The look-to-book ratio compares how many people view a hotel's availability or listing against how many actually reserve. It is a raw measure of how well interest converts into bookings on a given channel.
On the hotel's own website it is essentially the inverse view of conversion rate, while OTAs and connectivity providers also use it to monitor how many availability searches a hotel's connection answers per resulting booking.
A worsening ratio signals friction or mismatch, prices out of line with the market, poor photos, or availability errors returning wrong rates. Watching the trend per channel catches these problems earlier than waiting for monthly revenue reports to disappoint.
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