The look-to-book ratio measures the percentage of website visitors who complete a booking on a hotel's website.
The look-to-book ratio is a key performance indicator (KPI) that measures the percentage of website visitors who complete a booking on a hotel's website out of the total number of visitors who searched for availability. It reflects the effectiveness of the website in converting interest into actual reservations.
For hotels, optimizing the look-to-book ratio is crucial for maximizing direct booking revenue and reducing reliance on OTAs. For example, if a hotel improves its website's user experience and simplifies the booking process, it can see its look-to-book ratio increase, meaning more visitors are converting into paying guests.
