White Paper Issued by Cornell Highlights Strategic Value of Face-to-Face Meetings

Even as virtual meetings become increasingly common, a new study from the Cornell Center for Hospitality Research (CHR)  focuses on the specific strategic advantages of face-to-face meetings for large groups. The analysis of when face-to-face works best, “The Future of Meetings: The Case for Face-to-Face,” was written by Christine Duffy, president and CEO of Maritz Travel Company, and Mary Beth McEuen, vice president and executive director of The Maritz Institute. The study, which is part of the CHR’s Industry Perspectives series, is available at no charge from the CHR website, http://www.hotelschool.cornell.edu/research/chr/pubs/perspective/. 

“We know that face-to-face meetings are integral to driving growth and innovation for business in today's challenging environment,” said Duffy. “We decided to focus on a science-based approach to identify decision criteria for when face-to- face meetings are the most effective way to drive results. The decision criteria are grounded in studies from the human sciences with a focus on neuroscience." 

“As we wrote in our report, we identified three key reasons for face-to-face meetings: to capture attention, especially for new concepts; to inspire a positive emotional climate; and a related point, to build human networks and relationships,” added McEuen. “Face-to-face meetings possess the unique ability to spur action and drive business results through creating powerful, emotional ties to your business mission and message. The fact remains that there’s no substitute for meeting in person when you want to build emotional support and develop relationships.”

Thanks to the support of the CHR partners listed below, all publications posted on the center's website are available free of charge, at www.chr.cornell.edu.


About The Center for Hospitality Research
A unit of the Cornell School of Hotel Administration, The Center for Hospitality Research (CHR) sponsors research designed to improve practices in the hospitality industry. Under the lead of the center's 79 corporate affiliates, experienced scholars work closely with business executives to discover new insights into strategic, managerial and operating practices. The center also publishes the award-winning hospitality journal, the Cornell Hospitality Quarterly. To learn more about the center and its projects, visit www.chr.cornell.edu.

Center Senior Partners: Hilton Worldwide, McDonald's USA, Philips Hospitality, Southern Wine and Spirits of America, Inc., STR, Taj Hotels Resorts and Palaces, and TIG Global

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