These are global weights applied to every guest equally when calculating their individual score. They are not per-guest values. For example, "Recency 30%" means that 30% of every guest's final score comes from how recently they stayed. A guest who stayed last month will score higher on that 30% than one who stayed two years ago, but the weight itself is the same for everyone.
Recency (30%)
30% of each guest's score comes from how recently they last stayed. Recent guests are far more likely to book again.
Frequency (25%)
25% comes from how many times they've stayed. Repeat guests already know and trust your property.
Value (20%)
20% comes from their total spend. High spenders are more likely to book premium stays and respond to upsells.
Engagement (15%)
15% comes from email engagement. Guests who opened or clicked previous messages are actively interested, even if they haven't booked recently.
Seasonality (10%)
10% comes from time-of-year patterns. A guest who typically books in summer will score higher for a spring campaign than a winter one.
The combined score determines which campaign tier each guest is assigned to: Tier 1 (highest scoring, personal approach), Tier 2 (mid-range, incentive-driven), or Tier 3 (lowest scoring, urgency-based). After each campaign cycle, RightNext automatically adjusts these weights based on which guests actually engaged and converted. The ↑↓ arrows show what changed.