Are phone calls underrated as a conversion channel?

We work with businesses that manage bookings — rooms, services, courses, events, courts, activities.

One pattern keeps showing up:

The more complex the booking, the more likely customers are to call.

Not because the booking page is broken, but because they need confidence before booking.

Curious: do you see phone calls as operational overhead, or as high-intent channel – that was just not scalable until now?