Hilton’s 2026 Trends Report Special Section

Why We Gather: The New Era of Purpose-Driven Meetings and Events

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A message from Kelly Knowlen, Vice President, Sales Engagement and Special Events, Hilton

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From the moments that define why we gather to the reasons driving why we stay, today’s meetings and events are defined by a collection of moments that reveal what attendees really want and need, so they can show up authentically and with intention. Whether it’s carving out ‘me time’ to restore energy, taking a moment to experience a local coffee shop, or mirroring the behaviors of leaders whose paths they aspire to follow to elevate confidence, these “micro-moments” of comfort reveal the true emotional and physical drivers of in-person connection as well as, fundamentally, what attendees need to feel welcomed, seen and cared for.

At a time when technology is redefining the world as we know it, fueling the rise of artificial intelligence and an unprecedented level – and means – of digital connection, this new digital era is also unknowingly renewing our sense of connection with the world, ourselves and each other. In a world of highly curated digital personas, where humanity can quite literally be filtered out with the touch of a button, in-person connection remains unfiltered, providing the ultimate moment for self-expression and opportunity for attendees to show up as their true and authentic selves.

This year, Hilton’s 2026 Trends Report uncovered the rise of the “whycation”—a movement toward intention-fueled travel where people increasingly consider why they’re traveling before deciding where they’re going.

As the meetings and events industry continues to evolve, one thing remains certain: why we gather will always be just as important as how we gather. Building on Hilton’s World’s Most Welcoming Events initiative and the launch of The Meetings Maximizer Report last year—which introduced research and solutions to create more inclusive, multigenerational meeting and event experiences—this special section of Hilton’s 2026 Trends Report marks the next evolution of that movement. Why We Gather features new insights from event attendees in the U.S., UK, and India, grounded in The Why and exploring the emotional, behavioral, and cultural shifts redefining how people connect.

Whether it’s a team workshop, industry conference or company retreat, today’s attendees are showing up for a reason, seeking experiences that fuel their ability to show up – truly and authentically. In an age where digital forums make it easy to connect from anywhere, the most meaningful progress – the kind that sparks ideas, builds relationships and drives results – still happens face-to-face. Because while the world may be digital, real connection will always be human.

Cheers to a welcoming and purposeful year of meetings and events ahead!

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IRL 2.0:
The New Code of Connection

Technology brings us together; real moments make us stay.

Why we gather? To reboot authentic connections in a world that’s more digital than ever.

To laugh and connect with colleagues usually only seen on video calls; to taste, feel and breathe in the culture of an unfamiliar destination; and to experience something not found in a typical daily routine – these are some of the reasons why attendees will show up to events in 2026. Unsurprisingly, digital fatigue fuels this hunger for real, sensory experiences and genuine human connection. And yet, technology is making these moments possible by streamlining logistics, connecting like-minded people and freeing attendees so they can be fully present.

Back to being human

Keyboards and cursors may still define the workday, but when attendees step away from their desktops, they’re reaching for moments that ground them – meaningful experiences that reset the mind, reawaken the senses and bring them closer to digitally distanced colleagues or exciting new faces. This desire for realness spans every generation: 8 in 10 attendees (84%) say they love bringing their authentic selves to work events.

Authenticity is also reshaping not just how attendees show up, but how they connect. The most valuable networking happens beyond LinkedIn through old-fashioned, face-to-face conversation – a fact underscored by the nearly half (49%) of people who say meeting new people and bonding with their team will be the main reason they attend work events in 2026. Almost as many (45%) will proactively use their free time at events to network, with 22% relishing the chance to participate in a hotel workshop.

Hilton Incentive Collaborative

All-Inclusive Resorts let those connections keep flowing without the thought of who picks up the check or planning activities away from the resort. For example, Hilton Cancun, an All-Inclusive Resort brings groups together through cultural experiences like tequila, mezcal and wine tastings, designed to deepen appreciation for craftsmanship, culture and the intentional art of pairing. The property is part of the Hilton Incentive Collaborative, a curated collection of hotels and resorts that offer streamlined contracting, bespoke experiences and a true understanding of what inspires and motivates.

Stealth tech

The desire for genuine connection is stronger than ever, but that doesn’t mean technology disappears; it just works quietly behind the scenes. Today’s smartest events use tech to take care of the details, so attendees can focus on what matters: being present, making memories and connecting with others. From personalized schedules to frictionless check-ins and smart networking tools, technology is there to smooth the experience, not steal the spotlight. Hilton’s mobile messaging platform helps to facilitate smooth communication across regions with locally relevant channel options like WhatsApp via the Hilton Honors app.

Increasingly, artificial intelligence is powering these behind-the-scenes solutions, making it easier for guests to navigate busy agendas, discover tailored content and connect with like-minded people.

• The majority of global attendees (69%) – and as high as 87% in India, 64% in the U.S. and 56% in the UK – say AI-generated post-event resources (i.e., top takeaways, top emerging themes, etc.) give them new insights
• 67% agree that AI helps them personalize their event experience, such as tailored content and networking suggestions
• 67% agree that AI assistance during work events helps them to maximize the event experience by saving them time and effort that can be spent doing other things that are more important to them
• Two in three attendees (66%) agree that AI-powered networking helps them connect with like-minded professionals more easily, curating the right people to follow and meet on-site to power richer in‑person moments
• 65% want an AI assistant to help them prepare for meetings and work events

Meaningful Moments

As technology streamlines logistics and connects people in new ways, it’s easy to forget that human connection is still at the heart of every memorable event. That’s why the savviest event planners go beyond the basics, transforming destinations from passive backdrops into vibrant, interactive environments. By activating local flavors, culture and independent businesses, they bring event spaces to life in ways that can’t be downloaded or experienced through a link.

Hilton Tokyo

Hilton Tokyo is elevating its Meetings & Events experience with a multimillion-dollar refresh of its ballroom and meeting floors. The redesign combines modern, tech-ready spaces with tactile details drawn from Tokyo’s craft heritage, creating a functional, culturally rooted setting that enhances flow and connection across general sessions, breakouts and receptions.

But it’s not just the setting that matters – attendees say it’s the deeply personal, thoughtful service from staff that truly makes a meeting memorable, with 55% highlighting this as a standout factor. When technology takes care of the details – like the ability to check-in digitally via the Hilton Honors app before arrival – it frees up staff to deliver those personable moments and connections that attendees crave. Paired with locally inspired experiences, the impact is even greater:

• 84% of people agree that experiencing a local culture is a big perk of attending work-related events. This appreciation especially runs deep in India (89%), compared with 86% in the U.S. and 77% in the UK
• 83% of people say that having authentic local cuisine is a highlight of traveling for a work event
• 81% are likely to go shopping in unique, local stores that aren’t in their hometown while attending a work event
• 66% of attendees say they prefer swag or gifts with a local connection – an even stronger preference among Gen Z (70%) and Millennials (72%), compared to 59% of Gen X and 59% of Boomers

The sentiment carries through in intentional design and culinary choices. Thoughtful room layouts, acoustics and lighting, paired with chef-driven menus and destination-inspired bar programs, help transform receptions into genuine moments of connection rather than obligatory networking.

Graduate by Hilton Cambridge

Set along the River Cam, Graduate by Hilton Cambridge offers a charming backdrop for meetings and events, complemented by bespoke catering from Garden House, the hotel’s riverside restaurant, which celebrates wood-fired, seasonal British fare. Inspired by the storied local history and academic life of the University of Cambridge, the boutique property blends collegiate charm with contemporary design, creating memorable experiences for groups of all sizes.

The Blueprint:
A New Era of Ambition

Powering the moments that ignite potential and fuel career momentum.

Why we gather? Because real progress happens face-to-face.

Today’s meetings and events are more than just a break from routine – they’re a launchpad for personal and professional growth. As flexible work formats and freelance careers continue to redefine work as we know it, those who are less tethered to traditional offices will increasingly seek in-person experiences that expand their perspectives and foster connections. Stepping out of the everyday nine-to-five becomes an opportunity to build momentum and move ahead.

Best foot forward

83% of people are highly conscious of looking productive during meetings or structured programming, but cultivating an appearance of professionalism is more than just a performance. Attendees see looking and acting the part as a means of accelerating their careers, showing up with intention and confidence. Liberated from the confines of the video call, event attendees are using physical and behavioral cues as a means of communicating: “I’m here, and I’m ready to succeed.” Because in-person events naturally involve more movement and engagement, planners who build in clear, structured pauses help attendees stay present – 59% say they feel guilty taking breaks unless they are clearly labeled on the schedule – whether it’s to check email or use the bathroom.

The majority (71%) admit to mirroring the actions of leaders whose careers they aspire to, a figure that rises to 86% among Indian respondents. But for many people, making a good impression means adhering to the wisdom of the crowd, paying close attention to the etiquette of others to avoid seeming rude (83% ) and consciously seeking to blend in and maintain their professional persona (88%). Well over half of people globally (57%) have changed outfits multiple times a day to ensure they’re dressed appropriately for each occasion – a trend especially pronounced among Gen Z (72%), compared to 63% of Millennials, 48% of Gen X and 33% of Boomers. This heightened attention to appearance comes as dress codes evolve, illustrated by the rise of sneaker culture and the growing comfort-forward choices in professional settings.

Ambition, Unfiltered

While ambition drives attendees to make the most of every event, how that ambition shows up can look very different across generations. For some, career momentum is all about fun and connection: 56% overall say after-hours fun is a main reason for attending work events, but this jumps to 68% of Gen Z and 61% of Millennials, compared to just 47% of Gen X and 34% of Boomers. For early-career professionals, networking and social experiences fuel their drive to advance, while more seasoned attendees may prioritize staying sharp in their field.

Ambition isn’t one-size-fits-all; it’s shaped by where you are in your career and how you choose to make every moment count. Gen Z, in particular, blends connection with ambition: 52% of Gen Z attends events to build career-advancing relationships (vs. 45% of global attendees across generations and rising to 58% among Indian Gen Zers). At the same time, 78% of global Gen Z respondents only attend events that support their professional goals (vs. 67% overall and 83% of Indian Gen Zers), proving that younger professionals are looking to get both meaningful connections and opportunities for growth from their meeting or event experiences.

Embassy Suites by Hilton

At Embassy Suites by Hilton, the brand’s complimentary Evening Reception – offering light bites and two free drinks for guests 21+, plus a range of spirit-free beverages – creates built-in moments for teams to unwind, spark conversation and deepen connections after a day of meetings.

Me-Merchandising

Social media is often a top consideration for event planners and attendees. As workers adopt more independent mindsets, they’re artfully showcasing real-world achievements online – especially on platforms like LinkedIn – to strengthen their personal brands and impress their networks of followers.

• 67% of people agree they are more likely to attend an event if there are interesting opportunities to share on their social network
• 64% of people are likely to post about their experience at a work-related event on social media
• Over a quarter of attendees (29%) spend their free time at an event finding content-worthy things to post on social media

As attendees increasingly post to advance their professional ambitions or to share life updates with their social network (could be as simple as a team selfie), events that offer thoughtful, insight-rich moments and spaces make it easy to capture polished, career-aligned content that shares well online. For many attendees, the most share-worthy content comes from distinctive spaces, signature cocktails and chef-driven moments that feel aligned with their personal brand. The aim is no longer just about documenting attendance or showcasing the venue. It’s about curating intentional experiences and interactions that reflect personal growth, spark inspiration and build lasting professional connections.

Social Media Groups

Hilton has seen tremendous success with creating social media groups ahead of events – whether its 200 sales incentive winners traveling to Conrad Algarve or 9,000 attendees joining our All Suites and Focus Service conference. These groups allow attendees to get their questions answered in advance, connect with one another and arrive feeling confident.

In the zone

People aren’t showing up half-heartedly; they’re arriving with conviction. Over two-thirds of global respondents (67%) will only attend work events that support their career goals, and they expect those events to hold up their side of the bargain with experiences that help them achieve the most out of every moment. While ambition is universal, its intensity varies by market. 80% of attendees in India say they will only attend work events that help them achieve their career goals, compared to 63% in the U.S. and 56% in the UK. This drive is especially pronounced among younger generations: 78% of Gen Z and 73% of Millennials attend events with career advancement in mind, compared to 56% of Gen X and just 50% of Boomers.

Event design that doesn’t match attendees’ ambition won’t cut it. Almost three-quarters (73%) worry about not being able to hear the speaker, while 61% are concerned that all the good seats will be taken before they arrive. And if they can’t glean valuable insights, they won’t stay long. The majority of people (65%) find that work event agendas do not always align with their career goals: the same proportion will leave work events early if they don’t find the content valuable.

Hilton's EventReady Playbook

Hilton’s EventReady Playbook offers a host of resources to help planners make the most of attendees’ time together, including strategies to modernize meeting agendas. The EventReady Playbook is also home to Hilton’s World’s Most Welcoming Events Playbook, which features tangible solutions for making meetings and events more welcoming and inclusive for all.

The Wellness Agenda:
“Fit for Your Carry-On”

Wellbeing that comes home with you.

Why we gather? To recalibrate, recharge and return refreshed.

People want wellness included in the agenda; not simply through short stretch breaks or team walks, but woven throughout their entire event experience and long after they’ve hung up their lanyard at home. In 2026, the best meetings and events won’t just place wellness at the forefront – they’ll create an itinerary that provides in-the-moment comfort that leaves people refreshed, recalibrated and ready to tackle the world.

Pre-event jitters

For attendees, anxiety starts creeping in way before welcome drinks are served. The vast majority anticipate struggling to navigate busy itineraries in sprawling venues, with 74% worried about there not being enough time between sessions and having to rush between meetings. Over three-quarters (76%) are concerned that Wi-Fi connection will be bad or nonexistent, while fluctuating temperatures are stressful to 71% of people, who worry about feeling physically uncomfortable in spaces that are too warm or not well ventilated.

Put simply, attendees are craving a sense of control over their time and reassurance; two things the event planners of tomorrow can deliver with thoughtful communication and seamless logistics.

‘Me Time’ is the new downtime

Control isn’t just conferred by planners. Attendees are reclaiming agency by being highly selective about how they spend their downtime, a move underpinned by an understanding that optimum performance requires peak rest. Two-thirds (67%) say they feel less engaged during events if they don’t get downtime, with 55% skipping event sessions to decompress if there are no planned breaks. Generational differences are striking. Boomers are far less likely to skip sessions to decompress (39%) compared to 61% of Gen Z and Millennials. Yet when they do take breaks, Boomers feel less guilty about stepping away, with only 48% reporting guilt, versus 68% of Gen Z and 62% of Millennials.

For 60% of respondents, breaks are what they look forward to most during meetings. With this in mind, it’s no surprise many are carving out those precious moments by taking breathers on their own terms. In fact, 80% say they look forward to enjoying specialty coffee or tea beverages during these breaks – a simple pleasure that helps attendees recharge and savor the experience.

Tempo by Hilton

Thoughtful non-alcoholic and functional beverage options across Hilton support this desire, such as Tempo by Hilton’s innovative cocktail program, which features an equal number of “Spirited” and “Free-Spirited” cocktails that mirror each other in every way, with the “Free-Spirited” selections made without alcohol.

To further ease food and beverage anxieties, sending attendees catering menus in advance is now standard across all Hilton events.

Most people (76%) still enjoy leaning into work-organized wellness activities, whether that’s a group yoga class or a recovery session with Hyperice equipment in Wellness Rooms available across select Hilton properties. Yet 38% prefer to spend their free time recharging on their own – resting, reflecting or simply taking a quiet moment to breathe. For some, wellness means working up a sweat in the fitness center; for others, it’s about quieting the mind through Hilton’s Calm partnership, drifting off to a soothing Sleep Story or meditation while nestled under the covers.

However people choose to unwind, one thing’s clear: after the day’s activities are through, many attendees prioritize personal time to recharge, embracing the opportunity to relax and reflect in their own way. For 64%, the best part of a work trip is simply catching up on sleep in a comfy hotel bed – a restorative perk that underscores the value of downtime. Half (49%) of people would rather order room service to their room than share a meal with their team – a reminder that even the most social attendees value moments of silence. Solo time is especially valued by parents, 81% of whom agree that getting some alone time away from the pressures of parenting is an underrated benefit of work events. As noted in Hilton’s 2026 Trends Report, “hushpitality” is on the rise, with 28% of jetsetters planning to seek more quiet moments by themselves, even on group trips.

Waldorf Astoria New York

Guerlain Wellness Spa at Waldorf Astoria New York redefines the boundaries of well-being through a holistic philosophy that intimately intertwines beauty, preventive health, and longevity. The signature Spirit of Achievement massage, inspired by the hotel’s iconic statue, releases tension and restores lightness, giving guests a renewed sense of clarity as they move through their event experience.

The joy of giving

For event attendees at all life stages, whether getting a break from kids or colleagues, those short-lived freedoms aren’t without their trade-offs. Among parents, feelings of guilt about leaving family behind are strikingly universal: 60% of women and 62% of men admit to struggling with this emotional tug-of-war when attending work events. This near-equal split reveals that the challenge of balancing professional ambition and personal responsibility transcends gender, making every thoughtful event gesture – especially gifts to take home – a powerful way to ease that guilt and extend the event’s positive impact far beyond the programmed scheduling. Conrad Hotels & Resorts makes it easy for event-goers to collect a stuffed animal or plushie that nods to the destination, making it easy for attendees to bring their little ones a small memento from their trip.

Three-quarters (75%) love getting event swag or gifts that remind them of meaningful moments of the event, but just as many enjoy the feel-good connection that comes from sharing those treats with friends and family:

• 80% of parents normally bring home an event gift for their child
• 73% of those who are married or living with their partner bring home a gift for their significant other
• 65% get event swag or gifts for their coworkers who were unable to attend

Yet for many, the most rewarding takeaway isn’t necessarily something they can pack in a suitcase. Nearly seven in ten (68%) would rather participate in a give-back activity that benefits the local community than receive a physical gift. At Signia by Hilton Orlando Bonnet Creek, attendees can take part in a Community Connect program featuring hands-on stations – from creating classroom STEM bins to assembling nursing home succulents and cancer care kits – offering a tangible way to give back while they gather.

Meet With Purpose

Through Meet With Purpose, Hilton helps planners build community-impact moments into their events – from partnering with local organizations for hands-on volunteer activities to offering low-waste food and beverage options – helping attendees support local causes and turning wellness into meaningful impact beyond the event walls.

After all, the true legacy of a great event in 2026 isn’t the memento – it’s the mindset. Today’s most forward-thinking planners know their influence extends past the board or ballroom. Managing a busy itinerary and coordinating logistics is just the baseline; the pioneers of tomorrow will curate experiences that inspire an enduring sense of wellbeing guests carry long after they’ve left the convention center.

Conclusion

In a world increasingly shaped by digital interactions, the true value of gathering in person lies in the small, meaningful experiences that can’t be replicated online. Whether it’s a quiet break to recharge, a shared laugh after hours or the simple comfort of catching up on sleep in a hotel bed, these micro-moments are what attendees truly need to feel safe, seen and inspired.

Why We Gather?

Not just to exchange ideas or drive business outcomes, but to feel the energy, empathy and belonging that only face-to-face connection can offer. By designing events that honor these touchpoints, big and small, planners can create environments where every attendee is empowered to show up authentically, connect deeply and leave refreshed and recalibrated for what comes next.

As we look ahead, it’s not the grand gestures, but the thoughtful details and genuine interactions that define the future of meetings and events. These are the moments that matter and the reason we gather.