## Face-to-Face Meetings: Still a Key Driver of Business Success in the Digital Age
While the digital world continues to evolve at breakneck speed, a recent study by Accor, a leading global hospitality company, reveals a powerful truth: the importance of face-to-face meetings remains undeniable. In fact, professionals across industries believe their revenue potential could skyrocket by up to 36% if all critical meetings were conducted in person.
This research highlights a crucial insight: while video conferencing and phone calls offer convenience, in-person interactions foster a unique level of human connection that is essential for achieving optimal business success and performance.
Face-to-Face Interactions Fuel Revenue Growth
Accor’s study, which surveyed 9,000 professionals worldwide, unveils a widespread belief in the power of face-to-face meetings to drive revenue growth. A staggering 85% of participants anticipate substantial revenue boosts from prioritizing in-person meetings, projecting an average increase of 36% over the coming year. This finding underscores the tangible business advantages of face-to-face meetings, suggesting that companies aiming to improve their commercial outcomes should re-evaluate their approach to client and customer engagement.
One respondent stated, “Business professionals expect to close 37% more deals if they were able to conduct all their important meetings in person.” This sentiment is echoed by a majority of professionals surveyed, with 81% indicating they believe they would achieve better business outcomes if they could prioritize in-person meetings.
Face-to-Face Meetings Boost Business Value
Acknowledging the investment involved in face-to-face meetings, 35% of professionals worldwide agree they are worth both the time and expense. The study presents compelling evidence supporting face-to-face business interactions, with 92% of respondents affirming the importance of meeting with external clients—67% considering it very important—and 85% valuing in-person meetings with internal colleagues.
The findings indicate a strong preference for face-to-face meetings across diverse business functions, with many professionals believing they offer a greater impact than virtual alternatives. Respondents even suggest that one in-person meeting can be as effective as three virtual ones, underscoring how direct communication fosters stronger connections and better business outcomes.
Commercial Gains Drive Business Travel
The main motivator for business travel remains commercial impact, with 34% of global professionals identifying deal closings as their top travel reason, followed by client interactions (31%) and contract negotiations (30%). Events and trade shows also hold importance, with 30% indicating these as primary travel purposes. Business strategy development ranks as the fifth major reason, prioritized by 20% of professionals.
The Hybrid Path Forward
Looking ahead, the research suggests a growing adoption of hybrid business models, blending digital and in-person meetings as the new standard. While businesses increasingly leverage digital solutions, the irreplaceable human connection of face-to-face interactions will remain essential for deal-making and relationship building.
Sophie Hulgard, Chief Sales Officer, Accor, commented on the findings, noting: “The potential 36% revenue gain from face-to-face meetings 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 prioritizing 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 Strategic Advantage
In an era of rapid digital transformation, the importance of face-to-face communication stands out more than ever. Accor’s research highlights that business professionals understand the critical role of human interaction in driving meaningful results. With the potential to notably increase revenue and secure more successful deals, companies should regard face-to-face meetings not merely as a customary practice, but as a strategic advantage in today’s dynamic business landscape.
