Use objects to personalize hospitality communications

Why objects power better marketing for hospitality

Let’s face it: there is rarely a quiet day when you work in hospitality marketing. Whether you support a hotel, restaurant group, resort, travel brand, or experience-based business, you likely wear many hats, and the pressure is on to create personalized communications for every guest.

Today’s customers expect tailored experiences at every stage of their journey. But managing guest communications across multiple systems and touchpoints can quickly become overwhelming.

That’s where objects in Klaviyo come in.

Objects are reusable groups of customer data tied to a profile. They’re especially useful for hospitality brands because they can store repeatable information, like reservations, stays, or memberships, in a more organized way than standard profile properties. This makes it easier to manage complex customer data and create more personalized experiences at scale.

For example, hospitality marketers may use Reservation or Reward objects to store important guest details more effectively.

Let’s take a look at some real examples of what you could do with objects:

• Send pre-arrival emails based on a guest’s upcoming stay.
• Stop sending reminders if a booking is canceled.
• Track loyalty milestones or rewards and message guests at the right moment.

All in all, objects enable you to centralize communications in Klaviyo, create dynamic audience segments based on real-time customer activity and engagement, and power more personalized pre-, mid-, and post-experience messaging.

Find and create objects

In Klaviyo, you can create either application objects or custom objects depending on how your hospitality data is connected.

• Application objects are automatically created when you enable supported integrations like Cloudbeds, Mews, Guesty, Thanx, or Punchh.
• Custom objects, on the other hand, are built and managed by you using data from your own systems, making them a flexible option for businesses without those integrations enabled.

Application objects can be found by heading to Content > Objects. Additionally, review our Help Center article on how to build custom objects in Klaviyo.

Build tailored segments for hotels

Now that you know what objects are and how to find or create them in Klaviyo, let’s talk about how you can use them to level up your messaging.

And that starts smarter segmentation.

Explore common segments using objects that you can create in Klaviyo below.

Future guests

• Who they are: Guests who have a reservation dated in the future
• Criteria for your segment:
  • Properties about someone > Reservation > Person> has at least 1 > Click Add filter and select: where > StartDate > is after > today’s date.
• Send them: Educational messages about onsite amenities, experiences, offers, and neighborhood guides for their upcoming stay.

Current and future guests

• Who they are: Guests who are currently staying onsite, or have a reservation dated in the future
• Criteria for your segment:
  • Properties about someone > Reservation > Person > has at least 1 > where > StartDate > is after > today’s date.
    OR
  • Properties about someone > Reservation > Person > has at least 1 > where > StartDate > is in the last > 90 days > Click Add filter and select: where > EndDate > is in the next > 90 days.
• Exclude them from: Any promotional campaigns you have planned; these are people who are either staying with you now or will be soon, so don’t ask them to spend more or book another reservation right now.

Build tailored segments for restaurants

Diners with active rewards

• Who they are: Diners who have active rewards that haven’t been used yet.
• Criteria for your segment:
  • Properties about someone > Reward > has at least one > where > Status > is > unredeemed.
• Send them: Reminders about upcoming events, menu specials, themed items, etc. that they can use their rewards for.

Diners with rewards expiring within 1 week

• Who they are: Diners with rewards within in 1 week.
• Criteria for your segment:
  • Properties about someone > Reward > has at least one > where > (either CampaignRedeemableTo or ExpiringAt, depending on your integration) > in the next > 7 > days.
• Send them: Targeted messages about upcoming opportunities to redeem the reward. You can also use this segment to create a segment-triggered flow to automatically send reminders to use rewards before they expire.

Improve templates with personalized guest information

Personalized templates are key for creating relevant campaign and flow messaging. So, where do objects come into play?

Objects enable you to include reservation and reward details in your messaging, so each touchpoint is specific to their relationship with your brand.

Follow the steps below to use object data to personalize your templates:

Need more help? Check out our Help Center article on how to add personalization into text blocks.

Trigger relevant messages throughout the guest journey

Klaviyo flows make it easy to automatically send personalized messages based on each guest’s behaviors, preferences, and profile characteristics. With flows powered by objects, brands can take personalization even further by tailoring communication to specific bookings, properties, destinations, room types, or experiences. This allows you to create automated, highly relevant touchpoints throughout the customer journey that drive engagement, bookings, and long term loyalty with minimal manual effort.

You can use objects in flows by either setting up date-triggered flows, or within flow filtering. Learn more about how to use objects in flows.

Click through the tabs below to explore some recommended flow ideas for hotel and restaurant businesses.

Hotel businesses Restaurant businesses

Hotel businesses

Flows can be used to trigger communications to guests that keep them informed and engaged throughout their journey with you: pre-stay, during their stay, and post-stay. Here are some ideas for how to do this:

• Pre-stay: Build excitement before arrival with automated messages featuring booking details, amenity highlights, travel tips, upgrades, and personalized add-on offers. Using objects, brands can tailor messaging based on specific reservations, properties, room types, destinations, or guest preferences.
• During stay: Enhance the onsite experience with real-time recommendations for dining, spa services, hotel activities, local attractions, and daily schedules. Objects make it possible to personalize content based on the guest’s current stay, property, itinerary, or purchases made onsite.
• Post-stay: Automatically follow up after checkout with review requests, feedback surveys, loyalty offers, and rebooking opportunities. With objects, brands can reference details from a guest’s stay to create more relevant follow-up experiences and future offers.

Restaurant businesses

Flows can be used to trigger guest communications that encourage reward usage and build loyalty over time. Here are some ideas for how to do this:

• Reward unlocked: Automatically notify guests when they’ve earned a new loyalty reward, and encourage redemption with personalized messaging that highlights the reward value, eligible menu items, or nearby locations. Using objects, restaurants can tailor content based on loyalty tier, reward type, purchase history, or favorite items.
• Reward expiring soon: Send timely reminders before a reward expires to drive repeat visits and increase redemption rates. Objects allow restaurants to personalize messages with specific reward details, expiration dates, preferred locations, or menu recommendations based on past orders.
• Active rewards conditional split: Enhance existing flows with conditional splits that identify guests with active rewards and dynamically adjust messaging to promote redemption opportunities. This allows restaurants to deliver more relevant experiences based on loyalty status, available rewards, or recent customer activity.