The Heart of Guest Data (Step‑by‑Step)

Why Profiles Are the Heart of OPERA

Every great guest experience in a hotel starts with good data. In OPERA PMS, that data lives in profiles. A profile is a record that stores information about a guest, company, travel agent, or group.

Profiles are important because they:

• Store guest contact details, preferences, and stay history
• Link to reservations, billing, and loyalty programs
• Enable personalized service (e.g., room preferences, special requests)
• Support marketing, CRM, and revenue management
• Help hotels recognize returning guests and VIPs

In this post, you will learn:

• The main types of profiles in OPERA
• Key fields you should always complete
• How to create and edit profiles step by step
• How profiles link to reservations and billing
• Common mistakes to avoid

Types of Profiles in OPERA

OPERA supports several profile types. The most common are:

1. Individual Profile

Used for: Individual guests who stay at the hotel.

Stores information such as:

• Name (first, last, middle)
• Contact details (email, phone, address)
• Date of birth, nationality, passport number (if required)
• Membership or loyalty number
• Preferences (room type, floor, smoking/non‑smoking, pillow type, etc.)
• Stay history and past charges
• Special notes (VIP status, complaints, compliments)

Every time an individual books a stay, their reservation should be linked to an individual profile.

2. Company Profile

Used for: Corporate accounts that book rooms for employees or clients.

Stores information such as:

• Company name and address
• Main contact person and phone/email
• Billing instructions (direct billing, credit limit, payment terms)
• Negotiated rate codes and agreements
• Industry type and market segment

Company profiles are essential for business travel, group bookings, and direct billing arrangements.

3. Travel Agent Profile

Used for: Travel agencies that book on behalf of guests.

Stores information such as:

• Agency name and address
• IATA number or agency ID
• Contact details
• Commission setup (percentage, payment method)
• Preferred rate codes or packages

Travel agent profiles help the hotel track agency production and manage commission payments.

4. Group Profile

Used for: Groups such as conferences, tours, weddings, or events.

Stores information such as:

• Group name and event details
• Group contact person
• Room block details (number of rooms, room types, dates)
• Group billing instructions
• Special arrangements (meeting rooms, catering, welcome amenities)

Group profiles are linked to multiple individual reservations within the group block.

5. Source Profile (Optional, Depending on Setup)

Used for: Tracking where business comes from (e.g., specific websites, walk‑in, corporate direct).

Stores information such as:

• Source name (e.g., "Booking.com", "Hotel Website", "Corporate Direct")
• Source type (OTA, GDS, direct, referral)

Sources are often used in reporting to analyze production by channel.

Key Fields to Complete in a Profile

Not all fields are mandatory, but completing key fields improves service and reporting. Here are the most important ones:

For Individual Profiles

• Name: First and last name (correct spelling is critical)
• Contact: At least one phone number and email address
• Address: Full address if billing or correspondence is needed
• Membership/Loyalty: Loyalty program number and tier
• Preferences: Room type, floor, smoking preference, special requests
• Payment: Preferred payment method or stored card (if allowed by policy)

For Company Profiles

• Company name: Exact legal name
• Address and contact: Main office address and contact person
• Billing instructions: Direct billing yes/no, credit limit, payment terms
• Rate agreements: Linked corporate rate codes

For Travel Agent Profiles

• Agency name and IATA/ID number
• Contact details
• Commission setup: Percentage and payment method

The more complete the profile, the better the hotel can serve the guest and analyze business performance.

How to Create an Individual Profile in OPERA (Step‑by‑Step)

The exact steps may vary slightly depending on your hotel's OPERA version and configuration, but the general flow is similar.

Step 1: Open the Profiles Module

1. From the main menu, select Profiles (or use the quick search for profiles).
2. Choose New Profile or Create Profile.

Step 2: Select Profile Type

1. Select Individual as the profile type.
2. Click OK or Next.

Step 3: Enter Name Details

1. Enter Last Name and First Name.
2. Add Title (Mr., Ms., Dr., etc.) if required.
3. Check for duplicate profiles by searching before creating a new one (many properties require this).

Step 4: Enter Contact Information

1. Enter email address and phone number.
2. Add address (street, city, state/province, country, postal code).
3. Include any secondary phone numbers if relevant.

Step 5: Add Preferences and Special Information

1. Select Room Type preference (e.g., King, Twin, Suite).
2. Choose Smoking/Non‑Smoking preference.
3. Add any special requests (e.g., high floor, near elevator, extra bed).
4. Enter loyalty or membership number if applicable.
5. Add language preference or other personal details if your property uses them.

Step 6: Save the Profile

1. Review all information for accuracy.
2. Click Save or OK.
3. Note the Profile ID number (unique identifier for this guest).

Once saved, the profile can be linked to any number of reservations.

How to Create a Company or Travel Agent Profile

The process is similar to creating an individual profile, with a few differences.

For a Company Profile

1. Open Profiles and select New Profile.
2. Choose Company as the profile type.
3. Enter Company Name, address, and main contact details.
4. Complete Billing tab: direct billing instructions, credit limit, payment terms.
5. Link Rate Codes if corporate rates are configured.
6. Save the profile.

For a Travel Agent Profile

1. Open Profiles and select New Profile.
2. Choose Travel Agent as the profile type.
3. Enter Agency Name, IATA/ID number, and contact details.
4. Complete Commission tab: commission percentage and payment method.
5. Save the profile.

These profiles are then selected when creating reservations booked by the company or agency.

Linking Profiles to Reservations

Profiles become truly powerful when they are linked to reservations. Here's how it works:

Linking an Individual Profile

1. When creating or editing a reservation, go to the Profile or Guest field.
2. Search for the guest by last name or confirmation number.
3. Select the correct profile from the search results.
4. The reservation is now linked to that profile.

Benefits:

• The guest's preferences automatically appear on the reservation.
• Stay history is updated after each visit.
• Loyalty points and benefits can be tracked.

Linking a Company or Travel Agent Profile

1. In the reservation screen, find the Company or Travel Agent field.
2. Search and select the appropriate profile.
3. Ensure the correct rate code is applied (e.g., corporate rate, agency rate).

Benefits:

• Correct rates and billing instructions are applied automatically.
• Production reports can show how much business comes from each company or agency.
• Commission calculations are accurate for travel agents.

Editing and Merging Profiles

Editing a Profile

1. Open Profiles and search for the profile by name or ID.
2. Select the profile and choose Edit.
3. Update contact details, preferences, or billing information.
4. Save the changes.

Always update profiles when guests provide new information (e.g., new email, changed preferences).

Merging Duplicate Profiles

Sometimes, the same guest may have multiple profiles due to spelling variations or data entry errors. Many OPERA setups include a merge function:

1. Search for duplicate profiles (same name, similar details).
2. Select the profiles to merge (one will be the "master", others will be merged into it).
3. Use the Merge function (if available in your property).
4. Confirm the merge. All reservations and history will be consolidated under the master profile.

Check with your supervisor before merging profiles, as this action can affect reporting and guest history.

Common Profile Mistakes and How to Avoid Them

1. Creating Duplicate Profiles

Problem: The same guest ends up with multiple profiles (e.g., "John Smith" and "Jon Smith").

Impact: Fragmented stay history, incorrect loyalty tracking, missed preferences.

Fix: Always search before creating a new profile. Use wildcards and check similar spellings.

2. Incomplete Contact Information

Problem: Profiles missing email or phone number.

Impact: Cannot send confirmations, updates, or marketing communications.

Fix: Make email and phone mandatory fields in your property's standard operating procedure.

3. Wrong Profile Type

Problem: Using an individual profile for a company booking, or vice versa.

Impact: Incorrect billing, rate application, and reporting.

Fix: Double‑check the profile type before linking it to a reservation.

4. Outdated Preferences

Problem: Guest preferences not updated (e.g., guest now prefers non‑smoking rooms).

Impact: Poor guest experience, complaints.

Fix: Ask guests about preferences at check‑in and update the profile immediately.

Why Good Profile Management Matters

Well‑maintained profiles lead to:

• Better guest recognition and personalized service
• More accurate billing and fewer disputes
• Cleaner data for CRM and marketing campaigns
• Reliable reporting on corporate and agency production
• Smoother operations during busy periods

Taking a few extra seconds to complete and verify profile information can save a lot of time and trouble later.

What Comes Next in This Series

Now that you understand profiles, the next post will focus on reservations. You will learn how to create and edit bookings like a pro, including room types, rate codes, packages, guarantees, and cancellations.