Lead generation brings a business into contact with potential customers. A lead might share contact details through a website form or an event sign-up. Salesforce distinguishes new leads from qualified leads: initial interest does not establish that someone is ready to buy. Source: Salesforce Trailhead: Lead generation

Define a useful enquiry

Agree what information an adviser needs to respond, such as travel dates, destination and party size. Ask only for details that serve that next step. This gives the form a clear purpose and helps the team judge the usefulness of an enquiry.

Plan the response before the campaign

Name the person responsible for new enquiries and agree how the source and outcome will be recorded. Review qualified enquiries alongside the total received. This connects campaign activity to sales work without treating every form submission as a likely booking.

Written and updated by Travelgenix. Sources checked on 19 October 2026. Practical advice and examples are Travelgenix editorial guidance.