Why In-Person Events Matter Again. Human connection in a digital era

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As artificial intelligence and digital platforms continue to reshape how people work, in-person meetings are gaining renewed relevance in 2026. According to Hilton’s Why We Gather research, the true value of events now lies less in technology and more in authentic human interaction. Physical gatherings are increasingly seen as a way to reset, reconnect, and experience something that virtual environments cannot replicate.

Authenticity reshapes professional gatherings

One of the strongest signals from the research is the desire for authenticity. A large majority of attendees say they appreciate being able to bring their full selves to work events. This reflects a broader cultural shift toward emotional openness, genuine engagement, and human-centric professional environments.

Connection overtakes content as a driver

For many attendees, the primary motivation for attending events in 2026 will be meeting new people and strengthening team relationships. Events are evolving into platforms for collaboration, networking, and career momentum rather than purely information-driven experiences. This shift is redefining how success is measured in the meetings industry.

AI supports the experience quietly

While AI plays an increasingly important role behind the scenes, its purpose is to enhance rather than dominate the attendee experience. Digital tools streamline logistics and free participants to focus on meaningful interactions. Many attendees recognize that AI helps them make better use of their time without detracting from the human element.

Local culture becomes part of the value

Experiencing local culture is now seen as a major benefit of attending work-related events. Location, atmosphere, and cultural context contribute directly to how events are perceived and remembered. This elevates destinations and venues into active components of the overall experience.

Wellbeing moves to the center stage

The research highlights wellbeing as a core expectation. Without sufficient downtime, engagement drops significantly. Attendees increasingly expect events to balance productivity with rest, personal space, and opportunities to recharge, making wellbeing a structural requirement rather than an optional extra.

As noted by International Investment experts, Hilton’s findings signal a structural evolution in the meetings and events economy. In-person gatherings are becoming strategic assets for building trust, culture, and long-term value. This shift strengthens the investment case for high-quality MICE venues, resort hotels, and experience-driven destinations that prioritize authenticity, wellbeing, and local identity.