Workplace hospitality: Come to your senses.
Under-utilised space costs money.
Making better use of such spaces often involves rethinking the sensory experience and ensuring every detail contributes to a cohesive, inviting atmosphere. An independent holistic approach can revise perceptions, increase attendance, visitor numbers, dwell times and reduce void periods.
As a former restaurant owner and operator, the primary goal and commercial imperative used to be filling seats with diners and drinkers. Today, I apply the same principles to transforming under-occupied spaces in other sectors into thriving, productive environments; consideration of company cultural and brand values, market positioning and perception, guest and tenant experience, digital experience, sounds, smells – in fact every touchpoint frankly.
The sudden upheaval caused by COVID-19 forced me to reconsider how my hospitality experience could translate to other areas. I discovered that my personal passion and hospitality catnip lies in creating enjoyable, memorable environments, regardless of the sector. I flourish when making people feel welcomed and valued, which is a key driver of satisfaction and motivation in any setting.
In the restaurant industry, I was always curious about what kept me and others coming back to a particular spot. The motivation wasn’t derived solely from the food or drink, but also from the personal touch—being recognised, valued and made to feel at home. This same principle applies to the workplace: recognition and a sense of belonging are crucial for employee motivation and productivity.
Post-Brexit and post-COVID, the hospitality workforce has been significantly reduced and re-skilled, adding to the challenges faced by employers in that sector. Similarly, the economic downturn impacted those managing other workplaces, prompting a re-evaluation of how to balance remote work (WFH) with office presence (WFO). Employers are scrambling to boost productivity and employee satisfaction in this new landscape where the balance of power has shifted. Today’s work environment must cater for evolving expectations. The workforce evolution from Boomers and Gen-X, who often felt grateful to have a job, to Millennials and Gen-Z, who expect more from their employment, has intensified the need for a compelling workplace experience. Recent thinking held hope that the fear of layoffs in uncertain economic times would entice employees back to the office to impress, but additional incentives are needed.
Many workers have embraced the convenience of home offices, leaving traditional workspaces underused. While remote work platforms and tools have made home working feasible, in-person interactions still play a vital role in inspiration, learning and idea exchange. The question arises: could a more hospitable workplace play a role in bridging the gap?
Put another way, how might we turn our workers into our ‘regulars’?
Consider the workspace as a 'home away from home.' The secret to a competitive edge lies in creating an environment where the whole is greater than the sum of its parts, as with any great food recipe. Just as in hospitality, where a positive guest experience is multi-sensory and memorable, a workplace must also evoke positive emotions and a sense of belonging in employees. Feeling ‘at home’. We can all remember how we were made to feel, above all else.
In the hospitality world, much energy is directed to evaluating the guest journey and it involves both internal and external company perspectives. Similarly, workplace experience design should focus on both employees and visitors. We believe that keeping employees engaged and motivated is as crucial as attracting and retaining customers. To add to that analysis, that physical journey is now often bookended by a digital beginning and an ending where the touchpoints are less tactile.
To draw workers back to physical offices and attract new hires, we must aspire to elevate the workplace experience to ‘excellent’, as a minimum. Creating a positive environment involves thoughtful design and attention to detail, from location and amenities to company culture, values and leadership. Sustainability and broader ESG factors are also increasingly important, and all that on top of the more obvious warmth of the daily human interactions. Seldom is there any glue combining all of these elements in locations to ensure their sum exceeds the parts, most advantageously we find at commencement of any project – in other words someone to take a holistic view, who then ensures the magic dust gets sprinkled and the available premium realised.
Success often lies in the details: the sensory experiences — audio, smells, lighting, visuals and the warmth of a personal welcome—can make a significant difference. Operationally, our integrated approach that considers all these elements can turn a space into a dynamic, attractive environment.
Apply Within has first-hand profitable examples of helping to reduce the length of void periods and delivering exceeded rent expectations by adopting this approach.
My experience has shown me that an alluring place of work, or play is one that radiates energy and inspiration, engendering a sense of belonging and well-being for the user. Relatable, attractive, magnetic places create an air of inspiration and the potential of improved productivity. Even an unoccupied space can exude anticipation and possibility.
Your place might look good, but how does it feel?