Hilton Hotels recently released a comprehensive, international study under the intriguing header Why We Gather. It is a fascinating read and included a number of insights you may find new and valuable, and many more that could probably use a little refresher. Let’s take a closer look …
Released in mid-January, the report is based on feedback from 3,000+ respondents in the U.S., U.K. and India who plan to attend in-person events in 2026. It focused on the emotional, behavioral and cultural reasons why people attend and engage in meetings and events, and it applies to those gatherings that are optional attendance [i.e., user conferences, dealer meetings, franchise systems, etc.] and those “command-performance” company gatherings where the “optional” component comes into play when the attendee chooses whether to tune in and participate, or merely warm a seat.
Why People Really Say “Yes” to Events
People gather today because they want to versus showing up out of habit. They start with a question that wasn’t even an option not too long ago: “Why am I going?” Every person weighs the realities of balancing work, family, and personal routines against what they expect to gain by attending. That’s why the “why” behind a decision to attend must be clear and personal. Attendees want events that advance their careers, recharge their wellbeing, or offer real connection they can’t get on a livestream or on-demand connection.
Memorable events now depend less on big‑budget spectacle and more on the small, human moments in between. Attendees often remember the:
Quiet corner where they recharged without guilt.
Short but meaningful exchange with a leader.
Unplanned coffee that sparked a new, meaningful relationship.
Session where technology just … worked and didn’t feel forced or cumbersome.
These micro‑moments don’t seem all that impressive on a printed agenda, but they absolutely shape how welcome, seen, and cared‑for people feel. That’s why planners need to design not just key meeting spaces, but hallways, breaks, and corner nooks where significant interaction quietly takes root.
Events as a Digital Reset
We live in a world of back‑to‑back virtual meetings, overflowing inboxes, and constant notifications. [How many times have you glanced at your phone in the past 90 seconds?].In that context, being in the same room has become a rare form of “reset”. What used to be the norm now seems the exception and the desire to return to the old way is renewing itself. Attendees aren’t just at your event for information. Whether they’re consciously aware of it or not, they’re also chasing nuance, body language, serendipity, and the chance to meet people they might never cross paths with in their daily digital orbit.
This craving for real connection spans generations. Younger professionals, for all their online presence, want spaces where they can drop airs and be themselves. Older attendees deeply value being in the same room again, seeing familiar faces and making new connections. A well‑designed gathering therefore must function as a counterbalance to digital overload, not just another conference to check off the list.
Tech and AI that Stays in the Background
Technology still matters but its role has changed. People expect it to run quietly in the background, enhancing the meeting experience instead of stealing the spotlight. Easier registration, clear agendas, smoother check‑ins, and reliable Wi‑Fi are no longer “nice‑to‑haves”, they’re expected and deserved.
AI tools can help attendees identify and locate the right sessions, reveal key people to meet, and help them navigate logistics so they spend less time searching and more time engaging. The key word is “restraint.” If a digital feature doesn’t make it easier to focus, connect, or feel at ease, it’s probably not worth the attention [and cost] it demands.
Destination as Co‑Host
The location isn’t just a backdrop anymore; it’s part of the value proposition. Attendees pay attention to where they are and what the place feels like. They respond to:
Local culture [art, music, storytelling, etc.] woven into presentations.
Authentic, locally inspired food and beverage options.
Partnerships with neighborhood businesses, artisans, and wellness providers.
When the venue and surrounding area are activated as a “living set,” people feel more connected to “place” and community. Instead of asking only, “Will this space accommodate our needs?”, planners now must ask, “Will this environment inspire, welcome, and spark curiosity?”
Further, participants increasingly treat events as a stage for career advancement and growth, and to establish or enhance their “personal brand”. They arrive thinking about visibility, cultural fit, and whether this gathering will help them demonstrate readiness, ambition, and their unique skill set and background. They favor events that:
Align with their goals and values.
Offer meaningful relationship‑building vs. superficial “drive by” interactions and conversations.
Create moments worth sharing — photos, quotes, or experiences that signal belonging — without turning the entire experience into one big photoshoot or SelfieFest.
Nor do attendees want to be heroic through exhaustion anymore. “Smart work” trumps “overworked” which hasn’t always been the case. The “nose to the grindstone” approach is outdated. Further, wellness is no longer a secondary consideration at events, it must be baked into the overall program design. People care about how a gathering affects their energy, focus, and mood. Clear patterns are emerging:
Downtime is essential, not optional.
Simple touches — comfortable seating, quiet lounges, quality coffee, healthy options, and clear signage – deliver an outsized impact.
Solo recharge moments, like a quiet meal or an early bedtime, can be the highlight of the trip for those who don’t often have the luxury of that at home.
Planners who explicitly signal that breaks are expected — and who gain “buy in” on that priority from the top — help attendees feel as if permission has been granted to care for themselves and be truly present.
Swag, Gifts, and Meaningful Give‑Back
The age of the generic, high‑volume giveaway bag is fading. People increasingly favor:
Fewer, higher‑quality items with a clear story or local connection to organizational goals, objectives and culture.
Opportunities to participate in meaningful give‑back activities tied to the destination or a cause.
Experiences that feel like a contribution instead of a freebie stand out. For planners with fixed budgets, this shift offers a chance to reallocate funds previously earmarked for easily disposed-of “trinkets & trash” toward initiatives that leave a lasting impression — on both attendees and the local community.
All of this points to a new Creative Brief for anyone charged with shaping an event. It starts with the sharp, human‑centered question: “What personal, emotional and professional outcomes do we want our attendees to experience?” Key design principles include:
- Clarifying belonging, connection, clarity, inspiration, and renewal as anchor goals.
- Engineering micro‑moments across the entire attendee journey, not just from the mainstage.
- Using technology intelligently but lightly to enhance the experience, not distract from it.
- Treating the destination as a co‑host, not a neutral backdrop with the best roomblock and meeting space.
- Normalizing rest and wellness as part of the experience, not an afterthought.
And the best gatherings think beyond the Closing Session: How will memories, relationships, wellness habits, and community impact continue to resonate once everyone returns home? I mean, what good is it if all the goodwill and warm vibes and memories must be turned back in at departure …?
Even in a Digital World, We Gather For Human Needs!
Even as the world goes more crazily digital, the reasons we gather remain deeply human. People come together not to be passively informed, but to feel connected, valued, inspired, and renewed. When events are designed around these core human needs, meetings and events transform from obligatory calendar entries into meaningful experiences people actively choose, cherish, and seek out again. It’s like wanting your favorite band to play one more tune at the end of the second encore. Ultimately, we gather not because we have to [even though we often do], we gather because we want to be seen, heard, valued and respected.
Cheers,
Kenneth Jones
