Lost after an offer
An enquiry is lost after an offer when the guest received a price and the room details, then never booked.
Why it costs more than a missed message
The hotel has already done the work: availability was checked, a rate was chosen, an offer was written. Then the guest stops replying, or says the price is too high, or books somewhere else without saying so.
To measure it, count the enquiries that reached an offer in a week, then the share of those that never became a booking, per channel. Then read a sample of the threads. A price objection, an unanswered question about parking and an offer sent at 02:00 are three different problems with three different fixes.
A useful first fix is one follow-up within a day that answers the question the guest did not ask, before any discount is offered.
Where Wizorks shows it
Wizorks calls this class Lost after an offer on the Lost opportunities page, beside the loss reason when one was recorded, such as price or availability. A revenue manager can tell a rate problem from a follow-up problem, and open a recovery task from the same queue.