What do attendees want (and expect) at meetings in 2025?  

At the recent Hilton Experience Showcase, a press and client event held on Jan. 22 at Lavan Midtown in New York City, insights into these very trends were shared, with new research unveiled offering fresh perspectives on shaping the future of meetings.  

“A shifting workplace, as people seek greater flexibility from work or home and clear work-life boundaries, demands in-person meetings shift in new, modern ways,” according to new research by Hilton and Ipsos, a global market research and consulting firm. 

Context: Conducted in late 2024, a survey by Hilton and Ipsos involved more than 1,000 U.S. adults ages 18 to 65 who were planning to attend an in-person event in the next 24 months.  

Hilton partnered with Ipsos to crunch the numbers and develop the World’s Most Welcoming Events Playbook for creating and producing events. Hilton tested a variety of meeting tactics to determine what to include.  

We sat down to discuss these trends with Bonnie Campagnuolo, global brand leader for Embassy Suites by Hilton, who shed light on the latest strategies that cater to the next generation of attendees.  

Here are five key takeaways for event professionals planning ahead for 2025. Watch our full interview with Campagnuolo here. 

1. The Playbook for a Welcoming Atmosphere 

Campagnuolo highlighted Hilton’s strategic playbook designed to enhance attendee experiences. Meeting planners are encouraged to adopt initiatives that help attendees feel "comfortable, considered, and confident."  

By focusing on the visitor's needs, event organizers can ensure that guests feel at ease and fully engaged. Campagnuolo emphasized, “When they're at this event, they are then free to hear everything that's being said and apply it to their workspace.” 

2. Embrace Flexibility and Connectivity 

Another significant insight was the growing importance of flexible and thoughtful scheduling. “Start later. End earlier and have longer breaks,” Campagnuolo recounted from the panel, stressing an optimal balance that prevents burnout and encourages participation.  

Moreover, the next generation of attendees values having their schedules in advance, allowing them to make the most of both the event and their work commitments. This anticipatory approach is especially crucial, Campagnuolo noted, as many professionals now recognize, “I can do this breakout and still be able to go to that quiet space.” 

3. The Concept of "Frolleagues" 

The concept of “Frolleagues” emerged as a standout trend, denoting the blurring lines between professional connections and friendships. Campagnuolo loves her own group of “frolleagues,” and it's evident that maintaining these professional friendships is pivotal, particularly in a time when workspaces are often remote.  

For event planners, understanding this dynamic means creating environments that foster these relationships and enhance the overall experience through meaningful, in-person interactions. 

4. Creating Meaningful Connections 

A large part of our conversation centered on the importance of sparking connections using simple, yet effective strategies. One of the practical ideas involved using stickers on name badges to promote conversation—like those featuring dogs, mountains, or favorite streaming services. Campagnuolo reiterated, "You just want to spark connections." It doesn’t have to be an expensive activation to be effective. 

5. The Year of the Maximizer 

Looking to the future, Hilton has coined 2025 as the "Year of the Maximizer" for both meeting attendees and planners. This concept is rooted in extracting the maximum potential from each event experience. Campagnuolo explained, “Meeting planners and attendees both want to get as much as possible out of their meetings and events.” This philosophy doesn’t mean overloading schedules but rather optimizing each moment for learning and networking, she added. 

Stay tuned for a deeper dive into the report with key tactics event planners can deploy. 

Main image: Hilton’s Frank Passanante, Kelly Knowlen, Bonnie Campagnuolo and Ipsos’s Jason Dorsey speak on a panel at Hilton Experience Showcase in New York City to preview the new initiative and report. Photo: Hilton