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

Hilton has unveiled its 2026 Trends Report special section, Why We Gather, which explores the behavioral, emotional, and cultural drivers shaping how people connect through meetings and events in the digital era.

Authenticity Matters
- 84% of attendees say they love bringing their authentic selves to work events.
- Nearly half (49%) attend primarily to meet new people and bond with their teams.

Wellbeing as a Priority
- 67% feel less engaged if events don’t include downtime.
- 55% admit they’ll skip sessions to decompress if breaks aren’t built in.
- 76% enjoy wellness activities, though 38% prefer solo recharge time.

Cultural Connection
- 84% value experiencing local culture as a perk of attending events.
- Attendees want meaningful, place-based experiences that digital platforms can’t replicate.

Career Growth & Ambition
- Events are now seen as launchpads for professional growth.
- 71% mirror leaders they admire, and 57% change outfits multiple times a day to fit the occasion.
- 83% are highly conscious of looking productive during structured programming.

Hilton Leadership Perspective
- Chris Silcock, President of Global Brands & Commercial Services:
> “This new research reaffirms our commitment to powering meaningful connection by revealing what truly motivates attendees today.”

- Frank Passanante, SVP Global Head of Sales & HRCC:
> “Every great event begins with understanding what truly matters to attendees.”

Why It Matters
As AI and digital tools streamline logistics, the real value of events lies in human connection, cultural immersion, and wellbeing. Hilton is positioning itself as a leader in designing inclusive, welcoming, and impactful gatherings that inspire collaboration and career momentum.