A Master Profile is the resolved person record for one real guest within your Property Group. It is built from the guest fragments that connected sources already hold: PMS, booking, POS, spa, OTA and other tools under your stack.
Casa Layer keeps those source records in place and also maintains one clear identity so staff and tools can treat one guest as one guest across systems.
Why Master Profiles exist
The same person often appears many times:
different IDs in different systems
slight name, email or phone variants
a note in one system that never reached another
Without resolution, front desk, ops and commercial teams stitch that together by hand. Master Profiles close the gap: keep the source records, and also maintain one resolved identity for the person those records describe.
Guest profiles and Master Profiles
A guest profile is one source system’s record of a guest, stamped with the integration it came from. The same real person can have many guest profiles across sources and properties.
A Master Profile is what you get after related guest profiles are matched for your Property Group. It typically carries:
attributes drawn from the member guest profiles
provenance so you can see which source contributed a displayed field
the member guest profiles that belong to that person
Until a guest is clustered with others, a single source profile can still appear as a usable person record on its own.
How resolution works in practice
In practice, the flow looks like this:
Connected sources contribute guest profiles and related stay, spend and note context into your Property Group.
Casa Layer runs identity matching for that Property Group on a schedule.
Matching guest profiles are grouped into one person.
Updated Master Profiles become available so staff and read surfaces see the latest resolution.
A few boundaries matter day to day:
Profiles from different Property Groups are never compared
Resolution is always scoped to the Property Group
Source guest profiles remain source records; resolution does not silently delete vendor history
Confidence and provenance
Master Profiles are not a black box. Product surfaces can show:
Provenance: which connected source supplied a displayed field, for example phone from one source and email from another
Confidence signals: how strongly a member guest profile belongs with that person
Use those signals when something looks wrong. A surprising merge is a cue to review inside Casa, not a cue to invent a spreadsheet process outside it.
What staff see day to day
Depending on role and rollout, staff may meet Master Profiles through:
the Casa Master Profiles experience for search and review
Guest Lookup (Chrome), which searches Master Profiles and opens an Overview card plus sourced personalization chat
Tables, which can hold master or guest members for ops lists. Tables are not marketing segments
partners and agents via the open API and agent tools (read-only today) on docs.casa-layer.com
On a good Master Profile, staff should expect one person rather than near-duplicates, stay and related context linked through member source profiles, and visible provenance when they need to know why a field looks the way it does.
What Master Profiles are not
Not a replacement PMS guest folio
Not a claim that Casa invents data the sources never provided
Not a CRM, messaging product, or rip-and-replace system of record
FAQs
If two emails disagree, which one wins?
Canonical fields follow survivorship rules that can weigh source priority, frequency, recency and completeness. Read provenance on the field rather than assuming a silent guess.
How fresh are Master Profiles?
Resolution runs on a schedule for the Property Group. Between runs, new source data continues to land as guest profiles and related records. The Master Profile directory reflects the latest completed identity job.
Can we keep two similar people apart?
Yes in concept. Operators can need hard rules so certain profiles stay together or never merge. Confirm the live control path with Casa before relying on step-by-step override instructions.
Do Tables replace Master Profiles?
No. Tables are group-scoped containers of people for ops work. Master Profiles remain the resolved identity records those lists can reference.