New research from Accor has found “undeniable” proof of the value face-to-face meetings bring to business performance. Insights from 9,000 professionals around the world said revenue could increase by 36% if all important meetings were conducted in person, and agreed that human connection fostered by in-person interactions is significantly more effective in driving business success and performance.
A striking 85% of respondents expected 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 was shared by a majority of the professionals surveyed, with 81% indicating they believed they would achieve better business outcomes if they could prioritise in-person meetings.
Understanding that in-person meetings are an investment, 35% of professionals globally agreed meeting in person is worth the investment in both time and costs. Ninety-two per cent of professionals agreed meetings were important with external clients while 85% of workers agreed face-to-face interaction was important with internal colleagues.
In fact, respondents believed that one in-person meeting bore the same impact as three virtual meetings.
Around 41% agreed that face-to-face interactions were more effective for business, particularly when it came to sales, closing deals, and overall business success. Nearly 40% emphasised the importance of in-person meetings for their work, with 38% noting that the investment in time and costs was worthwhile.
Furthermore, 37% believed in-person meetings were key to fostering company culture, while 35% reported higher attendee engagement during these interactions.
However, 33% acknowledged that virtual meetings made it more difficult to build personal relationships, underscoring the value of physical presence in the professional world.
The primary driver of business travel was commercial, with 34% of professionals stating that closing a deal was their main travel purpose, closely followed by client (31%) and contract negotiations (30%).
A significant 68% favoured conducting client presentations in person, compared to just 17% who preferred virtual formats. Site inspections showed an even stronger preference for in-person involvement, with 77% choosing this method.
Looking ahead, the research suggests that the hybrid business model 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.
