Research

Hilton Coins 2025 “Year of The Meetings Maximizer”

By Gaurav Banerji Feb 3, 2025 2:10pm

From the rise of a work-from-anywhere culture to an increased demand for incentive and group travel, the past few years have transformed how we conduct business, giving rise to a new generation settling into the workforce—a generation that is redefining the future of work and in-person connections. To spotlight that transformation and offer solutions for event attendees and planners alike, Hilton has launched a multi-faceted initiative: “World’s Most Welcoming Events.” Leading the charge is the release of a first-of-its-kind special section of the 2025 “Trends Report” titled “The Meetings Maximizer: The Next Generation of Meetings & Events,” paired with the new “World’s Most Welcoming Events Playbook.”

The findings of an Ipsos poll conducted between September 30 and October 16, 2024, were uncovered after research involving more than 1,000 U.S. adults planning to attend an in-person work meeting or event over the next two years.

Trend highlights include:

Event Prep 2.0: The Surge of Extreme Meeting Preparedness
- Communication is Key – Attendees feel more welcomed at in-person meetings and events when they receive an agenda in advance (71 percent), receive a greeting as they enter the event (61 percent) and have the ability to text a number to have their questions answered (59 percent).
- Promote the Power of Personal Branding – With 47 percent feeling anxious about joining a group of people already in conversation, and 45 percent 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 attendees. For instance, 54 percent of attendees report feeling more comfortable having icebreaker questions to help start conversations.
Attendees Seek Steps for a Stress-Free Start
- Will Travel for Food – Having food menus sent in advance (60 percent), non-alcoholic drink options (52 percent) and food options for people with allergies (52 percent) can reduce meal-time anxieties.
- Meeting the Occasion – 79 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 attendees (67 percent) to feel more prepared at in-person events.
The Rise of Silent Meeting Time
- Pausing with Intention – 78 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 percent) to feel more comfortable at in-person events.
- The Power of Saying More with Less – Having smaller meetings instead of large ones enables attendees (62 percent) to feel more at ease speaking at in-person events.
The Emergence of Pod Squad Travel
- Career Advancement – 71 percent agree that they have met someone at a work event who has helped them further their career.
- "Frolleagues" – Attendees prefer to go to meetings or events if they are with somebody they know (82 percent), sticking to their “pod squad,” or small group that attendees spend time with at an event. According to Hilton’s 2025 “Trends Report,” 29 percent of global travelers often travel with “frolleagues” (friends who are also colleagues) on leisure trips.

Hilton offers a range of solutions to make meetings and events more welcoming for all. The solutions can be found in the “World’s Most Welcoming Events Playbook,” found as a resource within Hilton’s “EventReady Playbook,” with information on offerings for planners such as Hilton Meeting Packages to expand booking capabilities, the Hilton Incentive Collaborative to provide curated offers and experiences, the Hilton Honors Event Planner Program to earn bonus points on qualifying events, and the Meet with Purpose program to create meaningful impact in both the attendee experience and within the communities they visit.

Source: Hilton

Hilton Coins 2025 “Year of The Meetings Maximizer”

Related Stories