New research from Accor indicates that professionals globally across numerous industries believe their ability to generate revenue could increase by 36 percent 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.
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 percent of respondents expect that prioritizing in-person meetings would boost their revenue, with an average projected increase of 36 percent 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 percent 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 percent indicating they believe they would achieve better business outcomes if they could prioritize in-person meetings.
Understanding in-person meetings are an investment, 35 percent of professionals globally agreed meeting in person is worth the investment in both time and costs. The study shows compelling data in favor of in-person business, with 92 percent of professionals agreeing it’s important with external clients—67 percent stating it’s very important—and 85 percent 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. Respondents believe that one in-person meeting has the same impact as three virtual meetings.
Around 41 percent 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 percent emphasize the importance of in-person meetings for their work, with 38 percent noting that the investment in time and costs is worthwhile. Furthermore, 37 percent believe in-person meetings are key to fostering company culture, while 35 percent report higher attendee engagement during these interactions. Another 33 percent say that virtual meetings make it more difficult to build personal relationships.
The primary driver of business travel is commercial, with 34 percent of professionals polled globally stating that closing a deal is their main reason to travel, closely followed by client (31 percent) and contract negotiations (30 percent). Events and trade shows remains a key priority with 30 percent of professionals saying it’s a primary reason to travel for business. Building and designing business strategy remains vital, the fifth most significant reason to travel for business as it's a priority for 20 percent of professionals.
Global professionals prefer in-person interactions for key business activities, underscoring the continued value of face-to-face engagement in critical situations. A significant 68 percent favor conducting client presentations in person, compared to just 17 percent who prefer virtual formats. Site inspections show an even stronger preference for in-person involvement, with 77 percent choosing this method over the 11 percent opting for virtual alternatives. High-stakes business moments, such as closing a deal (74 percent) and contract negotiations (70 percent), also see a clear preference for in-person meetings. These findings emphasize that, despite the rise of virtual alternatives, professionals still recognize the benefits of face-to-face meetings in fostering strong business relationships and commercial value.
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.
Accor’s findings show that business professionals recognize 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.
For more information, visit www.group.accor.com.
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