Hilton’s 2025 Trend Report featured a “special section” dubbed “The Meetings Maximizer: The Next Generation of Meetings & Events.” It analyzed meeting and event trends across generations, and Gen Z took center stage…as they have on TikTok, YouTube and virtually every other digital platform.
McKinsey & Company called them the first “digital natives,” and it could have a lot to do with the stage of life they were in when the pandemic struck. Many Gen Zers not only had their education interrupted, but were also unable to experience getting their first full-time job—at least in the traditional sense.
This year, Gen Z is set to outgrow Baby Boomers in the professional workforce. Yet, a mere 44% of professionals polled by Hilton with less than five years of work experience are comfortable attending in-person events. “Many Gen Zers often don’t know what to expect as they attend professional meetings and events for the first time,” Hilton’s vice president of sales engagement and special events, Kelly Knowlen, told Vendelux.
And with half of Gen Z in the work force (they’re currently 13-28 years old), “The Meetings Maximer” concluded that a fresh perspective on work events is going to be necessary to cater to the generation’s post-COVID preferences.
“As Hilton uncovered, Gen Z is more likely to be unsure of the proper dress attire,” Knowlen said, pointing to the report’s finding that a whopping 79% of attendees in this age group are “feeling at least a little anxious about not having the right attire when attending a work event.” Perhaps unsurprisingly, what to wear is only the beginning: Nearly half of Gen Zers (47%) also feel anxious about joining a group of people already in conversation, while 45% fear ending up in a controversial conversation, Hilton found.
Despite the anxieties it stirs, attending an in-person work event is still a muscle Gen Zers want to flex, “with 77% of Gen Z attendees saying they’ve made valuable career connections at work gatherings.” This is where the “maximer” in “The Meetings Maximer” comes in. Not only do Gen Zers and Millennials (aged 28-43) alike see the value of IRL events, they want more out of them.
The “maximizer” trend takes the “bleisure” movement of combining a work trip with a vacation “one step further,” according to Knowlen. “Rather than just extending their stay, attendees want more curated experiences during the event itself, from wellness breaks to immersive local excursions that allow for team bonding.”
“With 82% [of all attendees] agreeing that they built a better connection with their team members because of work meetings and events,” Knowlen encouraged planners to leverage this data when “designing experiences that cultivate lasting professional relationships.”
To address other concerns related to work events, and to meet anxious attendees where they are, “The Meetings Maximer” found these event tools to be effective, even calling them the “basic tenets of hospitality:”
Share “Know Before You Go” Briefings
“Providing a briefing to address last-minute pre-event questions would make 58% feel more comfortable at in-person events,” Hilton reported.
It also doesn’t hurt to share menus in advance. In fact, 60% of attendees prefer it, according to the report. With more than half of event guests looking for non-alcoholic beverage options or needing substitutions to accommodate allergies, offering customized menus—and communicating that ahead of time—is a great way to reduce mealtime anxieties, per Hilton.
Aside from needing modifications, attendees also expressed worries about not liking the food that’s being served (30%), food and beverage spilling on clothes (38%) and getting food stuck in their teeth (28%).
“Hilton is meeting this demand by offering event menus that avoid traditionally messy foods and adhere to different lifestyles and dietary restrictions,” Knowlen said. “We are also working on introducing industry-leading innovations to make eating, drinking and networking easier, such as sustainable plates that have a cut-out for wine glasses.”
Host “Welcome” Hour
“Nearly 60% of those attending an event for the first time say they would feel more comfortable at in-person events if they could attend a meet and greet,” Hilton found.
Promote the Power of Personal Branding
Gen Zers, in particular, needs some extra assistance to feel empowered enough to work the room. Hilton’s suggestion: offer icebreaker questions to help spark conversation—and avoid controversial topics. Data showed that 54% of all attendees prefer it.
Make Time for Breaks
Nearly 7 in 10 (68%) professionals believe that work events are often too long—with more than half reporting that being “on” for long periods of time makes them anxious and an even larger share (78%) agreeing that a break or solo time during a work event is a necessity.
To approach this, Knowlen explained that Hilton has been testing “Silent Spaces.” It did so at the Americas Leadership & Commercial Conference (ALCC) and its recent HiltonLIVE events, “offering dedicated quiet zones for attendees to work, eat or relax when they just need a minute,” Knowlen said.
She also encouraged event hosts to take advantage of Hilton’s M&E offerings, like Club Signia at its luxe Signia by Hilton locations, which is an exclusive experience that gives “access to private conference rooms, premium Wi-Fi and a stylish lounge with all-day food and beverage offerings”—the perfect place for a break, per Knowlen.
Consider Allowing a “Frolleage”
What’s a “Frolleague,” you ask? Friends who are also colleagues.
Knowlen assured that a rising trend in allowing “Frolleagues” to attend a work event “isn’t about companies covering the cost of plus-ones but rather an organic shift in how professionals are approaching meetings and events and business travel.”
It all boils back down to easing anxieties for the large share of professionals who get increasingly worried ahead of a work event. “We’ve seen that bringing a trusted colleague or friend along can be a positive force for engagement, with 82% of attendees citing that they prefer to go to meetings or events if they are with somebody they know,” Knowlen said. “At the same time, we know there are also advantages to attending alone—83% agree that they have made new friends at work meetings or events.”
“Striking a balance between inclusivity and professionalism ensures that events remain welcoming, productive and purpose driven,” Knowlen said.
