MCLEAN, Va.—As technology and artificial intelligence continue to reshape how people communicate, in-person meetings remain critical for authentic connection, career advancement, and personal well-being, according to new research released by Hilton.
The hospitality company’s Why We Gather Report, a special section of its 2026 Trends Report, examines how behavioral, emotional, and cultural shifts are redefining meetings and events. Motivations for attending work gatherings are increasingly centered on connection. Nearly half of respondents, 49%, indicated meeting new people and bonding with colleagues as the primary reason they will attend work events in 2026. While digital tools continue to play a role, 67% noted AI assistance helps maximize their event experience by saving time and effort, allowing them to focus on more meaningful activities. Cultural immersion also remains important, with 84% of respondents citing local experiences as a major perk of attending work-related events.
“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,” says Chris Silcock, president of global brands and commercial services for 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 also inspire connection, progress, and lasting impact.”
The research also highlights rising ambition and visibility at meetings. Approximately 83% of attendees said they are highly conscious of looking productive during meetings or structured programming, while 71% reported mirroring the actions of leaders whose careers they aspire to. More than half of respondents globally, 57%, said they have changed outfits multiple times a day to ensure they are dressed appropriately for different occasions.
Wellness emerged as a core expectation rather than an added benefit. Two-thirds of attendees said they feel less engaged during events if they do not get downtime, and 55% said they skip sessions to decompress if breaks are not built into the agenda. While 76% said they enjoy work-organized wellness activities, 38% prefer to recharge on their own during free time. Among parents, 81% noted time away from the pressures of parenting as an underrated benefit of attending work events.
“At Hilton, we believe every great event begins with understanding what truly matters to attendees,” says 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.”
Commissioned by Hilton and conducted with Ipsos, the survey included more than 3,000 adults in the United States, the United Kingdom, and India who plan to attend an in-person work meeting or event within the next two years. The report builds on Hilton’s “World’s Most Welcoming Events” initiative and last year’s Meetings Maximizer Report, which focused on making meetings more inclusive across generations.
