GoHighLevel · Make.com · Aviation / Group Travel
Building an end-to-end group booking CRM and automation system
A single group travel enquiry can touch a dozen stages before it becomes a completed trip — requester, group details, qualification, quote, follow-up, booking decision, passenger information, documentation and post-trip follow-up. aibrevo designed the CRM and automation ecosystem connecting all of it for Spirit Airlines' group-booking operation, from first enquiry through to post-travel follow-up.
The challenge
Group travel isn't an individual booking. A single enquiry involves a requester, an organization, group size, dates, route, requirements and — usually — a quote that needs negotiation before anyone books. Managing that manually across a large airline operation creates delays, fragmented information, inconsistent follow-up and no shared visibility between sales and operations.
aibrevo designed and implemented an end-to-end CRM and automation ecosystem for Spirit Airlines' group-booking workflow, connecting customer acquisition, sales, communication, workflow automation, integrations, internal operations and reporting into a single system rather than a set of isolated automations.
The architecture: four connected layers
Acquisition & Routing
Every group inquiry lands in one CRM record — requester, organization, dates, route, group size and requirements — then gets validated and routed to the right owner automatically instead of sitting in a shared inbox.
Sales & Quoting
Qualification, discovery, quoting and follow-up run as a structured pipeline with an owner and next action at every stage, not an email thread someone has to remember to revisit.
Operations
A confirmed booking triggers a clean handoff into passenger/group information collection and internal task creation — sales and operations work off the same record instead of recreating it.
Retention & Recovery
Non-responsive quotes get a structured follow-up sequence instead of quietly going cold, and lost opportunities move into nurture rather than disappearing from the pipeline.
Six pipelines, one booking lifecycle
A group inquiry, a qualified opportunity and a confirmed booking aren't the same record moving through one flat list — treating them that way is where most CRM builds for group travel fall apart. This build runs six connected pipelines instead:
Group inquiry intake
New Group Inquiry → Information Required → Qualified → Assigned → Contacted → Quote Preparation → Quote Sent → Follow-Up → Negotiation/Decision → Booking Confirmed. Every inbound request is captured with requester, organization, dates, route, group size and requirements the moment it arrives.
Qualification
Checks group size, travel dates, route and requirements against what's needed to quote. Complete information moves the record to Qualified automatically; missing fields route it to Information Required with an automated request instead of a manual review.
Sales / group booking
Qualified → Discovery/Requirements → Quote Preparation → Quote Sent → Follow-Up → Negotiation → Decision Pending → Confirmed → Lost/No Decision. Every opportunity carries an owner, stage, next action and full communication history.
Quote follow-up
Quote Sent starts a follow-up window; no response triggers Follow-Up #1, #2 and #3 before the opportunity moves to long-term nurture. Any customer reply at any point pauses automation and hands the opportunity back to a human.
Booking confirmation & handoff
Booking Confirmed triggers customer-facing confirmation and next-step communication plus internal tasks and team notification — a clean sales-to-operations transition without re-entering the customer record.
Closed lost & reactivation
Closed Lost → reason captured → categorized into the right nurture track → re-engagement sequence. A lost opportunity is requalified and reopened the moment the customer shows renewed intent, rather than staying permanently closed.
Make.com as the integration layer
GoHighLevel stays the customer-facing operational hub while Make.com handles the orchestration between it and connected systems — a new group inquiry triggers a webhook, Make.com processes and validates the data, applies routing logic, and writes the result back into GoHighLevel as an opportunity with the correct owner, tags and notifications. Complex business logic runs outside the CRM instead of being forced into it.
Automation that removes the manual handoff
Every stage transition above is backed by an automation, not a person remembering to move a record. A few of the load-bearing ones:
Lead routing
New inquiry → validate fields, identify request type, assign owner, create opportunity, apply tags, create internal task, send acknowledgement — before a human touches it.
Qualification gate
Complete information → Qualified. Missing information → automated request for exactly what's missing, instead of an employee manually reviewing every field.
Quote follow-up sequence
No response after a quote triggers escalating follow-ups on a fixed schedule, then long-term nurture — and stops the moment the customer responds.
Booking → operations handoff
Booking Confirmed → confirmation sent, documentation requests queued, internal tasks created, operations team notified, customer lifecycle stage updated — all from one status change.
Error handling
Automation trigger → process → on failure, the workflow logs the error, notifies the internal team and queues manual resolution instead of silently failing.
The data model underneath it
Separate, related object types instead of one flat contact record carrying every detail of a group request:
| Contact | Who is the requester |
| Organization | Who they're booking on behalf of |
| Opportunity | Where the request sits in the sales process |
| Group Request | The specific travel requirement being managed |
| Booking | Confirmed booking status and details |
| Activity | Communication and actions taken on the record |
The result
Before: inquiry → manual review → manual assignment → manual follow-up → quote → manual reminder → manual handoff to a separate operations process → manual reporting. After: one connected system carrying a group booking from first inquiry through qualification, quoting, follow-up, confirmation, operational handoff, travel preparation and post-travel follow-up — with no manual handoff between sales and operations.
What aibrevo built
The CRM, automation and integration layer.
- Six connected pipelines covering the full inquiry-to-retention lifecycle
- Automatic lead routing, qualification and quote follow-up with escalating reminders that pause the moment a human conversation starts
- A Make.com orchestration layer connecting GoHighLevel to webhook- and API-based integrations
- A structured tagging framework (source, customer type, lifecycle stage, priority) driving automation rather than sitting as unused labels
- A clean sales-to-operations handoff at booking confirmation, with no record recreated by hand
- Reporting across sales, operations, customer activity and automation health in one place
Why it's structured this way
The core design principle behind the build.
Group bookings fail in the gaps between systems, not inside any one of them — a quote that never gets followed up, a confirmed booking that operations doesn't hear about until a customer calls asking why nothing's happened. The architecture is built around "update once, automate the rest" instead of asking a team to keep three systems in sync by hand.
The aibrevo approach
The brief wasn't "set up GoHighLevel for group sales." It was "design the complete digital operating system around group booking" — connecting CRM, sales, customer communication, workflow automation, Make.com, APIs/webhooks, internal operations and reporting into one architecture built for scale, not a template configuration.
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