A recent survey by Accor illustrates the value of face-to-face meetings. According to the survey, employees expect a quarter more sales through face-to-face customer meetings.

The past year was characterized by video conferences and phone calls. A study commissioned by Accor from OnePoll of 2,000 employees working from home during the pandemic shows that employees expect face-to-face meetings to increase sales by 25%. In addition, the respondents estimated that direct interaction would lead to an average of 23% more business transactions. Or to put it another way: A single face-to-face meeting has the impact of three video or telephone conferences.

Almost a third (30%) of participants stated that the reason for this was that body language and non-verbal signals were difficult to interpret when making contact virtually or by telephone. Small talk and building a personal relationship would also be more difficult without face-to-face contact, according to 22% of respondents; instead, a fifth felt that conversations via phone and screen were too formal. In addition, in recent months, 18% stated that they were unable to meet up with customers or business partners outside of the office for lunch or dinner, for example.

However, personal contact should not be underestimated when it comes to dealing with colleagues either: Almost half (47%) miss social interaction with others at work.

Meeting Trends

Based on the experience of recent months, Sophie Hulgard, Senior Vice President of Sales at Accor Northern Europe, sees four meeting trends for 2021 and beyond:

Hybrid meetings

The combination of virtual and "physical", face-to-face participation across multiple locations remains a trend. Hybrid meetings enable connectivity in the room and on the screen.

Closing meetings

Physical meetings will increase significantly in the second half of 2021, after the foundations for successful business transactions have already been laid digitally.

Culture Meetings

The term "culture meetings" will become part of everyday business life. After all, after such a long time with hardly any social contact at work, team spirit and culture need to be rebuilt.

Meetings for managers

Meetings in small groups will be very important in the short term - board members and management teams will often meet physically for the first time in a long time. The need to network and meet in person will be stronger than before the pandemic.

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