As artificial intelligence and digital technology continue to transform professional connectivity, a new global study from Hilton demonstrates that authentic, in-person experiences remain irreplaceable for the modern workforce.
The Why We Gather Report, a specialised section of Hilton’s 2026 Trends Report, explores the behavioural and cultural shifts shaping the future of meetings and events.
A central finding of the report reveals a strong desire for personal expression, with 84% of attendees stating they value the ability to bring their “authentic selves” to professional gatherings. This suggests that the value of meeting in person is increasingly driven by emotional and social connectivity rather than just business transactions.
The new report marks the next phase of Hilton’s World’s Most Welcoming Events initiative. While last year’s Meetings Maximizer Report focused on cross-generational design and practical solutions, Why We Gather pivots to investigate the core human motivations that drive the need for physical connection in an increasingly digital world.
Conducted in partnership with Ipsos, the research surveyed over 3,000 adults across the US, UK , and India who plan to attend in-person work events over the next two years.
The report’s highlights include:
Attendees crave in-person experiences that reset the mind and foster genuine human connection in today’s digital world. Technology now works quietly in the background, streamlining logistics and freeing people to be fully present, while the real value of events lies in meaningful moments, local culture and thoughtful service that can’t be replicated online.
- Nearly half (49%) of respondents say meeting new people and bonding with their team will be the main reason they attend work events in 2026.
- 67% agree that AI assistance during work events helps them to maximise 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.
Meetings and events have become launchpads for personal and professional growth, with attendees showing up intentionally to advance their careers, build networks and express their ambitions. Success is about more than just appearances, as participants seek environments that support their goals and offer opportunities for authentic connection.
- 83% of people are highly conscious of looking productive during meetings or structured programming.
- 71% admit to mirroring the actions of leaders whose careers they aspire to.
- Over half of people (57%) globally have changed outfits multiple times a day to ensure they’re dressed appropriately for the occasion.
Wellness is now a core expectation, with attendees seeking events that help them recalibrate, recharge and return refreshed both during and after the experience. The best gatherings integrate wellness seamlessly into every aspect, from thoughtful breaks and healthy amenities to opportunities for solo downtime and meaningful give-back activities, ensuring attendees leave feeling balanced and inspired.
- Two-thirds (67%) say they feel less engaged during events if they don’t get downtime, with 55% skipping event sessions to decompress if there are no planned breaks.
- While 76% enjoy leaning into work-organised wellness activities, 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.
