Master the Aspect of the Look-To-Book Ratio for Your Hotel

Imagine having a crowd around you but no one you can call a friend! Terrible, isn’t it?

Hotels often experience something similar to this when their prospect guests visit their website but do not make any bookings. This aspect of hospitality businesses is measured as the “look-to-book ratio”.

Let’s understand this in more detail.

In today’s digital world, users always scrutinize every service and product they are likely to purchase. That is what travelers do while booking their accommodations. They surf through the internet, various hotel websites, and OTA platforms to find a perfect stay at an affordable price.

I bet you don’t want your hotel to be just a part of their surfing process. Rather you’d like the guests to stop by your website and find it a perfect fit to book.

However, earning an instant booking from your website visitors is not easy. You have to set up proper strategies to hold your guests’ attention and to even out your hotel’s look-to-book ratio effectively.

But worry not. In this blog, I am going to discuss it all step-by-step.

What Is the Look-To-Book Ratio?

As the name suggests, the look-to-book ratio (also known as the L2B ratio) is a comparison between the number of people who visited your website vs the number of people who made a booking.

This ratio is one of the key performance indicators for your hotel and its website. It gives a reality check of your website’s quality and tells you if it is effective enough to make good sales.

What is an ideal look-to-book ratio?

After understanding the look-to-book ratio, as a hotelier, you might want to achieve the best value of it. So, let’s address the real question now – “what is the value of an ideal look-to-book ratio for hotels”?

You might think it is 1:1 but it can happen only in hypothetical situations. It is clearly an unrealistic case where every person that visits your website ends up booking a stay.

To be honest there is not any particular value that hotels should run after. Instead, through constant efforts, they must try to improve their ratio day by day.

So, let's say your look-to-book ratio is 30:1. Meaning, out of 30 people visiting your website, only 1 is booking. Now your next goal can be 25:1 or 20:1. You can even aim to achieve 10:1 in the long term (though it is not a cakewalk).

Yes, it seems easy to write and read these values, but achieving them is a whole different game altogether. However, it is not impossible. And this is why I am here to guide you through perfect strategies to help you reach your goals.

How to Improve Your Hotel’s Look-To-Book Ratio?

To improve your hotel’s look-to-book ratio, the sole strategy is to make your online presence more appealing.

When your guests reach your website they should feel connected. If the website visitors can relate to your website, its content, and your property then you are halfway through.

In this section, I am discussing all the strategies you must note and follow to improve your L2B Ratio.

1. Make your website visible

If you want people to book your hotel, the primary step is to reach them. For that, your website should stand out from the pile of the internet ecosystem.

To do so, you must work on the content of your website. Research on the current customer behavior, how they search on the internet and other platforms, and what they are actually looking for.

In technical terms, note down the SEO keywords (search engine optimization) and include them in your website content.

By using effective SEO for hotels you will get acknowledgment in the search engine to become visible to the world. With time, you will start driving more customer visits to your website.

2. Track your target audience

Let’s just face the truth, you can’t please every visitor. What you can do is attract a particular niche. According to your hotel and its facilities, you must figure out what is an ideal guest persona for your hotel.

Once you track down your audience, you can use effective techniques to pull them in. You should know how to impress them on their first visit to your website.

As we know, hitchhikers and solo travelers will look out for a fun and carefree experience. Whereas families will look out for a whole package and comfortable stays.

So, to hold the attention of your ideal guest, your website should give them the particular vibe they desire. If they do not get excited about their stay just by looking at your website, then they will barely book you.

3. Keep your audience engaged

People do not always visit the hotel’s website to make a booking. Sometimes they just make future plans and casually lookout for travel and vacation spots. (To get that adrenaline boost:D)

In these cases, it is important to make an ever-lasting impression on your audience. They should have a strong image of your hotel so that whenever they plan to book, they will remember you.

To establish such an impact, you must connect with your audience personally besides the basic advertisements. For this, it is important to have your presence on social media sites. 
Recently, hotels are also using WhatsApp business tools to connect well with their guests.

Due to WhatsApp’s popularity among all segments of society, it helps in better reach. With its catalog tool, hotels are able to share their offerings with a single click. It helps build a strong pre-booking connection with guests, eventually resulting in an increased number of bookings.

Explore more benefits of WhatsApp Business 

4. Build an authentic and appealing website

One thing that users lookout in your hotel website is accurate information. While creating it, ensure you are not keeping the details vague and hidden. Always give out the full and right information to your visitors.

This unveils transparency and adds authenticity to your hotel’s image.

However, it does not come solely through the content, the design and color scheme of your website are also inclusive. These can seem to be the less important factors but the visuals do impact a lot on the conscious as well as the subconscious minds of your guests.

So, for bringing a genuine aura to your website, along with its content, you must build it with eye-pleasing and exciting visuals. 

An effective website builder software can help you do so. You can check out eZee Panorama, which helped many properties build their dream websites and improve their L2B ratio.

5. Keep the booking process smooth

Once you build an appealing website, ensure that it also functions smoothly. If there are a lot of hurdles while booking and getting its confirmation, then your website will instantly lose its charm.

The first thing you must look out for is an effective booking engine. It should be highly receptive and instant in terms of functioning. So that, your guest gets a wide range of platforms to connect with your hotel easily. Moreover, it should notify you immediately to track your bookings and assist your potential guests.

You can check out eZee’s Booking Engine which handles all these affairs ideally.

Besides this, the process of booking should be kept short and simple. Do not make your booking box a registration form for some entrance exam. Your guests may feel it is too extensive and may leave without booking.

6. Put up amazing offers

One of the prominent ways to improve your hotel’s look-to-book ratio is by offering great deals.

Your guests surf the internet just to find the best deals. So, if your website has reasonable prices and great offers for them then they will definitely book you.

This is why putting up different offers in festivals and seasons become important. Giving special offers on repeat bookings, discounts on group bookings, and great deals on packages – are some excellent ways to persuade your audience for booking.

7. Provide instant assistance

“Never keep your guests waiting!” This goes for pre-booking as well. The moment you put your guests on hold, you lose them, especially in the pre-booking phase.

Nowadays, people are reckless in terms of doing activities or taking decisions. Gone are the days when they used to have patience.

So, if they have any queries, you better guide them instantly, or else they will move on to your competitors in no time. It is important to be available for your guests whenever they contact you otherwise you lose a booking. This will eventually reflect on your L2B ratio.

8. Shield well from negative reviews

Reviews have become an important source for website visitors to check your hotel’s authenticity. Hence, it is necessary to manage them wisely.

If your prospective guest checks your website and reads a bad review then they become skeptical. It reduces your chances of earning a booking.

Therefore, keeping your website clean and sober in terms of reviews is a must. But it can get a little challenging too.

For making it easy, your hotel can use a reputation management system to deal with the reviews on your website. eZee also provides you with Free Review Response Templates so that you can respond to positive or negative reviews in an ideal and safe way.

9. Handle cancellations like a pro

One thing that can’t be overlooked here is when your guests confirm a booking with you and then cancel it.

Cancellations are the silliest way to lose your bookings. They snatch away your hopes for a better L2B ratio. However, it can be handled well.

If your booking terms are feasible and flexible to suit your guest’s requirements then there are fewer chances of cancellations.

Still, if it happens, you can earn it back by keeping the rescheduling window open for your guests. Or by asking about their genuine issues and trying to amend them.