Business travel and in-person meetings remain central to how people connect at work, even as artificial intelligence and digital platforms reshape daily communication. Hilton introduces the Why We Gather Report, a special section of its 2026 Trends Report, exploring the behavioral, emotional and cultural shifts redefining meetings and events in 2026, based on global research.
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%) of respondents say meeting new people and bonding with their team will be the main reason they attend work events in 2026.
- 67% 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% 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% of people are highly conscious of looking productive during meetings or structured programming.
- 71% admit to mirroring the actions of leaders whose careers they aspire to.
- Over half of people (57%) 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%) say they feel less engaged during events if they don’t get downtime, with 55% skipping event sessions to decompress if there are no planned breaks.
- While 76% enjoy leaning into work-organized wellness activities, 38% prefer to spend their free time recharging on their own.
- 81% of parents agree that getting some alone time away from the pressures of parenting is an underrated benefit of work events.
“At Hilton, we believe every great event begins with understanding what truly matters to attendees,” said 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.”
Hilton continues to lead the industry in providing the tools for designing unforgettable, inclusive meetings and events that leave a lasting impression on every attendee.
Photo credit: 2026 Hilton
