I'm doing some extensive work on improving the conversion funnel of a hotel. From the beginning of the project I've built up some basic metrics for bounce rates, time on site, pages viewed etc. I'm now fairly comfortable with that end of the funnel. The critical point however is the behaviour of website visitors once they have entered the booking part of the website.

I work on several hotel websites and have established my own benchmarks. Does anybody have any basic metrics for "look to book" or similar ratios for hotel or similar travel or hospitality businesses?

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