How Do Resorts Measure MQL-to-Booking Conversion Rates?
Resorts measure MQL-to-booking conversion by unifying lead capture, qualification scoring, pipeline stages, and PMS revenue data—creating a closed-loop system that tracks every step from marketing inquiry to confirmed stay or event.
Resorts measure MQL-to-booking conversion by tracking how many qualified marketing leads enter the sales funnel and ultimately convert into confirmed room nights, group bookings, or event contracts. This requires CRM and PMS/CRS integration, lead scoring, consistent sales stages, and a system that attributes final booking revenue back to the originating MQL source. Resorts then analyze conversion by segment, planner type, booking window, and campaign to optimize future marketing investments.
What Resorts Track to Measure MQL-to-Booking Conversion
The MQL-to-Booking Measurement Playbook
A reliable conversion measurement process aligns marketing, sales, and revenue management around the same data.
Define → Capture → Score → Track → Attribute
- Define: Create clear MQL criteria based on value, segment, and booking window expectations.
- Capture: Centralize all forms, RFPs, calls, and planner inquiries in a unified CRM.
- Score: Use behavior, segment, and revenue potential to qualify leads consistently.
- Track: Follow MQLs through CRM pipeline stages tied to proposal, negotiation, and final confirmation.
- Attribute: Connect CRM → PMS/CRS bookings to calculate true MQL → booking conversion and revenue impact.
MQL-to-Booking Conversion Maturity Matrix
| Dimension | Basic | Operationalized | Predictive Engine |
|---|---|---|---|
| Lead Capture | Forms logged inconsistently. | Unified CRM with RFP + form integrations. | Real-time, multi-property lead enrichment. |
| Scoring | Manual MQL assignment. | Weighted scoring based on value + intent. | AI MQL predictions using history + behavior. |
| Tracking | No defined stages. | Consistent SAL → SQL → proposal → booked stages. | Dynamic journey modeling per segment. |
| Attribution | Marketing can’t see booked revenue. | CRM ↔ PMS revenue connection. | Full-funnel attribution with real-time ROI. |
| Business Impact | Leakage and low visibility. | Higher conversion & better forecasting. | Predictable group & leisure revenue growth. |
Frequently Asked Questions
What is a good MQL-to-booking conversion rate for resorts?
It varies by segment, but group/event MQLs typically convert at 3–8%, while high-intent wedding or corporate retreat leads may convert at 10–20% depending on season and property type.
How frequently should resorts analyze conversion rates?
Monthly for trend analysis, and quarterly for strategic optimization across segments and campaigns.
Should resorts measure bookings or revenue?
Both—but revenue is the truest metric. Some MQLs convert into large group contracts while others convert into lower-value stays, so revenue attribution provides better insight.
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