World's Most Welcoming Events
Imagine an event where everyone feels welcome, enjoys participating, and can’t wait to return.
This new initiative is the result of a research study conducted by Hilton to discover how today’s attendees prefer to engage in and experience in-person meetings or events. Our findings are especially relevant for Gen Z and younger Millennials who are largely participating for the first time in their careers.
After all, no two people feel the same about attending in-person meetings or events. Ask one, they’ll tell you they can’t wait to get there. Ask another, they’ll say they feel drained by the “pointless” conversations and time away from home. As people increasingly seek greater flexibility and clearer boundaries between work and personal life, the role of in-person events is evolving to meet the needs of a modern workplace.
World’s Most Welcoming Events (WMWE) strives to ensure that all attendees, including Gen Z and younger Millennials, feel relaxed, engaged, and motivated to fully and authentically contribute during the event.
By providing planners with tools and tactics to make in-person meetings and events as welcoming as possible, attendees feel a greater sense of belonging, enjoy a meaningful experience, and want to attend a future event.
Research
Key points from the recent research study conducted by Hilton and Ipsos, a global market and opinion research company, offer insights into current beliefs and expectations of attendees.
- While nearly 9 in 10 (88%) of attendees are likely to travel for an in-person meeting or event in the next 12 months, less than half (44%) of those with five years or less of work experience are very comfortable attending them.
- Among those attending for the first time, nearly 60% say they would feel more comfortable if they could go to a meet and greet.
- Appearance is top of mind with 79% of Gen Zers feeling at least a little anxious about not having the right attire. Nearly a third will buy new clothes and get a haircut.
(This finding also prompts planners to rethink events that require special clothing, like ‘80s parties, to eliminate additional shopping and stress for attendees.) - Sharing suggested attire guidelines, with supporting visuals, for attendees to reference as they prepare and pack would allow meeting goers (67%) to feel more comfortable.
- More than three-quarters of attendees (78%) agree that when they are at a work event, they need a break or time to themselves. A quiet area to work or check emails would allow them (65%) to feel more at ease.
Did you know?
Combined, Millenials and Gen Z comprise 75% of working professionals?
Gen Z was born between 1997-2012; Millennials, between 1981-1996.
"I like to review the attendees and itinerary to make sure I can hit all of the important parts and not waste time."
Four Tactics to Make Events More Welcoming
Extreme Meeting Preparedness
Anticipating attendees’ needs and removing uncertainty enables planners create an inclusive and supportive environment, where everyone walks in feeling confident and ready to engage.
Agendas in advance
When people know what to expect, they’re more likely to feel confident and prepared. Receiving an agenda in advance (71%) and having an opportunity to ask pre-event questions (58%) would make attendees feel better about a meeting or event.
When a speaker promotes a topic in advance, especially one that’s popular with attendees, it’s important that they deliver “as advertised.” Otherwise, attendees may feel misled or disappointed, particularly if they chose the session based on the original description.
Tip: Encourage speakers to stay true to the topics they agreed to present. Staying consistent builds their credibility as well as yours.
Menus in advance
For those who don’t mind eating with others but want to know what is being served, send conference menus several days before the event. That way, attendees will know that there will be selections to satisfy, or they can make other plans for mealtime.
What to wear
Unclear dress codes, like the often-confusing “business casual” can create stress for attendees.
Providing clear attire guidance with visuals and practical resources helps planners reduce attendee angst. In fact, attendees (67%) said that knowing the suggested attire in advance would help them feel more comfortable and ready to make the most of the event experience.
Stress-Free Start
Clarifying what to expect and offering gentle support for networking and socializing can help reduce anxiety and create a smoother entry into the experience.
Networking/Conversation starters
Welcome Hosts
From uplifting hellos to warm farewells, hosts make an introduction, provide venue tours, give programming overviews, and act as a familiar face in the crowd to answer attendee questions or provide assistance.
Conversation stickers
Cats or dogs? Beaches or mountain vacations? Colorful stickers that attach to event badges help attendees ease into conversations about personal interests and make approaching a stranger lighter and easier.
Did you know? 54% of attendees reported they would feel more comfortable having icebreaker questions to help start a conversation.
Pre-event meet ups
Consider a pre-event meetup for attendees who have never been to an in-person meeting or event. Starting the event in a smaller group fosters camaraderie and encourages people to relax and perhaps find a friend to connect with (and sit with).
Online FAQs, pre-event calls
For those attending an in-person event for the first time—or for anyone who feels uneasy about them—calm their fears with a virtual pre-event call. These informal, short calls offer an event overview, so attendees know what to expect and how to maximize their experience.
More Downtime
Providing options for personal space and incorporating moments of rest allow people to reduce their social fatigue and stay engaged.
Dedicated quiet zones
Offering a designated quiet space to recharge or check emails gives attendees a moment of solitude without isolation.
Flexible schedules
Incorporating flexible schedules ensures personal well-being and enhances attendee engagement, making the overall event less harried for them.
- Begin the event a little later or end a little sooner.
- Allow downtime between sessions so participants can check emails, call home, or have enough time to change clothes.
Take away lunches
Offer grab-and-go meals for those who want a moment to themselves or need to eat on the run.
Pod Squad
Encouraging attendees to create a built-in support system helps ease social pressure. This tactic also opens the door for the next generation of professionals to get a firsthand look at the industry.
Encourage the career curious
Inviting a Career Curious guest, like an older high school student or college student, inspires the next generation of professionals and provides attendees the comfort of a familiar companion. These experiences give young people valuable exposure to work-related settings with a respected adult and help them build professional connections. A similar tactic to ease social pressures among attendees is to …
Allow a plus one
Bringing a plus-one, like a colleague, friend, or family member, adds a sense of comfort and connection. It encourages shared engagement, fosters meaningful conversations, and makes networking or social settings feel more approachable.
Tip: Even if the plus-one can’t attend every session due to the content, consider allowing plus-ones for lunch or other mealtimes.
I'll learn about the content of the meetings and memorize anything I have to say. I will stress over my attire the most.
Moving Ahead
This is an initiative for the entire hospitality industry, join us in our quest! We continually test tools and tactics, such as food, menus, and serving options, that are easier to manage in group settings. We’re also evaluating networking ideas and icebreakers, as well as exit strategies, so the end of the event is as strong as the welcome.
We want to hear your ideas too. Please contact Toni Zoblotsky at toni.zoblotsky@hilton.com to share your thoughts and feedback on your event experiences.
Ready to get started? Consider taking the Planner Pledge to identify easy opportunities within your planning process to foster a welcoming environment for everyone.
Resources
Check out the full release of the Meetings Maximizer: The Next Generation of Meetings & Events within Hilton’s 2025 Trends Report.