Booking conversion rate is the percentage of website visitors or inquiry leads who complete a reservation. It’s one of the most important performance metrics for tours and attractions, since it shows how effectively your booking engine, checkout flow, and sales channels are turning interest into revenue.

In an all-in-one booking system, conversion rate can be tracked across:

• Online booking engine → how many website visitors complete checkout.

• POS and kiosks → walk-up conversion compared to inquiries or quotes.

• Rental management → percentage of rental availability that gets booked.

• OTA and affiliate channels → performance of third-party listings via API integrations.

• Marketing campaigns → traffic-to-booking conversion by channel (search ads, email, affiliates).

Improving booking conversion rate often involves streamlining checkout, reducing drop-off points, and using analytics to identify where guests abandon the flow. A higher rate means more revenue from the same amount of traffic.

——

Formula:
The booking conversion rate shows what percentage of visitors complete a reservation after landing on your booking page or site.

Booking Conversion Rate = (Total Bookings ÷ Total Website Visitors) × 100

Examples:

• A tour operator website gets 1,000 visitors in a week and 80 complete bookings → Booking Conversion Rate = 8%.

• A zipline attraction sees 600 landing page visits and 90 reservations → Booking Conversion Rate = 15%.

• A rental shop receives 400 visits to its booking page, with 20 completed transactions → Booking Conversion Rate = 5%.