Trend to 'Hotelize' Offices Gains Traction in the Pandemic
By Jones Lang LaSalle (JLL)
Tuesday, 6th July 2021

Offering more amenities is a competitive differentiator for companies and corporate building owners.

At first glance, it may seem strange to think of an office building that looks like a hotel, as the two spaces have very different uses when it comes to work and leisure. The point where they come closer is the “conciergerie”, that is, the offer of a wide range of services that provide the best possible experience for its users.

“There has never been so much talk about customer experience. This is a trend that we have been observing for two or three years, especially in the retail and hospital markets , and that is now reaching corporate buildings in the form of offering more attractiveness and services”, says Luciana Arouca, New Project Business Manager and JLL Works.

Alongside this trend, technology appears as a relevant factor, providing users with amenities such as booking a workstation or meeting room via smartphone, scheduling manicures and pedicures through an app, or using a digital wallet to pay for all services offered in the building, such as food or bicycle loan. To bring even more comfort, there are already condos in São Paulo with facilities that range from borrowing an umbrella on rainy days to taking laboratory tests on the ground floor without missing lunch.

Luciana ponders that, if until now this trend had been developing in parallel with the market, now it gains traction after COVID-19 and could be a motivating factor for the return to the offices . “The pandemic showed that a lot of people do not need to go to the company to do their job. If we don't think of the office with that hotel face, of generating an interesting experience, no employee will feel encouraged to return, especially when there is a risk of contamination, for example, for those who frequently use public transport", he analyzes.

For corporate building owners, “hotelization” can also be an important competitive differentiator . “Before the pandemic, the owners were in a calmer situation, because there was not so much vacancy in São Paulo. COVID-19 changed the equation: as an immediate response to the new scenario, some companies opted for the lease review and others for the return of spaces”, says Luciana. "One of the triggers to increase the attractiveness of a building is to offer more facilities so that the tenant can make a decision that goes beyond merely the financial aspect."

Attracting and retaining talents

“Working remotely can have many advantages, but what makes the employee not lose the umbilical cord with the company is being inserted in that culture and having this experience in the collective work environment. The office needs to remodel itself to create an experience that makes people want to go to the company.” - Luciana Arouca, New Project and Construction Business Manager, JLL

Thinking long term (and taking the pandemic out of the equation), investing in more services and amenities in corporate buildings can prove to be an important tool for companies in attracting and retaining employees.

“The concern with health is not the only factor that motivates investment in offering more facilities. On the companies' side, improving the experience of employees builds loyalty and engages , promoting an environment conducive to creativity and consequent business growth”, points out Luciana.

“Losing talent is one of the biggest costs for a company, as the replacement curve is long. To keep them and attract them, from now on, it will not be enough to offer a beautiful or modern office. It will be essential to create environments that encourage conviviality, collaboration and the exercise of an organizational culture as a guide for retention to happen naturally”, says Luciana.

The benefits go further. “The pandemic made clear the importance of teamwork, with multidisciplinary and diverse teams. People understood the importance of exchanging ideas and relationships at work. This reinforces the feeling of belonging and strengthens the organizational culture ”, concludes the JLL professional.

This and other trends are some of the topics we address here, in Trends & Insights , and in our newsletter . So as not to miss the news, sign up to receive the latest news in your email and discover how technology can prepare your business for the demands of today – and tomorrow.

Author: Jüssi Agency

JLL is a leading professional services firm that specializes in real estate and investment management. JLL shapes the future of real estate for a better world by using the most advanced technology to create rewarding opportunities, amazing spaces and sustainable real estate solutions for our clients, our people and our communities. JLL is a Fortune 500 company with annual revenue of $18.0 billion, operations in over 80 countries and a global workforce of more than 94,000 as of March 31, 2020. JLL is the brand name, and a registered trademark, of Jones Lang LaSalle Incorporated. For further information, visit jll.com.

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