Hilton today introduced a new report – Why We Gather – exploring the attendee motivations reshaping meetings and events.

Why We Gather, a special section of hospitality company’s 2026 Trends Report, builds on its World’s Most Welcoming Events platform and the launch of The Meetings Maximizer Report last year. The report shifts the focus from how we design welcoming events to understanding the motivations driving connection itself.

“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,” said Chris Silcock president, Global Brands and Services, Hilton. “We’re proud to empower our customers with tools and resources to design experiences that not only endure, but inspire connection, progress, and lasting impact.”

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 United States, United Kingdom and India who plan to attend an in-person event or work meeting over the next two years.

Key findings in Why We Gather include:

• 84% of attendees say they love bringing their “authentic selves” to work events – highlighting the growing demand for genuine, in-person connection
• 49% of respondents say meeting new people and bonding with their team will be the main reason they attend work events in 2026, underscoring the shift toward purpose-driven gatherings that fuel collaboration and career momentum
• 67% of attendees report feeling less engaged during events if they don’t get downtime, with 55% admitting they’ll skip sessions to decompress if breaks aren’t build in to the program
• 76% enjoy leaning into work-organized wellness activities, while 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
• 67% agree that artificial intelligence (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

“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.”