Hilton Launches ‘World’s Most Welcoming Events’ to Meet Evolving Needs of Event Attendees and Planners

Hilton Launches ‘World’s Most Welcoming Events’ to Meet Evolving Needs of Event Attendees and Planners

From the rise of silent meeting time to the emergence of pod squad travel, the next generation of event goers is redefining the future of meetings and events

(IN SHORT) Hilton has launched the “World’s Most Welcoming Events” initiative to meet the changing needs of event planners and attendees. The initiative includes the release of the 2025 Trends Report, which highlights key trends such as the rise of silent meeting time and “pod squad travel,” where attendees prefer to travel with familiar colleagues. The report reveals that better communication and event preparation can ease attendee anxiety, and Hilton aims to set new standards for event hospitality. The initiative is supported by Hilton’s new Playbook, which includes tools and programs to enhance event experiences, such as Hilton Meeting Packages and the Hilton Honors Event Planner Program. Hilton’s commitment to innovation in the meetings and events sector is evident in their efforts to create more connected and welcoming gatherings.

(PRESS RELEASE) McLEAN, Va., 2025-Jan-30 — /Travel PR News/ — Hilton is setting a new standard for hospitality with the launch of its “World’s Most Welcoming Events” initiative, designed to support the changing demands of event planners and attendees in a rapidly evolving work environment. Coinciding with the release of the 2025 Trends Report, Hilton introduces the “Meetings Maximizer: The Next Generation of Meetings & Events,” offering fresh insights and a strategic playbook to improve in-person meetings and gatherings.

Hilton’s latest initiative aims to provide planners with the tools and resources to create more meaningful, engaging, and comfortable event experiences for attendees. Chris Silcock, President of Global Brands and Commercial Services at Hilton, noted, “Our goal is to meet the evolving needs of both event planners and attendees by offering innovative experiences and setting new benchmarks for hospitality. This initiative empowers our customers to deliver better and more connected events.”

Findings from Hilton’s U.S. survey of over 1,000 adults attending in-person events highlighted several key trends in the evolving meetings landscape. Notably, attendees prefer increased communication prior to events, with 71% feeling more welcomed when receiving agendas in advance, and 59% appreciating the ability to text a number for immediate answers to questions. Attendees also expressed anxiety about joining ongoing conversations or wearing inappropriate attire, pointing to the need for better event preparation tools such as icebreaker questions and attire guidelines.

The report also highlighted emerging trends like the rise of “silent meeting time,” with 78% of participants agreeing they sometimes need a break or quiet space during events. This trend points to the growing importance of creating designated quiet areas where attendees can recharge or check emails, enhancing the overall event experience.

Additionally, Hilton recognized the growing trend of “Pod Squad Travel,” where attendees prefer to travel with familiar colleagues, or “frolleagues,” with 82% of attendees reporting that they enjoy attending events with someone they know. These changes reflect a shift toward more intimate, comfortable, and connected event experiences.

Frank Passanante, Senior Vice President at Hilton, emphasized the importance of evolving to meet attendee expectations, saying, “In-person interactions are crucial for fostering workplace culture, building trust, and driving business results. Adapting to changing attendee needs allows us to stay ahead and continue innovating in the meetings and events industry.”

Hilton’s “World’s Most Welcoming Events” Playbook, now available as part of its EventReady Playbook, outlines solutions such as Hilton Meeting Packages, the Hilton Honors Event Planner Program, and the Meet with Purpose initiative. These programs help planners create memorable and meaningful events while benefiting from exclusive rewards and curated experiences.

For further details on Hilton’s evolving offerings for event planners and to access the full report, visit Hilton’s Event Trends page.

Methodology

These are the findings of an Ipsos poll conducted between September 30 – October 16, 2024. For this survey, a sample of 1,050 U.S. adults ages 18-65 were interviewed online in English. To qualify for the survey, respondents have to be planning to attend an in-person work event in the next 24 months. The poll has a credibility interval of plus or minus 3.7 percentage points for all respondents. The sample contains a higher concentration of male, younger, and college educated adults.

Statistical margins of error are not applicable to online non-probability polls. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error and measurement error. Where figures do not sum to 100, this is due to the effects of rounding. The precision of Ipsos online polls is measured using a credibility interval. In this case, the poll has a credibility interval of plus or minus 3.7 percentage points for all respondents. Ipsos calculates a design effect (DEFF) for each study based on the variation of the weights, following the formula of Kish (1965). This study had a credibility interval adjusted for design effect of the following (n=1,050, DEFF=1.5, adjusted Confidence Interval=+/-5.2 percentage points).

About Hilton

Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 24 world-class brands comprising more than 8,300 properties and over 1.25 million rooms, in 138 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed over 3 billion guests in its more than 100-year history, was named the No.1 World’s Best Workplace by Great Place to Work and Fortune and has been recognized as a global leader on the Dow Jones Sustainability Indices for seven consecutive years. Hilton has introduced industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 200 million Hilton Honors members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on FacebookXLinkedIn, Instagram and YouTube.

Media Contact:

Cindy Andrade
Hilton
Cindy.Andrade@Hilton.com

Source: Hilton Hotels & Resort

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