Hilton’s Report Shows 84% Seek Authenticity and 67% Embrace AI at Events
Hilton’s Why We Gather Report surveyed 3,150 work-event attendees and found 84% want to bring their authentic selves and 67% say AI assistance enhances their experience. It also shows 49% attend to bond and 67% feel less engaged without downtime, guiding Hilton’s meetings strategy.
1. Hilton Unveils Why We Gather Report to Illuminate Meeting Trends
Hilton today published its Why We Gather Report, a special section of the 2026 Trends Report developed in partnership with Ipsos. Surveying 3,150 adults across the U.S., U.K. and India who plan to attend an in-person work event in the next 24 months, the report identifies behavioral, emotional and cultural drivers shaping meetings and events. With Hilton operating 9,000 properties and 1.3 million rooms in 141 countries, the insights aim to reinforce the company’s leadership in an $800 billion global meetings market by aligning product development and sales strategies with attendee expectations.
2. Key Findings Highlight Demand for Authentic In-Person Connection
Nearly half (49%) of respondents cite meeting new people and bonding with their team as their primary reason for attending events in 2026, while 84% agree that experiencing local culture is a significant perk. Technology and AI are positioned as enablers rather than replacements: 67% of attendees believe AI assistance saves time and effort, allowing deeper engagement. These trends underwrite continued demand for Hilton’s EventReady Playbook and World’s Most Welcoming Events platform, which together support over 235 million Hilton Honors members in planning seamless, personalized gatherings.
3. Wellness and Ambition Drive New Meeting Formats
Wellness emerged as a core expectation, with 67% of respondents reporting reduced engagement when events lack planned downtime and 55% skipping sessions to decompress. Simultaneously, 83% of attendees are highly conscious of demonstrating productivity during structured programming, and 71% mirror actions of leaders they admire. Hilton’s introduction of Digital Key Share, automated complimentary room upgrades and the Meet with Purpose program positions the company to capture additional share in the growing corporate segment by integrating wellness breaks, career-focused workshops and technology-enabled experiences.
4. Investor Implications and Strategic Outlook
Hilton’s deep dive into meeting motivations coincides with its ongoing expansion of meeting-focused amenities and loyalty incentives. With the global in-person meetings sector projected to grow at a 7% CAGR through 2028, the company’s emphasis on meaningful human connection, supported by proprietary research and technology enhancements, is likely to bolster RevPAR and group booking volumes. Investors should note Hilton’s sustained capital investment in event space redesign and digital tools, which target higher average daily rates and occupancy during key business travel quarters.