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2025 marks the year where Gen Z will outgrow Baby Boomers in the workforce, and Millennials and Gen Z soon will make up 75 percent of working professionals. With this information in mind, Hilton has compiled a new trends report, "The Meetings Maximizer: The Next Generation of Meetings and Events." The hotel giant shared an exclusive preview of the research with media during a panel at Lavan Midtown in New York City, followed by a showcase of the company's various brand offerings.
The surge of extreme meeting preparedness
Nearly nine in 10 respondents said they were likely to travel for work in the next year, yet only 44 percent of those with five years of experience or less feel comfortable attending in-person events. Regardless of generation, first-time attendees share some of the same anxieties. Hilton suggested that, to help participants reduce pre-event stress, organizers should share the agenda well in advance, have someone welcome guests and show them around, and offer social media groups where people can ask questions and meet others online ahead of time.
"Gen Z is going to meetings and events. They entered the workforce later than previous generations and they've gone through this Covid experience as they've entered the workforce," said Jason Dorsey, president and lead researcher at the Center for Generational Kinetics. "They're showing up to meetings and events, but they may not know what to expect. So what we do before meetings and events has a huge impact on what that experience is like for them."
Another concern for attendees is dress code, with 42 percent of people — and 79 percent of Gen Z — reporting they feel anxious about not having the proper attire. Whether the meeting has a themed reception or is strictly business casual, sharing packing guidelines with visuals of recommended outfits would give travelers peace of mind.
"People are so anxious about what to wear," said Kelly Knowlen, Hilton's vice president of sales engagement and special events. "Provide attendees with photos, visuals and videos of different outfit suggestions so they feel comfortable when they arrive and they feel like they can fit in."
Food for thought
Planners also can modify food-and-beverage offerings to help alleviate stress. Sending the menu to delegates beforehand allows them to see if there will be food that they like, whether there will be nonalcoholic drink options and whether there will be any potential allergens to avoid. Also, make sure that dishes are easy to eat in a networking environment (i.e. standing up, no tables), and avoid foods that require cutting or multiple utensils.
Hilton is working to create catering menus without traditionally messy foods (soups, seeds, etc.) that might spill on clothes or get stuck in teeth. They are also striving to make the juggle easier while eating, drinking and networking by offering plates that have a cut-outs for glasses.
"A confident attendee then is free to hear everything and have a conversation with somebody because they're not worried about what's to eat," Knowlen added. "So that helps people feel like it was a good use of their energy to get there and participate."
The rise of silent meeting time
While in-person connection is more important than ever, attendees also value their downtime. According to the report, 68 percent of professionals agreed that work events are often too long, and 78 percent admitted to needing a break or time to themselves.
Furthermore, more than half listed having to be "on" for long periods of time as a top reason to feel at least moderately anxious. Instead, 71 percent would prefer built-in breaks so their schedule is not completely full, and 65 percent want dedicated quiet areas for relaxing or checking emails. Hilton has offered eco-friendly to-go containers at buffet lines, accommodating eventgoers who either want to slip off be productive or to grab some zen during meal time.
"We started this initiative thinking about introverts and people who just dread going to in-person events.… And we found that everybody wants some downtime," Knowlen said. "Over-packed schedules really impact attendees and how they think and feel. Do they want to come back? Maybe not so much if their agenda is over-packed."
Plus one, please
Both Millennials and Gen Z are more likely than their older counterparts to struggle to make new connections at work events. However, being able to bring at least one team member makes 59 percent of attendees feel at ease. At registration, planners can offer conversation-starting stickers for badges as a way to break the ice and meet others with similar interests. Smaller settings also are preferred, as 83 percent reported increased anxiety over being asked to speak during a meeting.
"Work travel is about more than PowerPoints and meeting rooms; it's about bonding with your colleagues," said Bonnie Campagnuolo, global brand head for Embassy Suites by Hilton. "It's the stuff around the edges where collaboration really happens, where you really solve problems that don't come up in a scheduled meeting... you almost have to plan for the spontaneity."
At its 2024 Americas Leadership & Commercial Conference, Hilton planned a meet-up for new participants so they could make connections before the conference began and then head into the welcome reception together.
"When you walk into an event and you don't know anybody, it can be very intimidating," Dorsey said. "Having a place for first-timers to go to meet each other really adds a lot of value in ways that maybe some other generations don't see."
To download the full report, visit Hilton.com.
These are the findings of an Ipsos poll conducted on Sept. 30-Oct. 16, 2024, surveying a sample of 1,050 U.S. adults between ages 18-65. To qualify, respondents have to be planning to attend an in-person work event in the next 24 months. The sample contains a higher concentration of male, younger and college-educated adults.