How Sonesta Boosted Sales with Automated Lead Management - Case Study

Managing group bookings efficiently across a large hotel portfolio is never straightforward. With more than 800 hotels in various locations, Sonesta needed a better way to manage group sales, distribute leads and track engagement. Their existing process lacked transparency, making it difficult to follow up on opportunities or measure how effectively leads were being handled.

Without a clear system in place, corporate teams often had to rely on manual follow-ups and franchisees were left without the tools needed to convert group leads efficiently. The introduction of a Global Lead Passing System changed this dynamic, providing visibility into lead activity, improving response times and ensuring better support for franchise properties.

The urgency of implementing this solution was further heightened when Sonesta gave MeetingPackage a bold challenge: develop a functional system within just 60 days. MeetingPackage exceeded expectations, moving mountains within 45 days and rolling out the solution to over 700 hotels, an accomplishment rarely seen in the industry. Despite the tight timeline, the solution was successfully launched, proving the adaptability and effectiveness of an automated approach to lead distribution.

This case study looks at how Sonesta’s Enterprise Applications Product Manager, Kate Cortez, and IT Business Partner, Jose Soto-Mendigorin, helped implement this solution, what challenges they overcame and the impact the system has had across the company.

Watch the full discussion with Kate Cortez

The Challenge: A Lack of Visibility and Disjointed Sales Processes

Before introducing the new system, Sonesta’s approach to lead management was fragmented. There was no reliable way to track whether a lead had been received, opened or acted upon, which meant corporate teams were often following up blindly. Franchise hotels, each operating with different sales platforms, handled group inquiries inconsistently.

The key challenges included:

• No way to confirm whether hotels had received or responded to leads.
• Difficulty in distributing group sales inquiries to multiple hotels at once.
• Franchisees who were unfamiliar with group sales and hesitant to engage with incoming leads.
• A lack of centralized tracking, making it hard to measure conversion rates or identify properties that needed additional support.

For a company with such a diverse and growing portfolio, improving visibility and accountability was a top priority.

The Solution: A Centralized, Automated Lead Management System

Sonesta initially explored instant booking tools but soon realized they needed a more comprehensive system. Through intense discussions with MeetingPackage, they identified key challenges in managing group booking inquiries efficiently. This ultimately led them to implement the Global Lead Passing System, which allowed them to automate lead distribution, track engagement and provide better support to franchise hotels.

The system brought several improvements:

• Group inquiries could now be sent to multiple hotels at the same time, reducing delays in response.
• A new Click Report provided visibility into whether a lead had been opened, allowing corporate teams to escalate unresponsive cases.
• Franchise service managers could now engage hotels more effectively, offering targeted support where it was needed most.
• The platform was designed to be simple and intuitive, making it easier for hotel teams to adopt and use.
• The system integrated with Sonesta’s existing technology, ensuring a smooth transition for both full-service and limited-service properties.

The introduction of this system was not just about efficiency. It also helped foster stronger relationships between corporate teams and franchisees by creating a clearer, more structured sales process.

Watch the full discussion with Jose Soto-Mendigorin

The Impact: Better Engagement, Higher Conversions and Stronger Franchise Support

The new lead management system had an immediate effect on how Sonesta handled group sales. With real-time tracking, corporate teams could ensure that leads weren’t being lost or ignored, while franchise hotels received better guidance on how to close business.

• Franchisees who were previously hesitant about handling group sales began engaging with leads more actively.
• The ability to track lead engagement helped Sonesta identify where additional training was needed.
• Conversion rates improved, as hotels now had structured support and clearer insights into their sales opportunities.
• Sales teams were able to focus more on relationship-building rather than administrative follow-ups.

Kate Cortez, Enterprise Application Product Manager at Sonesta, highlighted the shift in efficiency:

"The biggest thing we have now that we never had before is visibility. We can now see when leads get to a hotel. Before, we didn’t know if an email went through. Now, we have a report that shows if the lead receiver even opened it, so we can follow up strategically."

This level of insight allowed franchise service managers to step in when needed, ensuring that every lead was given the best chance of converting.

Another unexpected outcome was that hotels that had never actively pursued group business before were now seeing opportunities they hadn’t considered. Some franchisees initially hesitated, but once they saw the results, they quickly became some of the strongest adopters.

"Some franchisees were initially hesitant, simply because they weren’t used to handling group sales. But now they’re receiving business they never had before and they’re seeing how valuable it can be." – Kate Cortez

A User-Centric Approach to Sales Technology

Beyond improving lead tracking, Sonesta focused on making the system as user-friendly as possible. A smooth transition was critical to ensuring franchisees would actually use the platform.

Jose Soto-Mendigorin, IT Business Partner at Sonesta, explained:

"One of the biggest things our users mention is how easy it is to navigate. The platform has been designed to remove unnecessary noise, making it intuitive and user-friendly."

Features like the built-in chat tool made a significant difference. Hotels could communicate with clients directly within the platform instead of relying on emails or separate systems.

"The chat feature alone makes it a valuable platform for me. It eliminates the need for endless email chains and allows everything to be stored in one place, so no information is lost when staff turnover happens." – Jose Soto-Mendigorin

The introduction of a rooming list feature also proved valuable, particularly for long-term stays and sports teams that frequently change room allocations. By allowing guests to manage these changes directly, the system reduced administrative burdens on hotel staff.

The Future: A Fully Integrated Sales Ecosystem

Sonesta’s long-term goal is to develop a fully integrated sales ecosystem where all lead management, customer relationships and sales activities are connected in one system. A key part of this vision is what they call the Golden Record, which is a unified customer profile that captures all interactions across transient, leisure and group business.

By integrating the Global Lead Passing System with booking tools, Central Reservation Systems and sales-driven automation, Sonesta is moving toward a more intelligent, data-driven approach to hotel sales.

"We need to be smart about automation. The real opportunity is using it to remove administrative tasks and free up hotel teams to focus on what really matters, which is building relationships." – Kate Cortez

With ongoing refinements, Sonesta is positioning itself as a leader in how hotels manage leads, engage franchisees and drive business growth.

A Scalable Model for the Hospitality Industry

Sonesta’s transformation demonstrates how automation can solve long-standing challenges in group lead management. By creating a centralized, trackable and scalable system, the company has improved lead engagement, strengthened franchise relationships and increased conversions.

This case study highlights how hotels can truly modernize their sales processes, create a more structured approach to group business and drive measurable growth in a competitive market.