In an increasingly digital business landscape, the value of face-to-face meetings remains undeniable. New research from Accor, a global leader in hospitality, indicates that professionals globally across industries believe their ability to generate revenue could increase by 36% if all important meetings were conducted in person. The study underscores a key takeaway: while digital tools like video and phone conferencing are useful, the human connection fostered by in-person interactions is perceived as significantly more effective in driving business success and performance.
Human Connection Leads to Revenue Growth
The Accor study, which gathered insights from 9,000 professionals around the world, indicates a strong belief among professionals in the power of face-to-face meetings to drive revenue growth. A striking 85% of respondents expect that prioritising in-person meetings would significantly boost their revenue, with an average projected increase of 36% over the next year. This statistic highlights the tangible business benefits of face-to-face meetings, suggesting that companies looking to enhance their commercial performance might want to rethink their approach to client interactions.
One respondent stated, “Business professionals expect to close 37% more deals if they were able to conduct all their important meetings face-to-face.” This sentiment is shared by a majority of the professionals surveyed, with 81% indicating they believe they would achieve better business outcomes if they could prioritise in-person meetings.
Face-to-Face Meetings Drive Business Impact
Understanding in-person meetings are an investment, 35% of professionals globally agreed meeting in person is worth the investment in both time and costs. The study shows compelling data in favour of in-person business, with 92% of professionals agreeing it’s important with external clients – 67% stating it’s very important – and 85% of workers agreeing face-to-face interaction is important with internal colleagues.
The data highlights a strong preference for in-person meetings across various business functions, with many professionals believing they offer greater impact and value than virtual alternatives. In fact, respondents believe that one in-person meeting has the same impact as three virtual meetings – a clear indication that face-to-face communication fosters deeper connections and more successful business outcomes.
Around 41% agree that face-to-face interactions are more effective for business, particularly when it comes to sales, closing deals, and overall business success. Nearly 40% emphasise the importance of in-person meetings for their work, with 38% noting that the investment in time and costs is worthwhile. Furthermore, 37% believe in-person meetings are key to fostering company culture, while 35% report higher attendee engagement during these interactions. However, 33% acknowledge that virtual meetings make it more difficult to build personal relationships, underscoring the value of physical presence in the professional world.
Commercial return drives business travel
The primary driver of business travel is commercial, with 34% of professionals polled globally stating that closing a deal is their main reason to travel, closely followed by client (31%) and contract negotiations (30%). Events and trade shows remains a key priority with 30% of professionals saying it’s a primary reason to travel for business. Building and designing business strategy remains vital, the 5th most significant reason to travel for business, a priority for 20% of professionals.
Global professionals overwhelmingly prefer in-person interactions for key business activities, underscoring the continued value of face-to-face engagement in critical situations. A significant 68% favor conducting client presentations in person, compared to just 17% who prefer virtual formats. Site inspections show an even stronger preference for in-person involvement, with 77% choosing this method over the 11% opting for virtual alternatives. High-stakes business moments, such as closing a deal (74%) and contract negotiations (70%), also see a clear preference for in-person meetings, highlighting the importance of direct human interaction in building trust and finalizing agreements. These findings emphasise that, despite the rise of virtual alternatives, professionals still recognise the unique benefits of face-to-face meetings in fostering strong business relationships and commercial value.
A Hybrid Future for Business Interactions
Looking ahead, the research suggests that hybrid business models—combining both digital and in-person meetings is now the norm. As businesses continue to rely on digital solutions, the human touch provided by face-to-face meetings will remain an irreplaceable aspect of closing deals and fostering strong business relationships. While digital tools offer convenience and global connectivity, they cannot fully replicate the effectiveness of personal interactions.
Sophie Hulgard, Chief Sales Officer, Accor, commented on the findings, noting: “The potential 36% revenue gain from meeting face-to-face will be worth billions to the global economy. People need to connect, and while technology brings us together from around the world, it doesn’t replace the connection, culture and commercial value that comes from in-person interactions. Digital is powerful, but face-to-face is valuable.”
She adds: “Business is about people. Whether you are driving culture or commercial priorities, people are central to business strategy. Our study reveals that businesses stand to benefit greatly from prioritising in-person meetings, particularly for important negotiations and client engagements. As the world adapts to a new business as usual, companies that find the right balance between virtual and face-to-face interactions are likely to see stronger results, both in terms of deal closures and revenue growth.”
Conclusion: Face-to-Face Meetings as a Competitive Advantage
In a world that increasingly embraces digital transformation, the value of face-to-face communication has never been more evident. Accor’s findings show that business professionals recognise the importance of human interaction in achieving impactful results. With the potential to significantly boost revenue and close more deals, companies should view face-to-face meetings not just as a traditional practice, but as a competitive advantage in an evolving business landscape.
