Should Business Travel Be Obsolete?
JAN 20, 2016
COLOMBO
– Think about it: You can call, email, and even watch your counterparty
on FaceTime, Skype, or GoToMeeting. So why do companies fork out more than $1.2 trillion a year – a full 1.5% of the world’s GDP – for international business travel?
The expense is not
only huge; it is also growing – at 6.5% per year, almost twice the rate
of global economic growth and almost as fast as information and
telecommunication services. Computing power has moved from our laptops
and cellphones to the cloud, and we are all better off for it. So why do
we need to move brains instead of letting those brains stay put and
just sending them bytes? Why waste precious work time in the air, at
security checks, and waiting for our luggage?
Before anyone starts
slashing travel budgets, let’s try to understand why we need to move
people rather than information. Thanks to a research collaboration on
inclusive growth with MasterCard and an anonymized donation of data to
the Center for International Development at Harvard University, we are
starting to shed some light on this mystery. In ongoing work with Dany
Bahar, Michele Coscia, and Frank Neffke, we have been able to establish
some interesting stylized facts.
More populous
countries have more business travel in both directions, but the volume
is less than proportional to their population: a country with 100% more
population than another has only about 70% more business travel. This
suggests that there are economies of scale in running businesses that
favor large countries.
By contrast, a country with a per capita
income that is 100% higher than another receives 130% more business
travelers and sends 170% more people abroad. This means that business
travel tends to grow more than proportionally with the level of
development.
While businesspeople
travel in order to trade or invest, more than half of international
business travel seems to be related to the management of foreign
subsidiaries. The global economy is increasingly characterized by global
firms, which need to deploy their know-how to their different locations
around the world. The data show that there is almost twice the amount
of travel from headquarters to subsidiaries as there is in the opposite
direction. Exporters also travel twice as much as importers.
But
why do we need to move the brain, not just the bytes? I can think of at
least two reasons.
First, the brain has a capacity to absorb
information, identify patterns, and solve problems without us being
aware of how it does it. That is why we can, for example, infer other
people’s goals and intentions from facial expressions, body language,
intonation, and other subtle indicators that we gather unconsciously.
When we attend a
meeting in person, we can listen to the body language, not just the
spoken word, and we can choose where to look, not just the particular
angle that the video screen shows. As a consequence, we are better able
to evaluate, empathize, and bond in person than we can with today’s
telecom technologies.
Second, the brain is
designed to work in parallel with other brains. Many problem-solving
tasks require parallel computing with brains that possess different
software and information but that can coordinate their thoughts. That is
why we have design teams, advisory boards, inter-agency taskforces, and
other forms of group interaction.
Conference calls try
to match this interaction, but it is hard to speak in turn or to see one
another’s expressions when someone is talking. Conference calls have
trouble replicating the intricacy of human conscious and unconscious
group interactions that are critical to solve problems and accomplish
tasks.
The amount of travel
should then be related to the amount of know-how that needs to be moved
around. Countries differ in the amount of know-how they possess, and
industries differ in the amount of know-how they require. Controlling
for population and per capita income, travel is significantly more intense to and from countries and industries that possess or use more know-how.
The countries that
account for the most travel abroad, controlling for population, are all
in Western Europe: Germany, Denmark, Belgium, Norway, and the
Netherlands. Outside of Europe, the most travel-intensive countries are
Canada, Israel, Singapore, and the United States, a reflection of the
fact that they need to deploy many brains to make use of their diverse
know-how.
Interestingly,
countries in the developing world differ substantially in the amount of
know-how they receive through business travel. For example, countries
such as South Africa, Bulgaria, Morocco, and Mauritius receive much more
know-how than countries at similar levels of development such as Peru,
Colombia, Chile, Indonesia, or Sri Lanka.
The fact that firms
incur the cost of business travel suggests that, for some key tasks, it
is easier to move brains than it is to move the relevant information to
the brains. Moreover, the fact that business travel is growing faster
than the global economy suggests that output is becoming more intensive
in know-how and that know-how is diffusing through brain mobility. And,
finally, the huge diversity of business travel intensity suggests that
some countries are deploying or demanding much more know-how than
others.
Rather than celebrate
their thrift, countries that are out of the business travel loop should
be worried. They may be missing out on more than frequent flyer miles.
Ricardo Hausmann, a former minister of
planning of Venezuela and former Chief Economist of the Inter-American
Development Bank, is Professor of the Practice of Economic
Development at Harvard University, where he is also Director of the
Center for International Development.