Understanding Cultural Differences

Building your CQ to assist your business travellers

In an increasingly interconnected world, we EAs are often tasked with supporting executives who operate across multiple regions, cultures, and time zones. This global scope introduces a layer of complexity that demands cultural intelligence (or “CQ”) - the ability to understand and adapt to different cultural norms and practices. For EAs, mastering cross-cultural nuances is not just about avoiding faux pas; it’s about fostering trust, building relationships, and ensuring seamless collaboration in a multicultural environment.

Navigating cultural complexities requires more than surface-level knowledge of etiquette. It demands a deep understanding of how culture influences communication styles, decision-making processes, and business practices. With 2025 and beyond regarded as the busiest years for business travel, understanding these cultural practices and values has never been more important.

By developing CQ, EAs can enhance their effectiveness in global roles and become indispensable assets to their executives. Let’s explore how cultural differences manifest in some of the world’s major business cities and how EAs can prepare their executives for success.

Understanding Cultural Differences in Global Business Hubs

Each city has its own unique business culture shaped by local traditions, values, and societal norms. Here are some real-life examples of cultural differences that business travellers may encounter in some of the world’s main business hubs:

1. London: Balancing Directness with Politeness
In London, punctuality is paramount; being late for meetings is considered unprofessional. The British communication style often balances directness with politeness, relying on subtlety and indirect language to convey messages. For instance, a phrase like “That’s an interesting idea” might actually mean “I don’t agree.” EAs should prepare their executives to read between the lines and maintain professionalism by adhering to formal greetings such as a firm handshake.

2. Tokyo: Respecting Hierarchy and Group Harmony
Tokyo’s business culture emphasises hierarchy, group harmony, and ritualistic exchanges such as the formal presentation of business cards (meishi). Silence is often used as a sign of respect or contemplation during discussions. Executives should be briefed on the importance of bowing correctly and addressing counterparts by their titles rather than first names. Building trust through relationship-building is essential before diving into business negotiations.