Look to Book Ratio

[jk3210]

If I'm figuring it correctly, my look to book ratio is .6% over a three month period for a travel related site.

I have nothing to compare it to, so would anyone happen to know if this ratio is good or bad?

[Bronte]

Varies considerably depending on season, destination, what type of site (solely bookings, bookings as an extra etc...), what type of travel..... I've no idea what the big booking-only websites conversion figures are, but travel affiliates have said in the past that 1% is good. Some sites are much higher, some sites much lower.

Unless you can access the stats of your closest, most similar competitor, then you just have your own figures to work on - no-one else's are really going to be very relevant. Start with 0.6% when you're making projections, and try different methods of raising this percentage.

People dream about travel for weeks before they book, in my experience. They read twenty websites, consider a hundred options before booking. If they ever book...

[rcjordan]

>1% is good. Some sites are much higher, some sites much lower.

Yep, I'd say that .6 is within the range for a general-travel site.

[linkshark]

>Varies considerably depending on season, destination, what type of site<

Same here. I use several different merchants and I seem to hover around 1% +or- LTB rate. Some months are better than others.

The main program I use is a cobrand, and their stats do NOT discount referrals from SE bots, so the ratio is VERY skewed. Makes it very hard to tell my actual LTB % for that program.

[Bronte]

Today 5% of the visitors I sent to my main travel merchant have made bookings. I'd say that's a pretty good day.