Accor’s Research Reveals In-Person Meetings Could Boost Business Revenues by 36%

• A recent study by Accor suggests that in-person meetings could increase companies’ revenue by 36% and close 37% more deals.
• Despite the increasing use of digital tools, professionals believe in-person interactions are crucial for driving business success and maintaining strong relationships.

The business world may be increasingly digital, but the importance of face-to-face meetings remains clear. A new study conducted by global hospitality leader Accor reveals that professionals believe their ability to generate revenue could increase by 36% if all important meetings were conducted in person. This underscores the enduring value of face-to-face interactions, even in a business world largely reliant on digital tools like video and phone conferencing.

According to the Accor study, which surveyed 9,000 professionals worldwide, 85% of respondents believe that prioritizing in-person meetings could significantly boost their revenue, projecting an average increase of 36% over the next year. This reflects the tangible business benefits of face-to-face interactions, suggesting that businesses aiming to enhance their commercial performance might want to revisit their approach to client interactions.

The study also highlights a strong preference for face-to-face meetings across various business functions. Professionals believe one in-person meeting has the same impact as three virtual meetings, indicating that face-to-face communication fosters deeper connections and more successful business outcomes.

Business professionals globally agree that meeting in person is worth the investment in both time and costs. 92% of respondents agree it’s important with external clients, and 85% agree it’s imperative with internal colleagues.

The primary driver of business travel is commercial return, with 34% of professionals citing closing a deal as their primary reason for business travel. The findings emphasize that, despite the rise of virtual alternatives, professionals still recognize the unique benefits of face-to-face meetings in fostering strong business relationships and commercial value.

Looking forward, the research suggests that hybrid business models—combining digital and in-person meetings—will become the norm. Sophie Hulgard, Chief Sales Officer, Accor, points out that the potential 36% revenue gain from face-to-face meetings could be worth billions to the global economy. She emphasizes that while digital tools offer convenience and global connectivity, they cannot fully replace the effectiveness of personal interactions.

The research suggests that businesses should view face-to-face meetings not just as a traditional practice but as a competitive advantage in an evolving business landscape. As the world adapts to new business norms, companies that strike the right balance between virtual and face-to-face interactions are likely to see stronger results in deal closures and revenue growth.