Insights from the 2024 Global Workspace Association’s Flex Forward Conference
Preferred Office Network was proud to be a sponsor of the 2024 Global Workspace Association (GWA) Flex Forward Conference, held in sunny Phoenix this year. Each year, industry leaders, innovators, and enthusiasts from across North America gather to learn, share ideas and network with other flexible workspace industry colleagues. The conference, which took place from September 10-13th, was a whirlwind of insightful sessions that focused on everything from hospitality to AI.
The conference kicked off with an inspiring keynote by Josh Bartelstein, CEO of the Phoenix Suns and Phoenix Mercury. Josh recounted his entry into the sports industry and the importance of staying humble as you progress in your career. The primary core values Josh and his team members (intentionally not referred to as employees) focus on are hospitality, experience, and culture. They infuse these values in everything they do to create a company culture that can then deliver the ultimate fan experience. Flexible workspace operators can lean into these values as well to ensure the people coming in and out of their space feel welcome, cared for, and have a positive experience.
Preferred Office Network’s Head of Global Partnerships, Caroline Hecht, sat on a panel alongside industry leaders and lead by Hector Kolonas, founder of Syncaroo and This Week in Coworking to share datasets that speak to how third party platforms can help drive revenue to flexible workspace operators. It’s evident these third parties are making an impact, but it’s important for operators to have a plan to manage the partnership in order to maximize its benefits.
After two and half days of information-packed sessions, we’re sharing our key takeaways from this year’s conference.
Key Themes and Highlights
1. Enterprise company usage of flexible workspaces continues to grow. As Mark Gilbreath, CEO of LiquidSpace, delivered his State of the Industry, it was noted that of the 62% growth in on-demand bookings, 175% of that growth came from enterprise companies. Anant Yardi, CEO and founder of Yardi, echoed this finding and agrees with predictions that commercial buildings will continue to add flexible workspaces to meet enterprise demand. His vision is we will soon live in a world where there will be “space anywhere and flex everywhere”.
2. AI’s growing role in sales, marketing, and operations. Attendees were able to hear from operators who are incorporating AI platforms, such as Uniti, into their sales and marketing strategies to not only speed up the initial inquiry phase of the sales cycle, but also how to use it in their day-to-day operations to aid in short-staffing scenarios. Operators were able to share how AI directly contributed to revenue growth and what this might mean for the future of hospitality and service.
3. Hospitality and customer experience are still leading the charge. When the most desirable amenity in a flexible workspace is friendly staff, it’s evident what people are craving. They want to work in an environment they can connect with. Sessions around staffing for success and creating functional spaces that enhance productivity were well-attended as flex operators strive to attract new and larger clients to their spaces by offering on-site wellness amenities, furnishings that foster collaboration, and ensuring their staff is well-positioned and trained in the company’s value system and culture.
4. Banking on coworking, the future of work. Several sessions delved into future trends and predictions for the flexible workspace industry. Topics included the growing importance of data-driven decisions in workspace management, the idea of fractional offices, and the evolving expectations of the modern workforce. Landlords should look to include flexible workspaces in their portfolio of offerings as demand dictates and we reimagine how traditional space is used. As we move forward, the emphasis will likely continue to be on creating adaptable, technology-driven, and human-centric work environments.
The 2024 GWA Flex Forward Conference not only highlighted the current state of the flexible workspace industry but also painted a vibrant picture of its future. The insights gained and connections made at the event are set to drive innovation and shape the future of work in the coming years.