I've been meaning to write about a recent survey by American Express and the UK-based Institute of Travel and Meetings (ITM) that indicates the EMEA region's seasoned business and meetings travelers are just as interested in virtual connection methods as Generation Y (20-somethings) travelers. At the same time, they both acknowledge the important role of face-to-face meetings.
Yet a few other findings caught my eye in the story I read about the survey. One was that the 230 senior business travelers and 150 travel buyers polled say technology such as telepresence and webcast meetings are now widely accepted for internal meetings. The poll numbers show why:
- 63% of buyers cited cost reduction as the chief reason to adopt new technology within business travel over the past three years;
- 32% of travelers say continued cost reduction to their company's bottom line will have the biggest impact over the next three years.
But not so fast. Tech isn't replacing face-to-face meetings as much as once was predicted. And the numbers from this survey indicate specific reasons for that, too:
- 48% polled said ROI from face-to-face meetings is significantly higher than conducting a virtual meeting;
- Another reason could be an apparent disconnect among buyers when it comes to responsibility for procuring mobile tools that enhance meetings. The survey said: 13% of buyers are responsible for mobile/technology procurement related to business travel, while 22% have some influence and 64% have none at all. At the same time, more than half (56%) of buyers feel procurement of certain mobile communication should be linked with travel procurement.
Clearly, this survey points to a need for many to rethink a few assumptions about virtual meetings tech -- that younger people like it and senior executives are resistant, and that it is the future for all meetings. Yes, virtual technology is a vital part of many meetings programs today, as the survey said, especially for some types of internal meetings. But in this increasingly frugal budgetary atmosphere, where showing ROI is extremely important, face-to-face events offer distinct advantages.
A good strategic meetings management program should make room for both and spell out when face-to-face events make more sense than virtual...and vice-versa. And, as the survey indicates, it's a good idea to clarify whose job it is to investigate and procure virtual services – to eliminate confusion, increase efficiency and ultimately offer more choices to travelers.
Yet a few other findings caught my eye in the story I read about the survey. One was that the 230 senior business travelers and 150 travel buyers polled say technology such as telepresence and webcast meetings are now widely accepted for internal meetings. The poll numbers show why:
- 63% of buyers cited cost reduction as the chief reason to adopt new technology within business travel over the past three years;
- 32% of travelers say continued cost reduction to their company's bottom line will have the biggest impact over the next three years.
But not so fast. Tech isn't replacing face-to-face meetings as much as once was predicted. And the numbers from this survey indicate specific reasons for that, too:
- 48% polled said ROI from face-to-face meetings is significantly higher than conducting a virtual meeting;
- Another reason could be an apparent disconnect among buyers when it comes to responsibility for procuring mobile tools that enhance meetings. The survey said: 13% of buyers are responsible for mobile/technology procurement related to business travel, while 22% have some influence and 64% have none at all. At the same time, more than half (56%) of buyers feel procurement of certain mobile communication should be linked with travel procurement.
Clearly, this survey points to a need for many to rethink a few assumptions about virtual meetings tech -- that younger people like it and senior executives are resistant, and that it is the future for all meetings. Yes, virtual technology is a vital part of many meetings programs today, as the survey said, especially for some types of internal meetings. But in this increasingly frugal budgetary atmosphere, where showing ROI is extremely important, face-to-face events offer distinct advantages.
A good strategic meetings management program should make room for both and spell out when face-to-face events make more sense than virtual...and vice-versa. And, as the survey indicates, it's a good idea to clarify whose job it is to investigate and procure virtual services – to eliminate confusion, increase efficiency and ultimately offer more choices to travelers.
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