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

From the Rise of Silent Meeting Time to the Emergence of Pod Squad Travel, the Next Generation of Event Goers Is Redefining the Future of Meetings and Events

From the rise of a work-from-anywhere culture to an increased demand for incentive and group travel, the last few years have transformed how we conduct business, giving rise to a new generation settling into the workforce – a generation that is redefining the future of work and in-person connections. To spotlight that transformation and offer solutions for event goers and planners alike, today Hilton is launching a multi-faceted initiative, coined "World's Most Welcoming Events." Leading the charge is the release of a first-of-its-kind special section of the 2025 Trends Report – The Meetings Maximizer: The Next Generation of Meetings & Events – paired with the new World's Most Welcoming Events Playbook.

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"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, global brands and commercial services, 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 conversation, simple preparations can help ease anxieties and promote positive personal branding and the confidence of event goers. For instance, 54% of event goers report feeling 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 at least a little anxious about not having the right attire when attending a work event. Sharing suggested attire guidelines allows meeting goers (67%) to feel more prepared at in-person events.
    
    
    
    
• Sound Shhhift: The Rise of Silent Meeting Time
  • Pausing with Intention: 78% of respondents agree that sometimes when they are at a work event, they need a break or time to themselves. 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.
  • Frolleagues: 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 travelers (29%) often travel with "Frolleagues" – friends who are also colleagues – on leisure trips.

"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 to meet the needs of planners and attendees globally, bringing solutions to life to make meetings and events more welcoming for all – from offering dedicated quiet zones to work, eat or relax to creating menus that avoid traditionally messy foods for seamless networking. The solutions can be found in the World's Most Welcoming Events Playbook, found as a resource within Hilton's EventReady Playbook, with more information on offerings for planners such as Hilton Meeting Packages to expand booking capabilities, the Hilton Incentive Collaborative to provide curated offers and experiences, the Hilton Honors Event Planner Program to earn bonus points on qualifying events, and the Meet with Purpose program to create meaningful impact in both the attendee experience and within the communities they visit.

For more information on how Hilton is staying ahead of meetings and events trends and to view the findings, read the full report at Stories.Hilton.com/2025EventTrends. To start planning your next meeting or event with Hilton, visit https://www.hilton.com/en/events/.

Methodology

These are the findings of an Ipsos poll conducted between September 30 – October 16, 2024. For this survey, a sample of 1,050 U.S. adults ages 18-65 were interviewed online in English. To qualify for the survey, respondents have to be planning to attend an in-person work event in the next 24 months. The poll has a credibility interval of plus or minus 3.7 percentage points for all respondents. The sample contains a higher concentration of male, younger, and college educated adults.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.7 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,050, DEFF=1.5, adjusted Confidence Interval=+/-5.2 percentage points).

About Hilton

Hilton (NYSE:HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,300 properties and over 1.25 million rooms, in 138 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No. 1 World's Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 200 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can't buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, X, LinkedIn, Instagram and YouTube.

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