Why We Gather: Hilton Reveals Behavioral, Emotional and Cultural Drivers Defining 2026 Meetings and Events

Core Insights - Hilton introduces the "Why We Gather" report as part of its 2026 Trends Report, focusing on the evolving nature of meetings and events in the context of technology and AI [1][3] - The report emphasizes the importance of authentic in-person connections, with 84% of attendees wanting to bring their "authentic selves" to work events [2][4] Group 1: Key Findings - The report highlights that attendees are increasingly seeking personal and professional growth opportunities through meetings, with a focus on authentic connections and career advancement [6][14] - Nearly half (49%) of respondents indicate that meeting new people and bonding with their team will be the main reason for attending work events in 2026 [8] - 67% of attendees believe AI assistance during events enhances their experience by saving time and effort [8] Group 2: Wellness and Engagement - Wellness is now a core expectation, with attendees looking for events that help them recharge and feel balanced, integrating wellness into every aspect of the gathering [7][15] - 76% of respondents enjoy work-organized wellness activities, while 38% prefer to spend their free time recharging alone [15] - Two-thirds (67%) feel less engaged during events without downtime, with 55% skipping sessions to decompress if no breaks are planned [15] Group 3: Cultural and Emotional Drivers - The report captures the emotional and cultural motivations behind gatherings, indicating that attendees value local culture and meaningful moments that cannot be replicated online [5][14] - 84% of attendees agree that experiencing local culture is a significant benefit of attending work-related events [8] - 83% are highly conscious of appearing productive during meetings, reflecting the pressure to maintain professional appearances [8] Group 4: Hilton's Commitment - Hilton aims to empower customers with tools and resources to design impactful experiences that foster meaningful connections [4][9] - The company continues to lead in providing resources for planners, including the "World's Most Welcoming Events Playbook" and various meeting packages [9][12] - Hilton's research, conducted in partnership with Ipsos, surveyed over 3,000 adults across the U.S., U.K., and India, providing a global perspective on the meetings and events experience [4][11]