2025: The Year of the Meetings Maximizer

Hilton’s “Next Generation of Meetings & Events,” explores how a generational shift is impacting events. Alongside the rise of the Meetings Maximizer is the emergence of “frolleagues,” colleagues who become friends and extend trips together. This trend underscores the younger workforce’s focus on building authentic connections during and after events.

“The 2025 planner and their attendees are maximizers, seeking to make the most of in-person connection, their network, and time together,” said Kelly Knowlen, Hilton’s VP of sales engagement and special events. “We have created a playbook for planners to help create welcoming events.”

Addressing Challenges for a New Workforce

Jason Dorsey, president of the Center for Generational Kinetics who helped Hilton with the research, notes that many Gen Z professionals entered the workforce later than other generations, leaving them unfamiliar with conference norms. Only 44% of professionals with five or fewer years of experience feel comfortable at events.

“Gen Zers want the lay of the land,” Dorsey said. “A pre-conference briefing helps set expectations and ease anxiety.”

 Hilton’s report outlines strategies to engage younger attendees:

• Pre-event communication: Sharing agendas, resources, and hosting briefings to demystify the event experience.
• First-timer meetups: Designated meet-and-greets help build confidence and connections.
• Include downtime in the agenda: Nearly 78% of attendees value breaks during events. By building intentional pauses into event schedules and offering smaller breakout groups, planners can ease the anxiety many younger professionals feel. For example, 83% of Millennials and Gen Zers report discomfort with being called on in large sessions, but smaller, more intimate “pod squads” help them feel more at ease. Downtime will also give Meetings Maximizers time to explore.
• Attire assistance: Approximately 79% of Gen Z attendees express uncertainty about what to wear. Hilton recommends sharing visual guidelines ahead of events to eliminate guesswork. 

The report is based on an Ipsos poll conducted between September 30 and October 16, 2024, in which 1,050 U.S. adults ages 18 to 65 were interviewed.