The era of the utilitarian conference room is over. According to Hilton’s new “Why We Gather” report, the meetings and events sector is pivoting toward shock-and-awe engagement, where the physical environment must deliver deep emotional and cultural experiences that digital platforms simply can’t match.
As AI and tech take over the logistical heavy lifting, the bar for in-person gatherings has skyrocketed. Planners and advisors must now look beyond square footage and AV capabilities, focusing instead on designing immersive “IRL 2.0” moments that justify the trip, according to the Hilton report.
By the numbers: Attendees are demanding more than just a seat at the table. Don’t take our word for it. Look at the stats Hilton provides:
- 84 percent of attendees want to experience local culture as a major perk of the trip.
- 67 percent disengage if the agenda doesn’t include downtime.
- 55 percent admit they will skip sessions entirely to decompress if breaks aren’t built in.
- 49 percent say bonding and meeting new people is their main driver for attending.
Shock-and-Awe Factors: The report identifies three pillars moving the needle from “meeting” to “experience”.
- IRL 2.0: Tech is now the backstage crew, not the star. The real value lies in meaningful moments and local culture. Attendees are looking for environments that foster “authentic selves,” with 84 percent stating they love bringing their true personalities to work events.
- The Wellness Mandate: Wellness is no longer a nice-to-have add-on; it is a core expectation for engagement. The shock factor here is the demand for solitude amidst the crowd: 81 percent of parents view work events as a break from parenting pressures, and 38 percent prefer recharging alone rather than at organized wellness mixers.
- The Ambition Stage: Events are the new career runways. Attendees are hyper-aware of their image, with 57 percent changing outfits multiple times a day to fit the occasion and 83 percent highly conscious of looking productive.
What they’re saying:
- Chris Silcock, president, global brands and commercial services, Hilton: “As the world of meetings and events evolves, this new research reaffirms our commitment to powering meaningful connection by revealing what truly motivates attendees today. We’re proud to empower our customers with tools and resources to design experiences that not only endure, but inspire connection, progress, and lasting impact.”
- Frank Passanante, senior vice president, global head of sales and HRCC, Hilton: “As meetings and events continue to evolve, we are deeply focused on understanding the needs and preferences of attendees—not simply among our various lines of business, but across cultures and generations. By combining deep insights with Hilton’s legacy of innovation and hospitality, we are helping planners create experiences that drive meaningful progress for their companies and create lasting impact for every attendee.”
What’s next: Hilton is doubling down on planner resources, including the “World’s Most Welcoming Events Playbook” and “Meet with Purpose” program, to help advisors build agendas that balance high-impact connection with necessary wellbeing.
Related Stories
Travel Leaders Network Adds Over 300 Member Agencies in 2025
Marriott International to Open Five New Projects in Saudi Arabia
Source link
