I wasn't in hotels but at my old job I'd say we'd get about 3-4 phone calls per digital lead. One of our sources was about 100 to one. Seems people like talking to a real person sometimes. That And i think that the majority of users are not as comfortable on the computer as we are. I actually had to walk one customer though our site over the phone. It wasn't that our site was hard to understand--she just needed a real person to hold her hand.
It seems to have died down but my site has a contact page with postal address and phone number. You wouldn't believe the number of people that used to get the phone number off the site and call me to ask the postal address.