Almost three-quarters (71%) of event attendees prefer in-person events to virtual ones, according to new research from Hilton. The survey also found that in-person meetings have benefits that can’t be replicated virtually — like meeting new people and the ability to read nonverbal cues. The study was conducted by KRC Research in August.
With the growing demand for in-person gatherings, Hilton recently announced the expansion of its events booking capabilities, enabling customers shopping for meeting packages for up to 35 attendees to book guest rooms and meeting or event spaces, with or without 10 to 25 guest rooms, directly on Events.Hilton.com without a separate contract or phone call. The new functionality will roll out via all Hilton websites globally by early next year.
Chris Silcock, chief commercial officer, said the enhanced booking capabilities “will help simplify the complexities and stress associated with meeting planning.” In addition, he said, the new digital-forward approach will enable Hilton to anticipate the needs of its small meeting customers “and offer a convenient, frictionless online shopping and booking experience so our team members can help planners with their more complex needs.”
In other findings from the research, half of all eventgoers (47%) are burnt out from virtual meetings — and this increases among younger generations, with Gen Z feeling it the most (59%). Almost a third of event planners (27%) are frustrated with the complicated and time-consuming booking process for event space, with 4 in 10 frustrated with finding a space that meets their requirements (39%) and 40% with juggling all the event details at once.
