Hilton Annual Trends Report Predicts 2025 to Be the “Year of the Travel Maximizer”

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.

Any thoughts, opinions, or news? Please share them with me at vince@meetingsevents.com.

Photo by Luca Bravo on Unsplash

Helene’s Fury: A Cautionary Tale for Meeting & Incentive Planners

Hurricane Helene's devastating rampage across the South serves as a stark reminder of the power of nature and the importance of preparedness, especially for those in the meeting and incentive industry. Helene's impact underscores the need to prioritize safety and flexibility when planning events in regions susceptible to extreme weather.

Lake of the Torches Resort Casino

Introducing Lac du Flambeau Casino Resort: The perfect venue for unforgettable meetings and events! Conveniently located amidst the breathtaking beauty of Northern Wisconsin, our resort offers a harmonious blend of modern amenities and natural surroundings. The conference center is situated on the shores of Lake Pokegama nestled in Wisconsin’s Northwoods, providing a classic Northern retreat feel that reflects its Ojibwe culture and heritage. The casino has slot machines and table games, dining in the Eagle’s Nest Restaurant and Woody’s Bar & Grill, and 101 well-appointed rooms. The 8,500 square-foot Convention Center with the Hall of Nations offers an outstanding venue for entertainment, receptions, trade shows, meetings, presentations, and seminars. The Convention Center can accommodate up to 800 people. Call 1-800-25-TORCH for more information.

The Edgewater Hotel

The Edgewater Hotel in Madison, Wisconsin is an ideal location for hosting meetings and events. The hotel is located in the heart of Madison, next door to the University of Wisconsin-Madison, and within a short walking distance of the Capitol Square and downtown. The hotel has over 14,000 square feet of indoor space including seven breakout rooms, multiple ballrooms, and four special event spaces that can be configured to support your meeting or event. The Grand Ballroom and Terraces, The Madison Room, The Mendota Ballroom, The Red Crown Club, and The Sky Bar are some of the venues available for hosting events. The hotel offers first-class meeting and banquet facilities with the latest A/V equipment and is staffed with in-house A/V technicians. Contact their sales team at sales@theedgewater.com to start planning your event today.