The look-to-book ratio (L2B) compares the number of searches or availability requests ("looks") with the number of bookings that result from them. It is used in hotel distribution and e-commerce: in a GDS or channel connection it shows how many availability and rate queries a partner sends for every reservation, and on the hotel's own booking engine it shows how many searches it takes to win one booking. A lower ratio means lookers are turning into bookers more efficiently. It is closely related to the conversion rate, expressed the other way round.
How is the look-to-book ratio calculated?
Look-to-book ratio = number of looks / number of bookings. Example: if the booking engine records 12,000 availability searches in a month and 240 bookings, the look-to-book ratio is 12,000 / 240 = 50:1, which equals a 2% search-to-booking conversion rate.
Why does the look-to-book ratio matter for hotels?
On the hotel website, a high ratio points to friction: rates that are hard to compare, missing information or a slow booking process. In distribution, a very high ratio means a partner generates heavy query traffic for little business, which is why GDS and channel agreements sometimes set look-to-book limits or fees.
How can hotels improve their look-to-book ratio?
Hotels improve it by showing clear rates and room content, keeping availability and prices consistent across channels, simplifying the booking steps for a smooth user experience and answering questions before guests book. With a platform such as chatlyn, the AI chatbot answers pre-booking questions on the website chat and WhatsApp and sends guests the hotel's booking link, so they can finish the booking in the booking engine.
