Meetings move from destinations to purpose

Hilton’s 2026 Trends Report positions “whycations” as a strategic reset for group business

Hilton’s 2026 Trends Report highlights a decisive shift in meetings and events toward what it calls “whycations,” where purpose, intention, and meaning matter more than the destination itself. Based on global attendee research, the report shows that people are choosing in-person gatherings primarily to connect, collaborate, and feel aligned with a clear reason for coming together. This evolution reflects broader changes in how professionals value time, travel, and human interaction in a digitally saturated world. For hotels, the findings signal a need to reposition group business around experience design, emotional value, and thoughtful service rather than space alone.

Key takeaways

• Whycations over locations: Meetings and events are increasingly defined by purpose and intent, not just where they take place, changing how hotels must frame their group offerings.
• Human connection as the core driver: Face-to-face interaction, relationship building, and shared experiences are now the primary motivations for attending in-person events.
• Technology stays in the background: Digital tools and AI are expected to support personalization and efficiency without distracting from the human experience.
• Local authenticity matters: Attendees value meaningful engagement with local culture, food, and surroundings as part of a more intentional gathering.
• Wellbeing and balance expectations: Thoughtful pacing, downtime, and space to recharge are seen as essential to productive and engaging events.
• Strategic implications for hotels: Group business success will depend on designing purposeful experiences and communicating clear “reasons to gather,” not just selling meeting rooms.

Source: Hilton

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