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.
Contributor(s): Amisha Joshe
This was last updated in September 2005
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