Hilton has unveiled the Why We Gather Report as a dedicated chapter within its 2026 Trends Report, drawing on proprietary research conducted with Ipsos. The global study surveyed 3,150 adults across the U.S., U.K. and India in November 2025 who plan to attend an in-person work meeting or event over the next two years. This initiative marks Hilton’s latest effort to deepen its insights into the evolving motivations behind business gatherings and to reinforce its leadership in the meetings and events segment.

The report highlights that 84% of respondents value bringing their “authentic selves” to work events, while 49% identify meeting new people and bonding with their team as their primary reason for attendance in 2026. Technology, including AI assistance, is embraced quietly in the background, with 67% agreeing that AI tools help them maximize event experiences by saving time and effort. Local culture and thoughtful service remain the core differentiators for in-person gatherings.

Hilton’s findings reveal that 83% of attendees are highly conscious of appearing productive during structured sessions, and 71% admit to mirroring the behaviors of leaders they admire. Over half (57%) of global respondents reported changing outfits multiple times a day to ensure they’re dressed appropriately. These trends underscore the role of meetings as launchpads for career advancement, personal branding and strategic relationship-building.

Wellness has become a nonnegotiable element of event design: 67% of participants say they feel less engaged if there’s no planned downtime, and 55% will intentionally skip sessions to decompress. While 76% enjoy organized wellness activities, 38% prefer self-directed recharging opportunities. Notably, 81% of parents cite alone time away from parenting responsibilities as an underrated benefit of attending work events. Hilton intends to incorporate these insights into its EventReady Playbook and meeting packages to deliver more balanced and restorative experiences.