Hilton report looks at needs of new generation of event attendees

i By January 28, 2025 No Comments

Hilton today released a special section to its 2025 Trends Report – The Meetings Maximizer: The Next Generation of Meetings & Events – paired with its new World’s Most Welcoming Events Playbook.

Created to spotlight how the new generations settling into the workforce is impacting the MICE industry, the report is the first step in Hilton’s just-launched multi-faceted initiative called “World’s Most Welcoming Events.”

“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.”

The Meetings Maximizer: The Next Generation of Meetings & Events is based on findings from a survey of more than 1,000 adults in the United States planning to attend an in-person work meeting or event over the next two years. It outlines four macro trends impacting the business event attendee experience.

Event Prep 2.0: The Surge of Extreme Meeting Preparedness

  1. 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%).
  2. 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

  1. 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.
  2. Meeting the Occasion: Seventy-nine percent 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 Shift: The Rise of Silent Meeting Time

  1. Pausing with Intention: Seventy-eight percent 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.
  2. The Power of Saying More with Less: Having smaller meetings instead of larger ones enables attendees (62%) to feel more at ease speaking at in-person events.

The Emergence of Pod Squad Travel

  1. Career Advancement: Seventy-one percent agree that they have met someone at a work event who has helped them further their trends.
  2. 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, 29% of global travelers 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.”