Hilton Meetings & Events Trends Report Ushers in ‘Year of the Meetings Maximizer’

Hilton's Latest Events Report

The past few years have seen a shift towards a work-from-anywhere culture and a growing demand for incentive and group travel, fundamentally changing how we do business. This evolution introduces a new generation into the workforce, reshaping the future of work and personal interactions. To highlight this change and provide resources for both event attendees and organizers, Hilton is unveiling a comprehensive initiative named “World’s Most Welcoming Events.” At the forefront of this initiative is the launch of a groundbreaking section in the 2025 Trends Report – The Meetings Maximizer: The Next Generation of Meetings & Events – along with the new World’s Most Welcoming Events Playbook.

"At Hilton, we strive to meet the evolving needs of both event planners and attendees to provide a truly innovative event experience," said Chris Silcock, President of Global Brands and Commercial Services at Hilton.

"World’s Most Welcoming Events’ is intended to set a new standard of hospitality by supporting our customers with the right insights and tools to encourage meaningful moments of connection.”

From the Gen Z employee taking on their first full-time job to the Gen X senior leader who has attended meetings and events for their entire career, report findings from a U.S. survey of more than 1,000 adults planning to attend an in-person work meeting or event over the next two years uncovered key trends at the heart of a welcoming meetings and events experience:

Event Prep 2.0: The Surge of Extreme Meeting Preparedness

• Communication is Key: Attendees feel more welcomed at in-person meetings and events when they receive an agenda in advance (71%), receive a greeting as they enter the event (61%) and have the ability to text a number to have their questions answered (59%). 
• Promote the Power of Personal Branding: With 47% feeling anxious about joining a group of people already in conversation and 45% fearing that they will end up in a controversial discussion, simple preparations can help ease anxieties and promote positive personal branding and confidence in eventgoers. For instance, 54% of eventgoers feel more comfortable having icebreaker questions to help start conversations.

Attendees Seek Steps for a Stress-Free Start

• Will Travel for Food: Having food menus sent in advance (60%), non-alcoholic drink options (52%) and food options for people with allergies (52%) can reduce meal-time anxieties.
• Meeting the Occasion: 79% of Gen Z report feeling anxious about not having the proper attire when attending a work event. Sharing suggested attire guidelines makes meeting goers (67%) feel more prepared at in-person events.

Sound Shift: The Rise of Silent Meeting Time 

• Pausing with Intention: 78% of respondents agree that sometimes they need a break or time to themselves when they are at a work event. Having dedicated quiet areas to work or check work emails allows attendees (65%) to feel more comfortable at in-person events.
• The Power of Saying More with Less: Having smaller meetings instead of large ones enables attendees (62%) to feel more at ease speaking at in-person events.

The Emergence of Pod Squad Travel

• Career Advancement: 71% agree that they have met someone at a work event who has helped them further their career.
• Colleagues: Attendees prefer to go to meetings or events if they are with somebody they know (82%), sticking to their “pod squad” or small group that attendees spend time with at an event. According to Hilton’s 2025 Trends Report, nearly 30% of global travellers (29%) often travel on leisure trips with “Frolleagues” – friends who are also colleagues.

“The power of in-person gatherings and face-to-face interactions is endless, from strengthening workplace culture and building greater team trust to ultimately driving business results,” said Frank Passanante, Senior Vice President, Global Head of Sales and HRCC, Hilton.

“Understanding the changing needs of customers and attendees and acting quickly to evolve and innovate is pivotal to propelling our industry forward.”

Hilton continues to innovate for global planners and attendees by providing solutions that enhance the welcoming atmosphere of meetings and events. This includes dedicated quiet zones for work, meals, or relaxation and thoughtfully designed menus that eliminate messy foods for smoother networking. Detailed solutions can be found in the World’s Most Welcoming Events Playbook, available within Hilton's EventReady Playbook. This resource offers planners valuable insights into Hilton Meeting Packages that broaden booking options, the Hilton Incentive Collaborative that delivers curated offers and experiences, the Hilton Honors Event Planner Program for earning bonus points on eligible events, and the Meet with Purpose initiative aimed at creating a positive impact for both attendees and local communities.