Making the Case: How Practitioners Are Winning Leadership Buy-In for In-Person Meetings 

This free webinar is made possible with the support of our sponsor, Experience Columbus.

Business executives don’t need convincing that meeting in person has value. When the business case is clear, research shows they get it and want to be in the room. The harder problem is that meeting professionals often lack the language to make that case to leadership before the budget is approved.

This session digs into that gap: why proving the value of in-person meetings remains one of the industry’s persistent challenges, and what’s actually working to close it.

Kevin Hinton from U.S. Travel will share new research into how business leaders perceive in-person meetings: what they see as essential (building trust, gaining alignment, having sharper conversations with peers, customers, employees, and partners) and where the disconnect happens between that belief and getting a meeting approved. He’ll also introduce “Meetings Meet the Moment,” the campaign U.S. Travel built with its members in response to this research, including messaging and resources practitioners can put to use right away.

Alongside Kevin, industry practitioners will share how they’re tackling this challenge in their own organizations: the arguments that land with leadership, the data points that move the needle, and what they wish they’d known before walking into that budget conversation.

In this session, you’ll learn how to:

• Identify the specific business objectives executives associate with in-person meetings, based on original research findings
• Recognize common gaps between leadership’s belief in meeting value and the organizational support to fund and approve meetings
• Apply practical language and messaging frameworks to make a stronger business case to leadership and decision makers
• Learn how peer practitioners are addressing leadership skepticism and “tough questions” in real budget and planning conversations
• Access and apply ready-to-use campaign resources, including messaging and social assets, to their own organization’s advocacy efforts

Can’t attend live? Register now to receive the recording.