Look-to-book ratio is the traffic of people looking at a listing on a website compared to the number that actually book a room.
In order to improve your look-to-book ratio, website reporting with tools such as Google Analytics will help your business understand which pages perform better or worse than others and why potential guests do not convert. Conducting research and creating conversation with focus groups regarding your booking process, will help you optimize your booking ratio.
How do you calculate Look-to-book Ratio?
Ratio of potential guests visiting your listing to number of actual bookers