Remote Work: Strategies in New Hotel Design
Edita Goubert
B2B Business Development Specialist | 12+ Years in Sales, Marketing & CX | Real Estate & PropTech Enthusiast | Mentor & Speaker | Ex-Mindspace
The office workspace environment has undergone a rapid evolution since the 1960s when cubicles were lit by fluorescent light and employees thought nothing of smoking casual cigarettes or enjoying a good stiff drink on the job.
The 1980s saw glass-and-concrete office buildings rise above city sidewalks, as large computer devices became staples of office environments.?
Then the 2000s dawned, and with them the so-called "new work" co-working model that introduced work-spaces with open-plan designs and office facilities shared among peers.
Among essential aspects of the co-working model are creative thinking and cross-department collaboration. The co-working idea took hold instantly and quickly became successful due to its implicit connection to our basic need for belonging. It is gratifying to feel the camaraderie of a community of like-minded colleagues, and that sense of belonging defines the co-working ideology.?
The Rise of Remote Work
Only ten years later, in 2010, remote work became gradually possible. It was the time when the lines between the classic 9-to-5 job and the corporate office blurred. The technology sector helped pioneer this trend. After the economic crisis of 2008, a boom of startup businesses contributed to an inherently more agile, flexible, and constantly rewritten corporate structure. A wave of digital nomads, serial entrepreneurs, founders of startups, and freelancers packed their lives into suitcases and left for an "office from anywhere."?
But the transition was not always smooth. As remote workers traveled the world and nurtured their work-life balance, the recurring obstacle to productivity was the lack of a high-quality work environment. The pandemic exacerbated the existing challenges as more workers were forced to work remotely, commuting became impossible or highly unpopular, and the need for home office space exploded. Once travel became possible again, hotels encountered the new phenomenon of the "bleisure" traveler: That is, a hybrid traveler who combines "business" and "leisure" travel while staying at a hotel. Already a budding trend before the pandemic, bleisure travelers now claim an increasing segment of the leisure market.
Bleisure Travelers
The majority of bleisure travelers stay at the same property for the duration of their trip (82%), rather than changing accommodations for the purposes of business and leisure. It is assumed that the primary advantages are heightened morale and reduced stress. For the travel industry, the rise of bleisure tourism translates into visitors who are willing to stay longer and spend more in the process.?
Bleisure travelers can be subdivided into two main categories: corporate, group, or conference participants who tack a few days of vacation onto their business trips; and business travelers who bring friends or family along. According to a study by SAP Concur, travelers of all ages engage in bleisure travel, though millennials are more likely than Gen Xers or Baby Boomers to combine work trips with leisure trips.?
Concentration and Comfort
Among the top challenges this new type of traveler faced were unreliable Internet connections and a lack of workspace that encouraged efficiency and productivity. A lobby-cum-workspace was no match for a quiet office where video calls could be conducted and workers could concentrate solely on work.?
Catering to this new bleisure traveler has been the subject of many studies, including a white paper from Crowne Plaza Hotels & Resorts on "The Future of Blended Travel," which examines the changes in how, when, and why we travel. Most remarkably, a preferred approach to remote work is characterized by "punctuated collaboration" focused on creating the ideal environment for both collaborative and focused work. This new mindset requires adjustments and considerations for any hotel operator, including addressing the needs of the remote workforce to be able to work effectively and thrive while enjoying a new destination.?
The core requirements are space, comfort, and a quiet environment. Schemes include converting night-time economy venues into work-friendly daytime spaces. Work pods can be created and installed as well, space permitting. Either way, the underlying motivation is to fuel collaboration and productivity and inspire the body and mind.?
The Size of The Market
The size of the remote workforce is about 600 million worldwide. Forbes estimates that 74% of professionals expect remote work to become standard. In 2020, 96% of surveyed employees didn't want to return to the office full time, and 20% of the workforce believed they could work remotely as effectively as they could from an office three to five days a week. (McKinsey)?
Remote work statistics for 2022 include an impressive 16% of companies worldwide that are 100% remote. Unsurprisingly, a better work-life balance is the main reason people choose to work somewhere other than the office. The average annual income of remote workers is $4,000 higher than that of other workers; 85% of managers believe that having teams with remote workers will become the new norm; and 74% of workers say that having the option to work remotely would make them less likely to leave a company. (Findstack.com)?
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Optimized User Experience
Hotels should anticipate the needs of the modern workforce and rethink the entire customer journey. Where does it begin? How does it end? Does it end at all? What are the touchpoints between the user and the hotel? How does the customer feel? What are her satisfaction and frustration points? How can hotel executives use the behavior trends and frustrations of the remote worker as business opportunities? Understanding the complete user journey will help deliver products and services that are genuinely desirable to customers and lead to higher user conversion and satisfaction rates.?
Customer experience evaluation techniques could include conducting and learning through conversations with customers onsite. Questions may be as simple as: What did you like about your hotel experience? What did you not like? Have you used our workspace area? How could we improve? Would you recommend us to a friend or colleague?" The first question is critical, as it would enable hoteliers to instantly gauge their customer's net promoter score (NPS).?
The widely used market research metric is based on a single survey asking respondents to rate the likelihood that they would recommend a company or service to a friend or colleague. NPS divides respondents into "promoters" who provide ratings of 9 or 10; "passives" with ratings of 7 or 8; and "detractors" with ratings of 6 or lower. Tracking customer experience by choosing the right metric for your business will help determine if your company operates according to your user trends and not just the market trends.?
Private Offices on Property
Using underutilized space around or on a hotel property is the approach of REMO, a US-based provider of premium office spaces conceived for individuals and teams to enjoy the ultimate remote work life. With their modular design, REMO's work cabins can be quickly installed as well as relocated to reinvigorate distinct areas of hotel grounds and provide additional hotel services to guests.?
Being prefabricated, the entire module can be relocated in just one day and is lifted and moved in one complete piece. A REMO location needs only electricity, Internet, and a suitable foundation or footing on which to place the module. An app allows users to control their workspace fully.?
Conceived for individuals and teams to work efficiently, REMO's office modules are located adjacent to the world's finest hotels. Immersed in their environment, the work-spaces are private, ergonomic, oxygenated, equipped with state-of-the-art monitors and video technology, and acoustically soundproof. The work cabins immerse remote workers in their own environment, eliminating commutes and boosting efficiency through the offerings of REMO's respective hotel partners. It's an office with room service.
Where to Start?
For hoteliers who are just beginning to assess their options to address and cater to the growing bleisure traveler market, here are some ideas. An internal due diligence paired with strategic marketing questions will help prepare and perfect their offerings for remote workers, freelancers, serial entrepreneurs, and long-term guests. Below are some questions and considerations to help kickstart an evaluation and direct optimizing space and service for the modern workforce.?
Honest Evaluation?
At a minimum, the workspace should have video call capabilities, privacy, natural light, and high-speed Internet. Is your current business center set up to serve modern remote workers? How long ago did you implement the set-up, and is it still current? How many users does your work set up accommodate in a day??
Room for Improvement??
Does your property have underutilized spaces that you are interested in revitalizing? What's the zoning for these spaces? Can you turn your existing or new service into a new revenue stream??
Marketing Collaborations to Open New Markets?
Consider new marketing strategies and channels. Would your marketing plan benefit from emphasizing long-stay guests, remote workers, and bleisure travelers? Leverage your website, newsletter, and social media channels to address these markets directly and showcase your services. Pair the new offering with existing services and amenities of your property. Rethink your strategy to incorporate the needs of remote workers.?
Remote work is here to stay. The questions and advice above can help hospitality professionals determine how best to capture their share of remote worker business. The old business center wasn't able to meet the needs of an ever-evolving business and leisure traveler; as the two have become one, the amenities designed to serve them need to be adapted accordingly. The solutions revolve around privacy, space, and service. Those properties that evaluate their optimal use of space, resources, and technology can swiftly tap into a booming market trend.
With their modular design, REMO's work cabins can be quickly installed as well as relocated to reinvigorate distinct areas of hotel grounds and provide additional hotel services to guests.
This article was originally published at Hotel Executive .