The rise of a work-from-anywhere culture is transforming how meetings and events are conducted, especially with Gen Z.

• The positive news: Planners are exploring a new approach with a fresh perspective toward in-person gatherings.

In its first-ever special section of Hilton's Trends Report, Hilton predicts 2025 to be the "Year of the Meetings Maximizer."

The idea: Event planners want to ensure their attendees can maximize their time and make the most of the in-person connections meetings and events foster.

• Imagine an event where everyone feels welcome, enjoys participating — and can't wait to return. After all, planners want to ensure that attendees find value in the event, are glad they came, and want to come to the next one.

Hilton recently released "The Meetings Maximizer: The Next Generation of Meetings & Events" to help event planners and attendees be well prepared for their next gathering to ensure the best possible outcome.

• The report spotlights results from a survey of more than 1,000 adults planning to attend an in-person work meeting or event over the next two years.

Why now: The demand for meaningful engagement, strong networks and impactful events has never been brighter. In-person events are on the rise in 2025 and beyond.

• Nearly 9 in 10 (87%) are likely to travel for a work or work-related event in the next 12 months, underscoring their enthusiasm for professional growth and authentic connections.

Why it's important: Meeting and event planners, along with the stakeholders they serve, can create impactful experiences by designing spaces and moments that make event attendees feel seen, heard and valued.

• Plus, attendees can learn how to make the most of in-person experiences.

Explore some of the key findings from the report.

✅ Before the event begins: building confidence and reducing anxiety

Communication ahead of an event is key to ensuring attendees feel well-prepared.

• Share agendas and key details early: 71% of attendees feel more comfortable when they receive an agenda well in in advance and 58% would feel more comfortable if provided a briefing call to address last-minute pre-event questions.
• Communicate the food and beverage experience: 60% of attendees value having food menus sent in advance, and 52% appreciate non-alcoholic drink options or allergen-friendly food choices to reduce meal-time anxieties.
• Set clear dress expectations: 79% of Gen Z report feeling at least a little anxious about not having the right attire when attending a work event. Nearly a third will buy new clothes and get a haircut. Sharing suggested attire guidelines allows meeting goers to feel more comfortable at in-person events.

✅ During the event: fostering engagement and comfort

While an event is in process, there are steps event planners can take to increase value for attendees.

• Incorporate quiet zones: 78% 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 emails allows attendees to feel more comfortable at in-person events.
• Host a "welcome" hour: Attendees who have never been to a live event can meet up with others in the same situation. Starting the day in a smaller group fosters camaraderie and encourages people to relax — and perhaps find a friend to connect with before heading over to the larger event space.

• Leverage icebreakers to ease interactions: One easy way is to provide conversation starter stickers on badges — such as cats, dogs, mountains and beaches — to help anxious event attendees. These stickers signal a willingness to chat about personal interests and make approaching people much lighter and easier.

Key finding: Traveling with "frolleagues" — friends who are also colleagues — is a growing trend, according to Hilton's 2025 Trends Report. 82% of attendees prefer to go to meetings or events if they are with somebody they know.

The takeaway: Embracing the evolving needs of attendees across generations will play a pivotal role in defining the modern workforce and the next generation of meetings and events.

"The power of in-person gatherings and face-to-face interactions is endless from strengthening workplace culture and building greater team trust to ultimately driving business results," said Frank Passanante, Hilton's senior vice president and global head of sales.

• The proof: 82% of attendees agree that they have built a better connection with their team members because of work meetings and events. Plus, 71% agree that they have met someone at a work event who has helped them further their career.

Worth a mention: Dive deeper into Hilton's findings and learn about the various solutions tested by visiting the World's Most Welcoming Events Playbook.

Next steps: Explore the recent report.