While some companies have returned to a hybrid or in-office model, for many other business travelers, remote work is here to stay. The expansion of organizations into multiple offices, cities, and countries has posed significant challenges for uniting people as “one team.” Different tools, protocols, time zones, and languages have only added to the complexity.
Although technology has provided ways to stay connected, it can also become a crutch—limiting opportunities for team members to catch up, have meaningful conversations, and build stronger bonds. To close the gap created by virtual distance, face-to-face interactions have become more important than ever.
At Direct Travel, we’ve tapped into the expert insights* of our meetings, incentives, and recognition agency, Creative Group to explore how in-person meetings and events can be a crucial tool to bridge the “virtual distance” gap for remote teams.
What is Virtual Distance?
Virtual distance refers to the sense of detachment people and organizations experience when teams work remotely or connect primarily through digital platforms. Research by Dr. Karen Lojeski, starting back in 2005, has consistently shown through statistical modeling how high virtual distance negatively affects almost all key performance indicators (KPIs) in an organization. These include trust, innovation, employee engagement, job satisfaction, goal attainment, and project success.
Interestingly, while most assume physical distance has the biggest impact on people feeling disconnected, Dr. Lojeski found the two most substantial contributing factors to high virtual distance are operational distance and affinity distance.
Operational distance results from team members using disparate technologies, following different processes, or working under different organizational expectations. It is the friction caused by logistical or operational inconsistencies that make it harder for teams to function seamlessly as a cohesive unit.
Affinity distance refers to the emotional separation caused by differences in work cultures, values, and personal connections that negatively affect collaboration and trust. Affinity distance alone has eight times the impact on KPIs compared to physical distance, time zones, or organizational protocols.
Why This Matters
Virtual distance can significantly harm employee engagement, efficiency, and profitability. However, by intentionally designing meetings and events to address not only physical distance but also operational and affinity distance, organizations can foster a more cohesive, productive, and innovative work environment. The result?
- Improved KPIs: Lower virtual distance has a significant impact on engagement, productivity, and goal attainment.
- Faster Time-to-Market: Effective collaboration across all team members speeds up the development and deployment of products and services.
- Higher Customer Satisfaction: Better internal communication and coordination lead to improved service delivery, which boosts customer satisfaction.
- Increased Competitiveness: Organizations that effectively manage both operational and affinity distance can adapt quickly to market changes and leverage diverse perspectives to stay ahead of competitors.
When It Matters Most
In-person meetings and events are key to bridging the virtual distance that often arises from remote work and global teams. These gatherings help reduce operational distance by enabling hands-on training and collaborative problem-solving, leading to quicker decision making and greater alignment. Affinity distance decreases as in-person interactions foster deeper relationships and a stronger sense of belonging, motivating teams to work together toward shared objectives.
Research highlights five key instances when organizations should invest in bringing teams together in person:
- Launching something new: Kicking off a new project, product, service, or organizational vision—especially when multiple global teams are involved.
- Opportunities for improvement: Sharing important developments or addressing urgent issues. In-person meetings allow for clear communication and interpretation, essential for managing or preventing crises.
- Major project milestones: Presenting the results of complex and highly technical deliverables. This ensures that the team’s hard work and enthusiasm are effectively conveyed to the recipients.
- Customer challenges: Addressing problems that may impact customers or business continuity, particularly if deadlines are missed.
- Evaluations: Providing feedback that can significantly impact someone’s career or threaten key relationships. This allows for emotional responses to be fully understood and communicated.
How to Close the Virtual Distance Gap
When a business situation calls for an in-person meeting or event, organizers should incorporate opportunities for spontaneous conversations and real-time interactions. Here are several ways to enhance rapport and connection amongst attendees:
- Create Affinity Groups: Rather than grouping by traditional demographics or similar job functions, remove hierarchies and form groups around shared values, experiences, or hobbies instead. Use these groups to encourage ongoing interaction through activities like breakout sessions, dine-arounds, and competitive activities.
- Gather Personalized Data with Accessible Tech: Ask detailed questions during the registration process to help attendees connect more meaningfully. This may include inquiring if someone is a first-time attendee, or if they are celebrating a professional or personal milestone. Ensure tools are accessible to all attendees, easy to use, and supported by a team of experts who can address any questions.
- Collaborate Outside the Usual Business Context: Build camaraderie through intentional pauses. Incorporate icebreakers, team-building exercises, or volunteer opportunities to create shared emotional experiences that tie back to the organization’s brand or corporate ethos. Leave space for informal interactions like coffee breaks or after-meeting social events to help people connect more naturally and create meaningful relationships.
- Recognize Contributions: Thank sponsors throughout the event and acknowledge key members of the behind-the-scenes planning team. People thrive on positive reinforcement, especially when it’s given in front of peers. This also encourages other attendees to join in on the recognition, amplifying the positive impact.
- Discuss Shared Values and Purpose: Explore ways to reinforce the core values, purpose, and cultural norms that unite the organization. These ideas can be woven into various parts of the agenda—during keynote speeches, breakouts, team-building activities, and casual networking sessions. By aligning around common values, attendees leave feeling more connected, motivated, and inspired to work toward collective goals.
Turning Distance into Connection
For today’s business travelers, it is crucial to decrease virtual distance and build stronger, more connected teams. Even though technological advancements help companies stay in touch remotely, the power of in-person experiences can bring people together by encouraging collaboration, increasing trust, and uniting teams around a shared mission.
To learn more about how to incorporate intentional, human-centric events into your organization’s travel program, connect with the Direct Travel team.
*This article was originally published on creativegroupinc.com, which we then modified to address the Direct Travel audience.
