If I’m on the booking page where the primary call to action is “Book Now,” what do you recommend using as a secondary call to action?

When a guest is already on the booking page, the primary goal is to keep them moving forward without introducing friction or decision fatigue. For that reason, the primary call to action should direct visitors to the booking engine with verbiage like “Book Now” or “Check Availability”
A secondary call to action, when used thoughtfully, should support the booking decision rather than distract from it
If you did want to employ a secondary CTA on the booking page we recommend the following secondary CTA approaches:
1. Highlight a relevant offer that still leads to the booking engine
  1. For example, a Hovr moment showcasing a featured package, seasonal promotion, or limited-time offer can reinforce value while keeping the guest on a path to book. The CTA might read: “View This Offer” which leads them to a specific special offer booking link
2. Utilize a CTA that is a specific room type booking link.
  
  ii. For example, “Book King Room” and direct to the specific room type booking link if available