Hilton’s latest research reveals that in-person meetings and events in 2026 will be shaped by attendees’ desire for authentic connection, personal growth, and integrated wellness, with technology supporting—rather than replacing—genuine human interaction.
Hilton has released a new section of its 2026 Trends Report, titled the “Why We Gather Report,” which examines the behavioral, emotional, and cultural factors influencing the future of meetings and events. The findings, based on a survey of over 3,000 adults in the U.S., U.K., and India, highlight a shift towards purpose-driven, wellness-focused, and authentic in-person experiences, even as technology and AI continue to transform the event landscape.
Key Research Findings
The report identifies several core trends shaping the future of business gatherings:
– 84% of attendees value bringing their “authentic selves” to work events, indicating a preference for genuine, in-person connections.
– 49% say their main reason for attending work events in 2026 will be to meet new people and bond with their teams.
– 67% feel less engaged during events without scheduled downtime, and 55% would skip sessions to decompress if breaks are not provided.
– 83% are conscious of appearing productive during meetings, and 71% report mirroring the actions of leaders they admire.
– 81% of parents see alone time at work events as a significant benefit.
Authentic Connection in a Digital Era
Despite advancements in digital communication and artificial intelligence, the report shows that in-person events remain critical for fostering meaningful relationships. Attendees seek experiences that offer genuine human interaction and exposure to local culture—84% consider experiencing local culture a major perk of attending work events. Technology is now used to streamline logistics and enhance the attendee experience, but it does not replace the value of face-to-face engagement.
Personal and Professional Growth
Meetings and events are increasingly viewed as opportunities for career advancement and networking. Attendees intentionally use these gatherings to build relationships and express ambition. The research notes that success at events is measured by more than just attendance; it involves active participation and alignment with organizational goals. Over half of respondents change outfits multiple times during events to ensure they are appropriately dressed, reflecting the importance placed on professional image.
Wellness as a Central Expectation
Wellness is now a key component of event planning. The majority of attendees expect events to include opportunities for relaxation and recharge. Two-thirds report disengagement if downtime is lacking, and more than half would skip sessions to decompress if necessary. While 76% enjoy organized wellness activities, 38% prefer to use their free time independently. Event planners are increasingly integrating wellness features, from healthy amenities to solo downtime, to meet these expectations.
Hilton’s Approach and Industry Impact
Hilton’s report builds on its previous initiatives, such as the World’s Most Welcoming Events platform and the Meetings Maximizer Report. The company continues to develop tools and resources to help planners create inclusive, impactful events. These include the World’s Most Welcoming Events Playbook, Hilton meeting packages, and the Meet with Purpose program. Hilton emphasizes understanding attendee motivations and preferences to design experiences that foster connection and support organizational objectives.
Methodology
The research was conducted by Ipsos on behalf of Hilton in November 2025. The online survey included 3,150 adults aged 18 and over from India, the United Kingdom, and the United States. All participants planned to attend an in-person work event within the next 2 years.
Conclusion
Hilton’s “Why We Gather Report” underscores the enduring importance of in-person meetings and events, even as technology evolves. Attendees are seeking experiences that prioritize authenticity, personal growth, and wellness. Event planners and organizations are encouraged to adapt by integrating these elements into future gatherings to meet evolving attendee expectations.
