Rezlynx Profiles - Marketing Preferences

On Monday 15th April 2024 there will be some small changes to the display and behaviour of Rezlynx Profile Marketing Preferences.

Background

Managing guest preferences for marketing correspondence poses challenges for hotels, particularly when profile data is collected through third-party systems without the opportunity to enquire about guest preferences directly. This often results in uncertainty regarding whether guests have intentionally opted in or if they have simply defaulted to the provided settings within the Rezlynx UI.

Adding to the complexity, the current implementation of marketing preferences utilises an ambiguous label, 'Exclude from Mailings', leading users to pause to consider the meaning.

Furthermore, some hotels rely on the 'Legitimate Interest' approach, presuming guest profiles are opted in by default until informed otherwise. However, profiles generated by third-party systems typically default to opted-out status, complicating efforts to accurately identify guests who have actively opted out.

In response to these challenges, we are introducing a tri-state concept to streamline the management of guest preferences.

What exactly is changing?

The following changes apply to the 'Exclude from Mailings' and 'Exclude from 3rd Party Mailings' flags that appear when creating or editing person profiles in Rezlynx.

Old	New

• Unless explicitly set, we will now default to a new 3rd state of ‘Unset’ for all new profiles created.
• The ini Setting defaults will no longer be used on creation of a profile.
• Because 3rd party integrations would not be expecting this new ‘Unset’ state, we're unable to communicate this at present. Therefore the ini setting defaults will now be used to determine how ‘Unset’ values are communicated/output.

Do I need to take any action?

If your site has chosen to set the defaulted ini settings to 'Opt-out', there will be no change in behaviour.

If your site has chosen to set the defaulted ini settings to 'Opt-in', the only change is that bookings from 3rd parties where the Exclude from Mailing flag is ‘unset’, will now observe the Default values, therefore communicating the unset value as Opt-in.