In a world shaped by a desire for connection, evolving work patterns and rising expectations around purpose, one fundamental truth remains: gathering in person matters. Hilton’s 2026 Trends Report Special Sectionoffers timely insight into why we gather—and why business events continue to play an essential role in driving connection, collaboration and progress.
Developed by Hilton, an Events Industry Council (EIC) Corporate Member and Strategic Partner, the report explores how meetings and events are evolving in response to shifting attendee expectations, technological advancement and a renewed emphasis on meaningful human connection. Its findings reinforce what event professionals across the globe have long understood: well-designed gatherings deliver value that extends far beyond the meeting room.
Intention Over Volume
At the heart of Hilton’s 2026 trends is a growing emphasis on intentionality. Organisations are becoming more selective about when and why they bring people together, placing greater focus on outcomes, experience and return on engagement.
“For organisations navigating constant change, gathering in person has become more intentional—and more impactful—than ever,” said Kim Napolitano, Executive Director, Industry Relations and Intermediary Group Sales at Hilton. “Business events create the space for meaningful dialogue, shared understanding and connection that simply cannot be replicated through virtual interactions alone.”
This shift toward purpose-driven meetings closely aligns with EIC’s advocacy work and research, including the Futures Landscape Study 2025, which identifies human connection as a foundational force shaping the future of the global business events industry.
Creating Belonging and Shared Purpose
Hilton’s findings also underscore a growing demand for experiences that foster belonging. As workforces become more distributed and diverse, in-person gatherings provide rare opportunities to build trust, reinforce culture and strengthen relationships.
For the business events industry, this reinforces the expanding role of meetings as strategic investments in people and performance. Conferences, conventions and incentive programmes are increasingly designed to support learning, wellbeing and inclusion—elevating their impact beyond content delivery alone.
This evolution challenges organisers and partners across the ecosystem to think more holistically about experience design, from agenda flow and space utilisation to accessibility and attendee journey.
Spaces That Enable Experience
Another key insight from Hilton’s 2026 trends is the evolving role of hotels and venues as experience enablers. Hospitality spaces are no longer passive backdrops; they are active contributors to how people connect, collaborate and engage.
“Every gathering has an opportunity to deliver lasting value,” Napolitano added. “When meetings are designed with intention and the full attendee journey in mind, organisations are able to achieve outcomes that extend well beyond the event itself.”
This perspective reflects a broader shift within the industry toward partnership-driven planning models, where venues, planners and suppliers collaborate early to align space, service and strategy.
Looking Ahead
As the global business events industry looks toward 2026 and beyond, Hilton’s Why We Gather perspective offers both affirmation and direction. The future of meetings will not be defined by scale alone, but by intention, experience and the ability to bring people together in ways that truly matter.
For event professionals worldwide, the message is clear: why we gather has never been more important—and when we get it right, the impact is lasting.
