Is the conversation shifting away from square footage and amenities and towards the quality of experience? With leases becoming more flexible it is important that both landlords and operators look for ways to attract and retain talent, hospitality, community, and workspace culture have become central to what makes a building truly stand out.
A growing number of landlords are catching on to the hospitality mindset: treating tenants more like valued guests than just leaseholders. Michael Dubicki (NCG) summed it up well: “Looking at it as hospitality, not just as real estate, changes everything.” This shift is about more than adding a coffee machine or a state-of-the-art gym. It is about creating a welcoming atmosphere from the moment someone steps into the building.
Tom Cazalet (Hines UK) compared the difference between a steel reception with security guards greeting you and the warm and welcoming hotel lobbies we are seeing become popular now. He explained that The Hoxton does it well, and the proof is there: the lobby is packed all the time. “It’s an exciting place to be, which is what landlords want.” First impressions matter, and a well-designed, friendly reception can set the tone for the entire tenant experience.
Service is another area where hospitality and real estate intersect. Peter McNamara (Union Investment Real Estate GmbH) pointed out, “Service can’t be given just by an iPad – you need to feel like a customer.” Technology will support operations, but it is the human touch that makes people feel valued. Bex Moorhouse (Work Reconstructed) took it one step further than welcoming you like a customer and spoke about the value of a receptionist that knows you and your company and treats you as though they work there with you.
On the contrary to what we’ve heard about flex, there can be challenges to creating a culture. What with the huge variety of business and higher churn rates than traditional office spaces, it can be a challenge to create an environment where different types of occupiers feel included and engaged. Every building has its own atmosphere, shaped by the people and the service. The best operators pay attention to the details, from the way staff greet tenants to the opportunities for collaboration and learning.
Flex space isn’t just another leasing option. When approached through a hospitality lens, it becomes a value-added layer that can elevate the entire building. For landlords, this means more than just filling space, it’s about creating an environment where tenants want to stay and grow.
Traditional offices still matter, but flex can bring energy, variety, and new connections to a building.
The future of work is about people first. Hospitality, genuine service, and a carefully curated culture are what set great buildings apart. Whether you’re a landlord or an occupier, investing in these human elements are proven to pay dividends in loyalty, satisfaction, and long-term success.
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