Hilton has launched the “World’s Most Welcoming Events” initiative, with a special section added to the 2025 Trends Report—The Meetings Maximizer: The Next Generation of Meetings & Events—paired with the new World’s Most Welcoming Events Playbook.

According to Chris Silcock, president, global brands and commercial services, Hilton, "’World’s Most Welcoming Events’ is intended to [support] our customers with the right insights and tools to encourage meaningful moments of connection.”

Report findings from a U.S. survey of more than 1,000 adults planning to attend an in-person work meeting or event over the next two years uncovered key trends for a welcoming meetings and events experience:

Meeting Preparedness

• Communication is key: Attendees feel more welcomed at in-person meetings and events when they receive an agenda in advance (71 percent), receive a greeting as they enter the event (61 percent) and have the ability to text a number to have their questions answered (59 percent).
• Promote the power of personal branding: With 47 percent feeling anxious about joining a group of people already in conversation and 45 percent fearing that they will end up in a controversial conversation, simple preparations can help ease anxieties and promote positive personal branding and the confidence of event goers. For instance, 54 percent of event goers report feeling more comfortable having icebreaker questions to help start conversations.

Stress-Free Start

• Will travel for food: Having food menus sent in advance (60 percent), non-alcoholic drink options (52 percent) and food options for people with allergies (52 percent) can reduce meal-time anxieties.
• Meeting the occasion: 79 percent of Gen Z report feeling at least a little anxious about not having the right attire when attending a work event. Sharing suggested attire guidelines allows meeting goers (67 percent) to feel more prepared at in-person events.

Silent Meeting Time

• Pausing with intention: 78 percent 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 work emails allows attendees (65 percent) to feel more comfortable at in-person events.
• Saying more with less: Having smaller meetings instead of large ones enables attendees (62 percent) to feel more at ease speaking at in-person events.

Pod-Squad Travel

• Career Advancement: 71 percent agree that they have met someone at a work event who has helped them further their career.
• Frolleagues: Attendees prefer to go to meetings or events if they are with somebody they know (82 percent), sticking to their “pod squad,” or small group that attendees spend time with at an event. According to Hilton’s 2025 Trends Report, nearly 30 percent of global travelers (29 percent) often travel with “Frolleagues”—friends who are also colleagues—on leisure trips.