How hotels are capitalising on co-working?

by | Aug 28, 2018 | Design

Co-working spaces are fast becoming a staple in hotels across the globe, designed to entice the public into the inner sanctuary of a hotel.

Many of the world’s hotels, both big brands and independent properties, are seeing co-working spaces as the key to getting new customers through the doors. We take a look inside this new trend, and how hotels are designing co-working into their buildings.

Co-working as market square

One of the main priorities of hotels operating in the current climate is to create spaces that cultivate community. In the age of remote working and the digital nomad, one of the easiest and most accessible ways to do this is by incorporating a co-working space into your hotel. Much has been made of Marriott’s attempt to bring the Sheraton brand into the 21st century, and one of the ways they are trying to do this is to focus on co-working as a means of getting young, millennial customers through the door to take advantage of their “productivity table” and “studio spaces”. Lionel Sussman, vice president of global design strategies for Marriott Hotels, Sheraton, and Delta, says, “The vision is that, by making our properties’ public spaces more versatile and stylish, we’re turning them into what town squares used to be.”

Come one, come all to hotel co-working

Many hotels are seeing co-working spaces as an opportunity to draw the public into their hotel. Previously, perhaps the hotel bar or a rooftop pool would have held allure for members of the public who were not staying in the hotel, but now a co-working space that also operates as a cafe, lounge or meeting area is being touted as the place to be. The Tone Lounge at LA’s Montrose West Hollywood is one such hotel, which encourages guest and locals to use the lounge’s high speed internet, rentable headphones and printing services to work with, then to stay after the work day has ended to avail of the evening events, such as wine and vinyl nights.

Co-working as member’s club

Some hotels, however, are taking a different approach, recognising that not all guests want the public to be able to use the spaces that they are paying for. This is perhaps particularly applicable to members of hotel loyalty programs, so to combat this, certain hotels are positioning access to co-working spaces as an extra perk for membership. Hotels in London and Dubai such as The Curtain and Tryp Dubai’s Nest allow guests to use their exclusive meeting and work areas, that are closed off from the public, making them all the more enticing for current members of these hotels.

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