Industry Update
Press Release27 September 2010

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

Maritz Travel Company study focuses on the science of large-group meetings

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The Center for Hospitality Research at Cornell University

Ithaca, NY -- 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, .


"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 .

About Maritz

Based in St. Louis, Maritz is a sales and marketing services company with an extensive involvement in the meetings, events, and incentive travel segments of the hospitality industry (booking more 800,000 room-nights per year). Working with numerous Fortune 50 companies, Maritz provides market and customer research, communications, learning solutions, incentive initiatives, rewards and recognition, effective meeting, event and incentive management services and customer loyalty programs. The Maritz Institute is an innovation and leadership hub of neuroscientists, academics, and business professionals that applies research to translate a deep understanding of people into business practices. For more information, visit or call 1-877-4MARITZ. Follow us on Twitter @ Maritz_LLC.

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 81 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 .

Center Senior Partners: Hilton Worldwide, McDonald's USA, Philips Hospitality, SAS, STR, Taj Hotels Resorts and Palaces, and TIG Global

Center Partners: Davis & Gilbert LLP, Deloitte & Touche USA LLP, Denihan Hospitality Group, eCornell & Executive Education, Expedia, Inc., Forbes Travel Guide, Four Seasons Hotels and Resorts, Fox Rothschild LLP, French Quarter Holdings, Inc., HVS, Hyatt, InterContinental Hotels Group, Jumeirah Group, LRP Publications, Maritz, Marriott International, Inc., Marsh's Hospitality Practice, PricewaterhouseCoopers, Proskauer, Sabre Hospitality Solutions, Schneider Electric, Southern Wine and Spirits of America, Inc., Thayer Lodging Group, Thompson Hotels, Travelport, and WATG

Center Friends: • American Tescor, LLC • Argyle Executive Forum • Berkshire Healthcare • Center for Advanced Retail Technology • Cody Kramer Imports • Cruise Industry News • DK Shifflet & Associates • • EyeforTravel • Gerencia de Hoteles & Restaurantes • Global Hospitality Resources • Hospitality Financial and Technology Professionals (HFTP) • • • Hospitality Technology Magazine • Hotel Asia Pacific • Hotel China • • Hotel Interactive • Hotel Resource • HotelWorld Network • International CHRIE • International Hotel Conference • International Society of Hospitality Consultants (ISHC) • iPerceptions • JDA Software Group, Inc. • J.D. Power and Associates • Lodging Hospitality • Lodging Magazine • LRA Worldwide, Inc. • Milestone Internet Marketing • MindFolio • Mindshare Technologies • PhoCusWright • PKF Hospitality Research • The Resort Trades • RealShare Hotel Investment & Finance Summit • Resort and Recreation Magazine • • Shibata Publishing Co. • Synovate • The Lodging Conference • The Wall Street Journal • TravelCLICK • UniFocus • USA Today • WageWatch, Inc. • WIWIH.COM

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Glenn Withiam
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