look-to-book ratio

The look-to-book ratio is a figure used in the travel industry that shows the percentage of people who visit a travel Web site compared to those who actually make a purchase.

The look-to-book ratio is a figure used in the travel industry that shows the percentage of people who visit a travel Web site compared to those who actually make a purchase. This ratio is important to Web sites such as Priceline.com, Travelocity.com, and Expedia.com for determining whether the Web sites are securing purchases. To improve their look-to-book ratios, such sites sometimes resort to offering incentives such as naming your own price, providing live travel agent chatting, and using imaging technology to showcase travel locations.

This was first published in September 2005

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