Hotels Are Better Positioned Than Coworking Brands to Lead the Flexible Workspace Market
Insights
Why Hotels Are Better Positioned Than Coworking Brands to Redefine Flexible Workspaces
Tim Murphy
The post-pandemic landscape has left traditional office spaces underutilized, as workers rethink where, when, and how work happens. Business districts are struggling to adapt to the rise of remote and hybrid work. At first glance, these conditions seem ideal for the resurgence of coworking. So why hasn’t coworking 2.0 taken off? While some coworking companies—like past client NeueHouse or the Malin—excel at creating exceptional spaces, they remain the exception rather than the rule. For many remote and hybrid workers, the demand for flexible, thoughtfully designed work environments is still unmet. Winning them over requires more than a desk and Wi-Fi—it requires spaces with exceptional amenities and, most importantly, the often-overlooked art of hospitality. Hotels, with their built-in infrastructure and unmatched service expertise, are uniquely positioned to meet this demand. With a foundation of amenities and a deep understanding of guest needs, hotels can succeed where traditional coworking brands fall short. Here’s why your hotel has an edge—and how you can unlock this opportunity.
Hotels Have a Built-In Advantage Over Coworking Brands
Hotels are inherently designed to cater to diverse needs, making them uniquely suited to offer coworking solutions. Unlike coworking brands that rely on rigid subscription models, hotels already operate with revenue engines like rooms and food and beverage services. This flexibility allows hotels to seamlessly integrate coworking as a low-cost, high-impact revenue stream.
Additionally, hotels excel at creating warm, personalized experiences—something coworking spaces often lack. Your staff is trained to anticipate and deliver exceptional service, from tailored food and beverage offerings to curated entertainment programs. These skills translate naturally to serving a new audience of remote and hybrid workers.
Location is another significant advantage. Situated in prime urban areas, hotels provide vibrant, inspiring environments that outshine typical office settings. With the right strategy, your hotel can transform underutilized spaces into coworking hubs that attract locals while generating incremental revenue.
Transform Underutilized Spaces Into Revenue-Generating Coworking Hubs
Conference rooms, lounges, and even restaurants during off-peak hours can be reimagined as dynamic coworking spaces. Just as luxury resorts offer day passes to their amenities, hotels can introduce flexible workspace passes for both travelers and local professionals seeking a change from their home offices.
This approach not only maximizes the use of existing spaces but also enhances your brand’s visibility. A well-designed coworking space reinforces your reputation as a forward-thinking hotel that anticipates and delivers on guest needs.
Incorporating Coworking Without Compromising Your Brand
Adding coworking to your hotel’s offerings isn’t about reinventing your brand—it’s about building on what you already do best: understanding your guests and meeting their expectations. For urban or business-focused properties, coworking aligns naturally with existing values and enhances the guest experience.
That said, coworking may not suit every property. Leisure-focused resorts, for instance, are less likely to attract coworking guests, as their visitors prioritize relaxation over productivity. Understanding your property’s unique guest profile is essential to determining if coworking is the right fit.
Designing Workspaces That Remote Workers Will Love
Today’s business travelers and remote workers need more than functional workspaces—they crave environments that foster focus, creativity, and well-being. Thoughtful design is essential to meeting these needs while maintaining your brand’s identity.
Consider these key elements:
– Offer varied workspace options, including ergonomic desks, lounge seating, and private booths.
– Keep sound levels low to balance ambiance without disrupting focus or calls.
– Use adaptable lighting that supports different tasks and times of day.
– Introduce subtle scent profiles to promote focus and productivity.
– Provide healthy food and beverage options to support extended work sessions.
– Incorporate wellness programming, like yoga or fitness breaks, to complement sedentary work.
By aligning your workspace design with the needs of modern workers, you can create coworking environments that enhance productivity and creativity—while reinforcing your hotel’s reputation for excellence.
Lead the Future of Work by Innovating Today
Hotels are uniquely poised to redefine flexible workspaces, turning underutilized areas into thriving revenue streams while setting new standards for modern work environments. By staying attuned to guest expectations and embracing innovation, you can elevate your property’s value and position your brand as a leader in the evolving work landscape.
At Sideways, we help hotel brands unlock new opportunities and transform their spaces to meet the demands of today’s workforce. Let’s reimagine your spaces together—connect with us to get started.