Stop With the Video Chats Already. Just Make a Voice Call.

Dear colleague and/or friend:

I’d love to do a call about this. And by “call” I mean absolutely NOT a video call. Let’s do a call-call. You know, those old things where we just hear each other’s beautiful voices. Whatever you do, don’t touch that webcam.

Looking forward to (audio) chatting,

Joanna

The time has come to be bold: Stop the nonstop video calling.

Allow me to remind you of the BPE (you know, the Before-Pandemic Era), a time long ago when every call didn’t require colour-coding your bookshelf background, firing up the webcam and staring into a human tic-tac-toe board for hours on end. Video calls used to be a rare treat. Now, they’re everyday soul suckers.

Really. There’s vampirical—I mean, empirical—proof. A high frequency of video calling can cause general, social, emotional, visual and motivational fatigue, researchers at the University of Gothenburg and Stanford University found in a recent study. Even Zoom’s chief executive, Eric Yuan, says he suffers from the dreaded “Zoom Fatigue.”

Look, I’m not saying all video calling must stop. I love video calling. Instantly see and hear people with little to no delay? It’s miraculous. My mom, who is hearing-impaired, struggled throughout my childhood to hear me on the phone. Now, she can see my son wherever she is, and the visual cues help her tremendously.

I’m just saying audio calls can be more productive—and they can sound better than ever.

But how do you know when to pick voice over video? And how do you make it happen without being the meeting jerk who just refuses to turn on the camera? After talking to researchers and technologists—and cutting back on my own video calls—I present you with five steps to regain your sanity.

Step 1: Ask, should this meeting just be an email?

Fact: There are too many meetings. So I beg of you, before deciding on the technological format, simply ask: Do we really need to meet at all?

Step 2: Understand the benefits of audio vs. video

Géraldine Fauville, an assistant professor at the University of Gothenburg in Sweden and the lead researcher on that aforementioned study, mapped out the main reasons video can be so cognitively draining:

• It’s a lot of looking at ourselves, which is unnatural and comes with self-evaluation and scrutiny. Called the mirror effect, this can be particularly intense for women. You can combat this with the self-hide option available in Zoom and Google Meet. Google has just added a number of features to address this specifically. Microsoft Teams’ new Together Mode was built to combat this, too.

• It’s a lot of close-up eye contact. In fact, the brain processes that sort of invasion of space as if it should lead to mating or fighting.

• It’s a lot of sitting and feeling trapped. You can’t get up and walk around during a video call.

• It’s a lot of nodding. “For you to communicate cues to the participant, you need to intensify the cues,” Dr. Fauville said. “So people nod more vigorously than if they were in the same room.”

No wonder we’re exhausted. So yes, limiting the number and length of video calls seems like the obvious answer. And as some of us kick-start the hybrid work life, that will happen naturally.

But voice calls aren’t just table scraps from our work-from-home buffet. They allow you to focus on what’s being said and give you real respite from the screen. I now do my weekly call with my boss on the phone. We reserve video for deeper conversations, like performance reviews.

I also still like to do video calls with colleagues I haven’t caught up with for a while, or for important meetings where reading facial expressions is crucial.

Step 3: Be clear it’s an audio call

You’ve decided that voice is the way to go for a call, now you’ve got to convey that to others.

Don’t waste precious meeting time having an awkward convo about this; be straight up before the call. “Hey, I’d like to do voice—no video—for this call. Work for you?” You can even put it on me: “I read this wonderful column in The Wall Street Journal about how too many video calls are bad.”

In a survey of employees, the University of California, Berkeley, found that 77% multitask during video calls. I called that out in a recent calendar invite: “Let’s do voice-only for this one,” I wrote to my colleagues. “We’re all going to cover each other’s faces with other windows on the screen anyway!” (Yep, we can see all of you, looking over at your second monitor!)

Step 4: Make the call

Even though I made my voice-call preferences known to my colleagues, I’m not just reaching for my phone. In fact, I’ve used all the big videoconferencing services—sans video. Zoom, Google Meet, Slack, FaceTime, WhatsApp and Facebook Messenger all produce stable and clear calls if you have a good connection. Most sound better than cellular—especially if you have a good mic. But the best choice is however you can most easily reach your contact.

Slack has become my go-to for work. Since most of the folks already are there all day, it’s great for mimicking the quick desk drop-by. Hit the phone button and it automatically defaults to a voice call. (To add video, you have to tap the video icon.) With Slack audio use surging in the past year, the company has been piloting new group-audio features, an office variation of Clubhouse and Twitter Spaces.

Slack is also looking at ways to improve audio quality and make it easier to switch between desktop and mobile calls, Ali Rayl, the company’s vice president of product and customer experience, told me.

Call-quality-wise, FaceTime audio consistently sounds the best to me. I often talk to my editor via Apple’s service and he sounds crystal clear. The downside? Apple devices only.

Step 5: Try no-video days

“The responsibility of limiting Zoom fatigue is not just on the individuals,” Dr. Fauville told me. “We hope our findings inspire companies to rethink videoconferencing.”

So far, so good. Citigroup CEO Jane Fraser has started “Zoom-free Fridays,” a day free of internal video calls. The University of California, Berkeley, for the past year, has said no recurring meetings—of any kind—on Friday afternoons.

You may want to try a similar policy. Or at the very least start perfecting those extremely polite “You don’t want to see my face and I don’t want to see your face” emails.

AI agents like Muse can already find you the cheapest hotel room in Paris. But they can’t locate a cheaper version of that Catskills cabin you’ve been eyeing, because it might only be available on Airbnb ABNB -1.43%decrease.

Investors should pay attention to that distinction. When Meta Platforms META 3.38%increase launched its Muse agent last month, travel stocks including Booking Holdings BKNG -1.19%decrease, Expedia and Airbnb all fell sharply.

Airbnb, though, has a real chance to emerge as a winner from the upheaval. The catch: Its stock already reflects above-industry growth. To justify its valuation, Airbnb will need to turn repeat customers into loyal ones.

Online travel companies make much of their money by simplifying search and collecting fees on bookings. AI agents threaten that model.

But not all travel marketplaces are equally exposed. Booking and Expedia largely sell hotel rooms that travelers can also book directly or through competing sites. If an agent can find the same room elsewhere, it has little reason to favor either Booking or Expedia.

Booking and Expedia also sell sponsored listings that steer travelers toward particular properties. Wells Fargo estimates those will account for about 8% of Expedia’s revenue and a much higher percentage of profit next year.

Airbnb has more ways to adapt. More than half its listings are available only on its platform, and more than 90% of its traffic comes directly to its app or website.

The customer relationship doesn’t end after booking, either. Bernstein analyst Richard Clarke notes that 90% of Airbnb guests go on to message their hosts about arrival times, keys or local taxes, giving Airbnb a connection to both sides of the transaction.

How the companies have responded to the possible agentic future is telling.

Expedia quickly signed on as a Muse partner. Airbnb hasn’t, and Chief Executive Brian Chesky says AI chatbots have so far been a boon, sending customers to Airbnb’s website.

Chatbots might work for buying paper towels, he quipped at a Skift conference last month, but people enjoy planning trips. He argued that browsing dozens of homes isn’t something a text-based chatbot is well suited for.

Still, the AI jitters arrived just as Airbnb was persuading investors it deserved its pricey multiple. For years after its 2020 initial public offering, the stock—which trades around 25 to 30 times forward earnings—went nowhere. Investors saw a mature operator trading at a growth premium.

This year, Airbnb growth seems to be accelerating. The stock jumped in August after the company raised its full-year revenue-growth guidance with its second-quarter results. Wells Fargo analyst Ken Gawrelski credits a run of product improvements under a revamped leadership team.

Among the changes: letting guests reserve now and pay later, adding hotels, and a redesigned home page and app. Investors were also betting on what comes next, including thousands more hotels, car rentals and, eventually, advertising.

The irony is that some of those growth drivers push Airbnb closer to the kind of business Booking and Expedia run—the kind of business AI agents could threaten. Even if AI agents capture a large share of travel planning and booking, Airbnb would capture the demand. But it and others would slowly lose control over how customers find and choose properties.

That would undermine the advertising opportunity investors are counting on. The bigger point for Airbnb and other marketplaces is that losing control of customer acquisition could mean surrendering some of their pricing power and margins.

To bulletproof itself, Airbnb might look to another e-commerce giant that has so far kept AI agents at arm’s length: Amazon.

Like Amazon, Airbnb has a loyal customer base and hard-to-match supply. But it has nothing like Prime membership to make customers think twice before taking their business elsewhere.

That is where loyalty comes in. Business travelers stick with Hilton or Marriott because enough nights earn them perks. Leisure travelers rarely accumulate stays with one chain. Airbnb has millions of listings and plenty of repeat customers, but no broad rewards program. It has begun experimenting with credits on hotel stays, but it should make loyalty a priority, not just a promotion.

Airbnb also plans to launch its own AI agent next year. But travelers using an agent might still want it to search Airbnb, Vrbo, Booking and hotel websites alike, rather than limit itself to one company’s inventory.

Eventually, Airbnb might have to strike deals with agent makers, using its unique homes as leverage to negotiate favorable terms, says Gawrelski. Such deals, along with rewards for loyal guests, could over the long term eat into the company’s roughly 13% take rate, he adds. But if they bring in enough additional bookings, the trade-off could be worthwhile.

History offers a reason not to panic. The shift from desktop to mobile unsettled investors in Alphabet and Amazon, but both emerged as major beneficiaries. Companies with valuable assets can come out of a platform shift stronger, if they adapt quickly enough.

Airbnb has homes the bots can’t easily replace. Now it needs to give guests a reason to insist on booking them there.