Lucy Kellaway wrote an article in the Financial Times a few months back arguing that most business travel served only to make the traveling executives feel important. I found this facile and annoying. What on earth does she know about leaving for Asia on Saturday to be there for work on Monday morning, which I do several times a year? A plant manager who spent all the time holed up in an office would rightly be considered ineffective and removed. Spending all my time at the corporate headquarters and not seeing customers, employees and plants is exactly the same.
However, travel has high direct and indirect costs, and the question is not entirely unreasonable.
What influences how much travel makes sense? The biggest factor is the way the company is structured. Organizational design drastically affects the amount people have to travel. When a business is organized regionally, where everyone in a region reports to one person then the regional heads will need to be in others areas from time to time, but everyone else will tend to travel locally. On the other hand if each business segment is organized globally then people at many levels will find it difficult to avoid a lot of time on the road. If people report to you in Asia, Europe and North America, you have to be in each region fairly often. To manage people effectively you need to see them in their environment and you need to be available for their people to meet you. This is tough to do over the phone.
Most substitutes for travel, phone, vide conferences and so on, work if you already have a relationship with the people you are talking to. It is not easy to talk to a stranger on a video conference. If you have a business that is generating a lot of new contacts: customers, suppliers, government officials and new employees you need to meet these people, and have an opportunity for conversations at various levels.
There are admittedly some more subjective reasons for travel. If you run a segment of a business, and you report to a CEO, around the corporate office you are just one of a team. Out in your sector’s facilities you are the top dog. It can also be an excellent substitute for action. If you in business class on the way to somewhere distant it is pretty easy to persuade yourself that you are adding value.