piece of information came from:| Source | Reliability | Example |
|---|---|---|
| Guest-stated | Highest | ”I’m allergic to shellfish” |
| Staff-observed | High | Noticed guest always requests extra towels |
| PMS-synced | Medium | Reservation note mentions anniversary |
| AI-inferred | Lower | Pattern suggests preference for quiet rooms |
Using Living Profiles
Before Arrival
- Review upcoming guest profiles
- Note celebrations occurring during stay
- Prepare for known preferences
- Identify VIP guests needing special attention
During Check-In
- Greet by name with relevant context
- Confirm preferences are set up
- Mention any celebrations
- Reference previous stays (“Welcome back!”)
Throughout the Stay
- Add new nuggets as you learn them
- Log any hurdles immediately
- Record wow moments created
- Update preferences as needed
After Departure
- Profile persists for next visit
- All new information is preserved
- Analytics track guest lifetime value
Related Guests
Living Profiles can be linked to show relationships:- Spouse/Partner - Traveling together, shared preferences
- Family - Children, parents, siblings
- Business - Colleagues, assistants
- Companions - Friends, travel groups