This article describes the Demographic Report, which summarises the guest mix at a property for a selected date range, including the number of guests, couples and single guests, and their average ages.
Overview
The Demographic Report shows a single-line summary of who stayed at the property over a chosen date range. For each property it shows the number of Areas, how many of those Areas were occupied, the total number of guests split into Adults and Children, and a breakdown of the guest mix into couples and single guests with their average ages.
Run this report when you need a quick profile of the guest base rather than a list of individual reservations (bookings). It is typically run by marketing, revenue and property managers. Because every figure is a total rather than a per-reservation row, the report stays short even across a full financial year.
Fields such as Gender and Date of Birth drive several columns on this report, and the fields shown on a Guest Profile can be configured for the property.
Please Note! RMS is highly configurable. Some Terminology, User Access & Permissions, Images, Labels, and Functions used in these articles may differ from your setup. CLICK HERE to find out more.
Use Cases
- Profile the guest base before a campaign - the marketing team runs the report across the last financial year to see the split between couples and single guests and the average age of each group, then shapes promotions around the dominant segment.
- Compare seasons - the revenue manager runs the report for two comparable periods to see whether the guest mix has shifted, for example more couples in shoulder season and more single guests over a peak event week.
- Check guest data quality - the front office runs the report and reviews the average age columns. Figures that read as 0Y 0M indicate that Date of Birth is not being captured on Guest Profiles, and a zero in Total Single Females alongside a high Total Single Males can indicate that Gender is not being recorded, because guests with no Gender are counted as male.
How to Access
In the side menu of RMS, go to Reports > Management > Guests > Demographic.
Tip! Select Add Report to Favourites Menu to add the Demographic Report to your Favourites, or Schedule to have it generated and emailed automatically as a PDF or CSV file.
Report Options
The Demographic Report has three report options. There is no More Options panel on this report.
| Report Option | Type | Default | Description |
|---|---|---|---|
| Reservation Between | Date range | Today | The From and To dates that bound the report. A reservation is counted when any part of its stay overlaps this range, not only when it arrives inside it. See Reservations counted. |
| Property | Multi-select | All Selected | Limits the report to the selected properties. Each property selected becomes its own group on the output. |
| Category | Multi-select | All Selected | Limits the report to reservations in the selected Categories. This option also narrows Total Areas. |
Column Headers
The report output has nine columns. Column headers render across two lines, so Areas and Occupied form the single column heading Areas Occupied.
| Column | Description | Source / Calculation |
|---|---|---|
| Total Areas | The number of Areas at the property that belong to the selected Categories. | Populated from the Areas included in the selected Categories at the selected Properties. No date filter applies to this column, so the figure does not change as the date range widens or narrows, but it does reduce when Categories are deselected. A property with no matching reservations is left off the report altogether rather than shown with zeros. |
| Areas Occupied | The number of Areas that were occupied during the date range. | A count of the distinct Areas used by the reservations the date range counts. An Area occupied several times during the range is counted once. |
| Total Guests | The total number of guests on the counted reservations, shown as Adults and Children side by side rather than added into a single total. For example, 253A 3C means 253 Adults and 3 Children. | Counts every guest record attached to each reservation, not just the primary guest. Infants and additional tariff guest types are not included in either figure. |
| Total Couples | The number of counted reservations booked for exactly two adults. | Counts reservations, not guests. See Couples and single guests. |
| Total Single Females | The number of guests aged 18 or over recorded as female on reservations booked for one adult. | Requires Gender and Date of Birth to be recorded on the Guest Profile. See Gender and Couples and single guests. |
| Total Single Males | The number of guests aged 18 or over recorded as male on reservations booked for one adult. | Requires Date of Birth on the Guest Profile. Guests with no Gender recorded are counted here. See Gender and Couples and single guests. |
| Average age | A figure derived from the ages of the counted adult guests but divided by every guest on the report, so it reads far lower than the two columns beside it. The second number is tenths of a year rather than months, so 7Y 2M means 7.2 years. | See Average age. |
| Average age Females | The average age of guests aged 18 or over recorded as female. The second number is tenths of a year rather than months, so 38Y 5M means 38.5 years. | Requires Date of Birth and Gender on the Guest Profile. Shows 0Y 0M when no counted female guest has a Date of Birth recorded. |
| Average age Males | The average age of guests aged 18 or over recorded as male. The second number is tenths of a year rather than months, so 40Y 5M means 40.5 years. | Requires Date of Birth and Gender on the Guest Profile. Shows 0Y 0M when no counted male guest has a Date of Birth recorded. |
Data Sources & Calculations
The following concepts each govern more than one column on the report.
Report structure
Output is grouped by property. Each property selected in the Property report option gets its own heading, a single detail row beneath it, and a bold subtotal row. A grand Total row at the foot of the report adds up the count columns across every property group. It does not produce a dependable figure for the three average age columns, which are recalculated on that row from the property rows rather than from the guests. On a single-property database the detail row, the property subtotal and the grand Total all show the same figures.
The report header shows the property or enterprise name, the report title, and the date range in the form Date : 01 Jul 2025 To 30 Jun 2026. The footer shows the generation timestamp and the user who ran the report.
When no reservations match the date range, no property heading renders and every column shows zero.
Reservations counted
The report counts reservations in the Unconfirmed, Confirmed, Arrived and Departed statuses. Cancelled, quote and no-show reservations are not counted. Group master reservations are excluded as well.
A reservation is counted when its stay overlaps the Reservation Between range, not only when it arrives inside it. A reservation that departs on the From date is not counted. Day use reservations are counted on the From date where the property is set to include day use bookings in occupancy, or where the Category is a day use Category.
Individual guests are counted only where their own arrival and departure dates also overlap the range, so a guest attached to a counted reservation is left out if their own stay fell outside the dates selected.
Gender
The single guest columns and the gendered average age columns read the Gender field on the Guest Profile. Gender accepts three values, M, F and X, and can be left blank, in which case no gender is stored for that guest. A guest with no Gender recorded is treated as male by this report, so blank Gender values are counted in Total Single Males and Average age Males. Guests recorded as X are counted in neither the female nor the male columns and contribute to none of the average ages, although they still count toward Total Guests.
Gender is a System Label and can be relabelled for the property under Setup > Property Options > Labels > System. The report column headings do not change when the label is changed.
Couples and single guests
Total Couples, Total Single Females and Total Single Males are not counts of the same thing, which is why they do not add up to Total Guests and cannot be reconciled against each other.
Total Couples counts reservations. A reservation is counted as a couple when it is booked for exactly two adults, whatever the guests on it are called, how old they are, or whether a Gender is recorded. This is why the figure can be larger than half the adult count and is unrelated to the number of Areas occupied.
Total Single Females and Total Single Males count guests. A guest is counted here when the reservation is booked for exactly one adult and the guest is aged 18 or over on the day the report is run. The female column requires Gender to be recorded as female; the male column picks up guests recorded as male and guests with no Gender recorded at all. A guest with no Date of Birth is treated as age 0 and so is left out of both columns.
Reservations booked for three or more adults contribute to Total Guests and Areas Occupied only. They are not counted as couples and their guests are not counted as single guests.
Average age
All three average age columns depend on Date of Birth being recorded on the Guest Profile. Where no counted guest of that gender has a Date of Birth, the column returns 0Y 0M. Age is calculated as at the date the report is run, not as at the date of the stay, and a guest with no Date of Birth is treated as age 0 and excluded from every average.
The figures read as years and months, but the second number is tenths of a year despite the M suffix. It only ever runs from 0 to 9, so 38Y 5M means 38.5 years, not 38 years and 5 months.
Average age Females and Average age Males are true averages: the ages of the counted guests of that gender, divided by how many of them there were.
The Average age column is not. It takes the same adult ages but divides them by Total Guests, which includes children and every guest on a reservation booked for three or more adults, none of whom contribute an age. The two halves of the calculation cover different groups of people, so the column is always much lower than the two beside it and should not be read as the overall average age of the guest base. Use Average age Females and Average age Males for that.
Please Note! Total Guests counts every guest record attached to a reservation, so a reservation carrying several named guests contributes each of them. If the figure looks lower than expected, check that guest names are being entered against the reservation rather than only the primary guest.
Related Reports
- Occupancy Report - reports occupancy and occupant numbers with an Adults, Children and Infants breakdown, and is the usual cross-check for the guest counts on this report.
- Guests by Region Report - groups the same guest base by the Region on each Guest Profile, run from the same Reports > Management > Guests group.
- Banned List Guests Report - lists guests flagged as banned, run from the same Reports > Management > Guests group.
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