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An unexpected way to boost revenue income ?
A study from Accor Hotels recently revealed that face-to-face meetings can increase revenue by up to 36 %. The brand , which gathered insights from 9000 professionals worldwide , also reported that 85 % of people actually expected that prioritising in-person meetings would significantly boost their revenue .
The key takeaway from the research was this : While digital tools like video and phone conferencing are useful , the human connection fostered by in-person interactions is seen as significantly more effective in driving business success and performance .
Understanding in-person meetings are an investment , 35 % of professionals agreed meeting in person is worth both the time and cost . Additional findings were :
w 92 % agreed in-person meetings are important with external clients w 85 % said face-to-face interaction is important with internal colleagues w Respondents believe that one in-person meeting has the same impact as three virtual meetings w Around 41 % said face-to-face interactions are more effective for business , particularly when it comes to sales , closing deals and overall business success w 37 % believe in-person meetings are key to fostering company culture and 35 % report higher attendee engagement during these interactions w 33 % acknowledge that virtual meetings make it more difficult to build personal relationships , underscoring the value of physical presence in the professional world .
The study also recorded findings on the value of business travel , with 34 % of professionals commenting that closing a deal is their main reason to travel , closely followed by client and contract negotiations . Events and trade shows remain a key priority , with 30 % saying these are a primary reason to travel for business . Building and designing business strategy remains vital – this is the fifth most significant reason to travel for business , and a priority for 20 % of professionals .
Looking ahead , the research suggests that hybrid business models ( combining digital and in-person meetings ) are 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 chief sales officer Sophie Hulgard said the potential 36 % revenue gain from meeting face-to-face could 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 .” S
14 Executive PA | Summer Issue 2025