In a market filled with choice, standing out is no longer about having the flashiest features. As Michael Dubicki (NCG) shared at our recent panel, “operators need to focus on differentiation instead of USPs.” True differentiation goes deeper than having a unique but arguably pointless amenity, it is about understanding your niche, delivering on tenant needs, and executing with precision. Ask yourself the question: How do you create a workplace experience that people are not just willing to travel to, but actually want to?
It’s tempting to chase the latest trend, whether that’s a rooftop running track, a podcast studio, or games room. But, as Dubicki noted, these features rarely provide lasting value or retainment unless they serve a real purpose for your occupiers. Not only does any feature have to be desired but it must be better than the other options. Peter McNamara (Union Investment Real Estate GmbH) explained: “If you want to put a cafe in, it has to be as good as the cool independent cafe next door otherwise people won’t use it”. The most successful flex spaces are not those with the most amenities, but those that know exactly who they’re for and what those customers need.
The crowded flex market rewards those who specialise and build a brand. Bex Moorhouse (Work Reconstructed), “What are the things people will always need. Build those as standard. Then be more innovative and take a punt with other extras.” Having recognisable branding and features give your business a personality.
The key is to avoid a one-size-fits all approach, location, local business culture, and occupier profiles all influence what will resonate in each space. Invest in understanding your market and do it better than anyone else.
Culture is fast becoming a defining feature of the best flexible workspaces. Tom Cazalet (Hines) put it simply: “The ability to curate culture will win through because of increasing return to work policies.” This means actively fostering a sense of belonging, supporting collaboration, and offering opportunities for professional growth within your space. People want to experience feeling part of something whether that’s through professional development, social events, or simply being welcomed by name at reception.
With hybrid and remote work being offered as standard in many companies, having a workspace that tenants want to come to is important. Moorhouse likened it to the instore shopping experience. Highstreets have been dying, particularly since the pandemic, but they have been resurrected recently through pop-ups and the offer of unique experiences. When people stopped going into physical stores, retailers gave them a reason to return and your office space should be the same, the goal is to offer a space that people are not just willing to travel to but want to travel to.
Standing out in the flex market takes more than clever marketing or flashy amenities. The winners will be those who focus on tenant-centric experiences, deep market understanding and authentic community building. Whether you’re a landlord or a flex operator, investing in these fundamentals will help your workspace thrive in 2025 and beyond.
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