Hilton’s Report reveals how travelers are prioritizing impactful experiences
2024 was the Year of the Great Recharge, where sleep retreats made headlines, mindful drinking rose in popularity and wellness-themed guest rooms took off. Today, as the post-pandemic leisure travel boom normalizes, travelers surveyed in Hilton’s annual Trends Report are looking to pair their desire to relax and recharge with high-impact adventures and experiences to maximize their time and financial investment.
“Our 2025 Trends Report uncovers what has been simmering for years – the intersection of work and play; of relaxation and adventure; of being alone but together. Travelers don’t just want to choose their own adventure – they want to maximize every moment of their time away,” said Chris Nassetta, president and chief executive officer, Hilton. “This new data reveals a fascinating dichotomy and growing focus on experiences that will keep us on our toes, constantly evolving to meet the needs of tomorrow’s traveler.”
Report findings were uncovered after extensive global research, involving 13,000 travelers across 13 countries, including Brazil, feedback from over 4,100 Hilton team members and in-depth interviews with dozens of Hilton travel experts.
According to the research, 89% believe that venue choice is crucial for creating impactful experiences. As a result, meeting planners should be increasingly seeking out venues that offer more than just a space to gather; they are looking for locations that tell a story and enhance the overall event experience.
“Meeting planners are increasingly focused on creating experiences that resonate with attendees,” says a representative from Hilton. This sentiment reflects a broader industry trend where experiential elements are prioritized, leading to more innovative and engaging corporate events.
Trends Shaping the Meetings Landscape
As planners navigate this new terrain, several trends are driving the future of meetings and incentives:
Sustainability: The demand for eco-friendly venues and practices is on the rise, as companies prioritize corporate social responsibility. Planners should seek venues that align with these values, as sustainable practices not only appeal to environmentally conscious attendees but also enhance a company’s reputation.
Hybrid Events: The shift towards hybrid events has made unique venues even more appealing. Spaces that can accommodate both in-person and virtual attendees will be essential for future gatherings. Venues equipped with advanced technology for seamless streaming and interaction can expand the reach of events, making them more inclusive.
Health and Safety: In a post-pandemic world, venues that prioritize health and safety protocols are critical. Planners should look for spaces that offer flexibility and adhere to guidelines, ensuring that all attendees feel comfortable and secure.
Technology Integration: As technology advances, venues that offer innovative solutions—such as interactive displays, virtual reality experiences, or mobile app integration—will be in high demand. These features can enhance engagement and provide attendees with memorable interactions.
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Photo by Luca Bravo on Unsplash
