The evolving workplace — fueled by remote work, hybrid models, and a new generation of professionals — has transformed corporate travel and event planning. As businesses navigate these shifts, Hilton is stepping up with a new initiative, “World’s Most Welcoming Events,” designed to help planners and attendees create more engaging, productive, and seamless in-person experiences.
At the heart of this initiative is the release of a special edition of Hilton’s 2025 Trends Report, “The Meetings Maximizer: The Next Generation of Meetings & Events” along with the new “World’s Most Welcoming Events Playbook” — both packed with insights to help business leaders and event organizers design impactful, inclusive, and stress-free gatherings.
“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.”
Key trends defining the future of business events
Findings from Hilton’s survey of 1,000+ U.S. professionals planning to attend in-person meetings and events over the next two years highlight several emerging trends that are shaping the future of corporate gatherings:
- Extreme meeting preparedness: Setting the stage for success
Attendees feel most comfortable when they know what to expect. Businesses can elevate the event experience by:
- Providing agendas in advance (71%) and greeting attendees at the entrance (61%) to set the tone for a welcoming environment.
- Offering real-time communication, such as text messaging for questions (59%), to enhance attendee confidence.
- Encouraging networking with icebreaker prompts, easing the 47% of attendees who feel anxious about joining conversations.
- Reducing travel and event stressors
With travel and logistics playing a crucial role in meeting success, attendees value proactive planning:
- Food and beverage considerations: 60% appreciate menus in advance, while 52% prefer non-alcoholic options and allergy-friendly meal selections.
- Dress code guidance: 79% of Gen Z professionals feel anxious about appropriate attire, with 67% reporting that suggested dress codes help them feel more prepared.
- The rise of silent meeting time
Overstimulation at events can be overwhelming, making intentional breaks essential:
- 78% of respondents agree that having a space for quiet reflection or focused work would enhance their experience.
- Smaller meetings over large-scale sessions make 62% of attendees feel more comfortable speaking up.
- Pod squad travel: Strengthening business and social connections
Networking remains a key driver of in-person events, with professionals prioritizing familiar connections:
- 82% prefer attending meetings with someone they know, forming “pod squads” for support and engagement.
- 71% have met someone at a work event who has helped advance their career.
- Leisure-business hybrid travel is on the rise, with 29% of global travelers frequently taking trips with “frolleagues” (friends who are also colleagues).
“The power of in-person gatherings is unmatched — from strengthening workplace culture to building business relationships that drive growth,” said Frank Passanante, senior vice president, global head of sales and HRCC, Hilton. “Understanding the changing needs of attendees and acting quickly to innovate is critical to the future of our industry.”
As corporate travel and meetings continue to evolve, Hilton’s “World’s Most Welcoming Events” initiative provides business leaders and event planners with the insights and tools to deliver seamless, engaging, and impactful experiences.
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