Do you know what motivated your attendees to give you their valuable time and attention?
Why We Gather, a Hilton report that surveyed 3,000 global business meeting attendees that acts as an events-focused supplement to the company’s 2026 Trends Report, discovered that it might not be for the reasons you thought. Kelly Knowlen, vice president of sales engagement and special events at Hilton, says you might want to break the event mold you have been using to focus more on the real reason people are making the journey.
“We’re hearing it loud and clear that we have to change the way we are doing things if we want them to look forward to, enjoy and want to come back to our meetings,” said Knowlen.
Human Interaction Rules
Despite what the marketing emails often focus on, it usually isn’t the keynote drawing people to registration pages. It’s a desire to meet the other people in the ballroom. Across the globe, 67% of respondents said they will only attend work events that support their career goals—that means effective networking.
The interaction doesn’t have to be reserved for the on-site experience. Hilton has tested a virtual “Networking with Confidence” session to help first-time attendees thrive once they arrive. They found that everyone appreciated the tips, including senior leaders.
Personal introductions at the registration desk, first-timer and other smaller group events onsite leading up to the main stage can help people ease into the crowd with some familiar faces.
Something else that can put minds at ease and compel them to check the “attending” button? Let them know they are welcome to come as they are. A supermajority (84%) said they love to bring their “authentic selves” to work events. That may mean less black tie and more casual business, especially for those who have only worked from home over the last few years.
Flexible Agendas for Diverse Generational Needs
The biggest variations in attitude were not from country to country but between generations. For instance, more than two-thirds of Gen Z say they want after-hours fun and just 34% of Baby Boomers say the same. Older attendees want to be able to reset, check in at the office and take a breath during the day. In fact, two-thirds (67%) of attendees report feeling less engaged during events if they don’t get downtime, with more than half (55%) admitting they’ll skip sessions to decompress if breaks aren’t built in.
Read More: Gen Z Has Entered the Building
“You have to try and accommodate everyone and give people options,” said Knowlen. “The solution is a flexible agenda.”
The Wellness Requirement
The focus on attendee comfort is part and parcel of the wellness trend that has become a requirement for events that want to continue to attract participants. The challenge is finding the right mix for your attendees. The survey showed that people don’t want to start too early, so 6 a.m. yoga is out; but they do want something organized, in addition to down time. One way to understand what to offer and when is to ask potential attendees or test participation levels. Offer something first thing and again later in the afternoon and see who shows up.
When it comes to catering, in addition to deconstructing menus to offer healthy options and accommodate allergies and preferences, consider the “where” in addition to the “what.”
“People want to experience the local culture,” said Knowlen. Featuring local specialties and even local restaurants and chefs is one “what” to do that. Creative BEOs can turn your F&B minimums into an engagement tool.
While you are looking at the menus, consider sending them out to attendees in advance of the arrival date, Knowlen suggested. That can help alleviate anxieties about whether they will be able to eat at the event, so they can plan accordingly.
Sharing Is Caring
Engagement also is not limited to the expo floor. The survey found that respondents want to be able to share something remarkable with their network. That means a unique destination, activation or activity that is photo-worthy and surprising. The majority (67%) said they are more likely to attend if there are interesting opportunities to share with their existing network. “We need to offer Instagrammable moments,” said Knowland.
Read More: Designing Events for Introverts and Ambiverts: Creating Spaces for Authentic Engagement
Hilton is not just researching event trends; they are testing them. The company’s “World’s Most Welcoming Events” initiative has been experimenting with conversation starter stickers on name badges, collectable pins and other ice breakers to share results with clients and enhance the overall guest experience.
