According to Hilton’s Why We Gather Report, a new special section of its 2026 Trends Report, despite new technological capabilities, meetings and events are anchored in “authentic, in-person moments.” The global report examines the key human drivers reshaping business gatherings and highlights what attendees are seeking. One of the strongest signals: 84 percent of attendees say they love to bring their “authentic selves” to work events.
Why We Gather builds on Hilton’s World’s Most Welcoming Events platform and the launch of The Meetings Maximizer Report last year, which leveraged proprietary research and tested solutions to reimagine how meetings and events can be more welcoming across generations. The new report marks the next evolution of this movement, shifting the focus from how we design welcoming events to understanding the motivations driving connection itself.
“For more than a century, Hilton has set the standard for bringing people together—whether for industry-shaping conferences or life’s most meaningful milestones,” Chris Silcock, president, global brands and commercial services, Hilton, said in a statement. “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.”
Commissioned by Hilton and conducted in partnership with Ipsos, the research provides a global perspective of the meetings and events experience, with insights stemming from a survey of more than 3,000 adults across the U.S., U.K. and India who plan to attend an in-person work meeting or event over the next two years. Key global trend highlights include:
IRL 2.0: The New Code of Connection
In an increasingly digital world, attendees crave in-person experiences that reset the mind and foster genuine human connection. Technology now works quietly in the background, streamlining logistics and freeing people to be fully present, while the real value of events lies in meaningful moments, local culture and thoughtful service that can’t be replicated online.
- Nearly half (49 percent) of respondents say meeting new people and bonding with their team will be the main reason they attend work events in 2026.
- 67 percent 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.
- 84 percent of people agree that experiencing a local culture is a big perk of attending work-related events.
The Blueprint: A New Era of Ambition
Meetings and events have become launchpads for personal and professional growth, with attendees showing up intentionally to advance their careers, build networks and express their ambitions. Success is about more than just appearances, as participants seek environments that support their goals and offer opportunities for authentic connection.
- 83 percent of people are highly conscious of looking productive during meetings or structured programming.
- 71 percent admit to mirroring the actions of leaders whose careers they aspire to.
- Over half of people (57 percent) globally have changed outfits multiple times a day to ensure they’re dressed appropriately for the occasion.
The Wellness Agenda: “Fit for Your Carry-On"
Wellness is now a core expectation, with attendees seeking events that help them recalibrate, recharge and return refreshed both during and after the experience. The best gatherings integrate wellness seamlessly into every aspect, from thoughtful breaks and healthy amenities to opportunities for solo downtime and meaningful give-back activities, ensuring attendees leave feeling balanced and inspired.
- Two-thirds (67 percent) say they feel less engaged during events if they don’t get downtime, with 55 percent skipping event sessions to decompress if there are no planned breaks.
- While 76 percent enjoy leaning into work-organized wellness activities, 38 percent prefer to spend their free time recharging on their own.
- 81 percent of parents agree that getting some alone time away from the pressures of parenting is an underrated benefit of work events.