When your team is traveling to New York City for a conference, the schedule probably looks something like this: hotel check-in, badge pickup, panels, expo floor, quick dinner, and—if there’s time—maybe a rooftop drink. Then rinse and repeat.
But here’s a better way to think about it: What if one of the most valuable parts of the trip wasn’t in the convention center?
As a recent WebinTravel report put it:
“The crux of the study’s findings points to something that the travel industry has been keeping an eye on in recent times – the rise of experiential activities and motivations over traditional ones.”
This shift—from transactional to transformational experiences—is no longer just for leisure travelers. Business travelers, especially those coming in for conferences, are increasingly seeking ways to connect more deeply with the places they visit. And when that place is NYC, the opportunity is too good to waste on another generic networking dinner.
Why Experiential Activities Matter for Business Travel
Let’s be honest: Most conference trips blur together. Hotel conference rooms look the same, trade show booths follow a formula, and post-event cocktails often lead to surface-level conversation. But when you give your team or clients an authentic, locally-rooted experience, suddenly the trip becomes unforgettable (and far more valuable).
1. Create Shared Stories, Not Just Shared Business Cards
Whether you’re hosting clients, team members, or partners, the goal isn’t just face time—it’s meaningful connection. Research has shown that shared experiences foster stronger bonds than traditional meetings or meals. One Stanford study found that people who engage in group experiences (even simple walks) build trust and connection faster (source).
In NYC, that might mean your team creates street art with a local graffiti artist in Brooklyn, tastes immigrant-made delicacies in Queens, or does a rooftop tasting at a craft brewery. It beats “drinks in the hotel bar” every time.
2. Stand Out From the Crowd (Literally)
At major NYC conferences like NRF, Climate Week, or Advertising Week, everyone is trying to book the same venues for dinners or receptions. The result? Overcrowded restaurants, overbooked private rooms, and rushed prix fixe menus. An experiential outing gives you something exclusive, and original.
Want to host a memorable offsite during the week of a major tech event? Try a guided street art walk and workshop followed by drinks at a neighborhood brewery. It’s logistically easy, locally grounded, and Instagram-worthy in all the right ways.
3. Today’s Teams Value Culture and Connection
With hybrid and remote work still the norm, many companies are using conferences as rare in-person touchpoints. But showing up to a panel together isn’t enough. Your team wants to connect. According to the American Express Global Business Travel 2024 Forecast, planners are prioritizing experiences that build camaraderie and reflect the destination’s culture (source).
Translation: people want to feel like they’re in New York—not just passing through tourist traps like the flashy lights of Times Square.
You’re Already Spending—So Make It Count
Let’s talk dollars. Companies are investing thousands to send teams to NYC for conferences—between airfare, hotel rates (which averaged $400+/night in 2024 – NYTimes), and registration fees, it adds up quickly. Adding a well-run, purpose-driven experience costs a fraction more—but it adds exponentially more ROI in morale, memory, and meaning.
Even if your team only has a two-hour window before dinner, a curated local experience can be the highlight of the trip. (And you won’t have to fight for a reservation.)
What These Experiences Can Look Like
Here’s what companies are doing instead of another steakhouse dinner:
Immigrant Food & Culture Tour in the Lower East Side: Learn the roots of NYC through dumplings, knishes, and history.
Brooklyn Graffiti Workshop & Street Art Walk: Your group paints a mural with a local artist after learning the stories behind the walls.
Hidden Breweries & Distilleries in Industry City: Sip craft beers and cocktails while learning how these businesses support local communities.
Wellness Walks & Mindful Exploration: Perfect for corporate teams needing a breather between conference panels.
Each activity offers space for connection, reflection, and inspiration—plus, you’ll get your team out of the conference bubble and into the city’s real character.
Skip the Generic, Go for Genuine
NYC is not short on excitement. But when your team is in town for a packed conference schedule, the moments that matter most happen outside the exhibit hall. Instead of defaulting to dinner at the hotel restaurant, give your group something more.
Because the shift is already here: business travel is becoming experiential. Companies that embrace this not only stand out—they build culture, loyalty, and connection in a way that no name badge ever could.
