The Experience Equation: How Hospitality is Redefining the Workplace Experience

In a hybrid working world, the office is no longer just a place to work. It's a destination that must compete with the comforts of home, and the winners are those who master the art of hospitality.

We've explored ‘The Flex Revolution' and ‘Enter the Brandlord,' but these shifts are symptoms of a deeper change in the very purpose of the office.

To win, landlords must shift their focus from 'space' to 'experience'.

Beyond the Balance Sheet: Creating the ‘Buzz’

This new focus on experience presents a challenge to the traditional landlord mindset. As Jordan Saleh of CBRE explained, many landlords think in "black and white," focusing only on quantifiable numbers like "valuations, rents and voids". They struggle with concepts like culture and atmosphere because they are "hard to quantify" on a spreadsheet.

Jordan Saleh - Head of Flex Advisory, CBRE

However, the progressive landlords who are outperforming in the current market are those who see the significant value in these intangible assets. They understand that a building's "buzz" and the sense of community within it are powerful drivers of tenant attraction and retention, even if they don't appear on a balance sheet.

The Hospitality Touch: From Front Desk to Fit-Out

So, what does this hospitality-driven approach look like? According to CBRE’s Ciara Dougray, it can start with a "friendly face and warm welcome" at the reception, which creates a strong atmosphere and makes people excited to go to work.

Ciara Dougray - Graduate Surveyor, CBRE

It then extends deep into the design of the space itself.

This includes a growing focus on inclusive and sensory design, such as adding braille signs and soft-touch materials to make an office more comfortable for everyone.

It also means providing dedicated wellness amenities that support employee well-being, such as prayer rooms, gender-neutral toilets, and gyms.

Finally, it involves offering "creature comforts" and unique facilities that directly compete with home, such as professionally equipped podcast studios or even places to nap.

The Future Office: A Multi-Use Destination workplace experience

The evolution doesn't stop there.

The core message for landlords is that to entice people into the office, the space must support "collaboration, culture and well-being" to enhance the workplace experience.

Koba, 100 Barbirolli, Manchester

Looking ahead over the next five years, Ciara predicts a move towards truly "multi-use buildings" that integrate everything from doctors and dentists to nurseries.

This provides people with multiple compelling reasons to visit the building, transforming it from a simple office into a holistic destination.

Ultimately, in the new world of work, the value of a building is no longer measured solely by its location or square footage, but by the quality of the human experience it provides.

A Call to Action for Landlords

The message for landlords and investors is clear: the market has changed permanently.

To succeed, you must think less like a property manager and more like a hospitality operator. The key is to listen to what occupiers and their employees are saying and then deliver on it.

Stop asking, "How can I fill this space?" and start asking, "How can I create an experience that people will choose over their own home?". This requires a deep understanding of your target occupants and a willingness to invest in the amenities and services that foster a genuine sense of community and well-being.

For those unsure where to start, the first step is to partner with experts, including designers, operators, and advisors, who know how to transform a simple office into a thriving, in-demand destination.