Which call-to-action (CTA) is most effective for a travel company’s video ad aimed at increasing bookings?

The choice "Book now" serves as the most effective call-to-action (CTA) for a travel company’s video ad focused on increasing bookings because it directly prompts the viewer to take the specific action the company desires—making a reservation or purchase. This CTA creates a sense of urgency and immediate engagement, which is crucial in the travel industry where potential customers may be considering multiple options or platforms.

Using "Book now" simplifies the path for viewers who are already inclined to make a booking; it eliminates any ambiguity regarding the desired action and channels their interest directly into committing to a trip. This aligns perfectly with the goal of increasing bookings, activating a strong behavioral response from the audience.

Other CTAs, while useful in different contexts, do not carry the same immediacy and action-oriented focus. For instance, "Learn more" and "Explore our offerings" suggest a preliminary stage of consideration rather than encouraging an immediate commitment. "Join our mailing list" is more aligned with building a long-term relationship or nurturing leads rather than converting immediate interest into a booking. Thus, in the context of maximizing bookings from a video ad, "Book now" stands out as the most effective and relevant choice.