In this video:
- As Gen Z grows into the majority of the workforce, planners must design experiences rooted in authenticity, flexibility, and cultural discovery to meet this generation’s evolving expectations.
- Unique experiences can be found in revitalized cities or reimagined venues. By spotlighting local culture, planners create a stronger sense of place that resonates with attendees long after events end.
- Memorable moments don’t have to be expensive. Thoughtful programming and partnerships with local communities can deliver lasting impact, driving higher satisfaction and deeper connections for attendees.
In light of these shifts, event design is moving beyond standard formats toward immersive and unexpected experiences that elevate the attendee journey. Attendees want more than efficiency — they crave connection, cultural immersion, and memorable touchpoints that build a sense of belonging. For planners, this requires balancing budgets and logistics with creativity, ensuring gatherings deliver both value and emotional resonance.
In this video from Skift Meetings Forum 2025, Alice Harrington-Caravello, managing vice president, sales and distribution at Marriott International, joins Kate Anderson, SkiftX’s creative content strategist, to discuss how hidden gems and unexpected moments can transform events.
By emphasizing local culture, community, and creativity, Harrington-Caravello highlighted how planners can design experiences that go beyond the ballroom, strengthen emotional connection, and create memories that extend far beyond the event itself.
This content was created collaboratively by Marriott International and Skift’s branded content studio, SkiftX.