Lately, I've been looking at a lot of hotel websites, some good...and some, not so good. I've also called many of the same hotels. Interestingly, no matter what I experienced while looking at the website, it was almost immediately replaced by what I felt when talking with the operator, reservations agent, etc.
We all focus a lot on our on-line presence...because we're told it's really important. And, it is...often the difference between getting the call or not. But, don't let that overshadow something far more critical to the sale...your voice. Be sure to spend at least an equal amount of time on that part of the experience too.