Are Hotel Brands Keeping Up with Co-Working Demand?

Introduction: Hotels in the Age of Co-Working 

The traditional idea of hotels serving only overnight guests is quickly evolving. With the explosion of remote work, hybrid schedules, and location-independent careers, hotels are being pushed to reconsider their roles—not just as places to sleep, but as hubs for productivity. The demand for co-working space isn't limited to startups or freelancers anymore. Corporate professionals, digital nomads, and even business travelers are all seeking flexible and productive environments on the go.

According to a 2024 report by JLL, global demand for flexible workspace is projected to increase by over 30% by 2026. Simultaneously, CBRE's hotel trend report indicates that 45% of business travelers would prefer to stay in hotels that offer co-working-friendly amenities. These statistics alone should be a wake-up call for traditional hotel chains.

But is the hospitality industry truly prepared to meet this shift? Are hotel brands investing in the infrastructure, services, and environments that modern workers require? Are they innovating fast enough to compete with the likes of WeWork, Spaces, and other co-working giants?

This blog explores the factual landscape of how hotel brands are responding to the growing co-working demand. It dives into real-world case studies, market responses, brand pivots, and technological integrations that define this new era of hospitality.

Let’s examine whether hotels are rising to the challenge—or if they risk being left behind in the flexible workspace revolution.

1. The Rise of Remote Work and Its Impact on Hospitality 

Remote work isn’t a trend; it’s a global shift. Following the COVID-19 pandemic, work-from-home and hybrid models became the norm across industries. As of mid-2025, 56% of global professionals work remotely at least part-time, according to a Statista survey. This cultural transformation has spilled over into travel behavior, giving rise to what industry insiders call "bleisure" (business + leisure) travel and the “work from anywhere” lifestyle.

This seismic shift in workforce patterns is directly influencing what travelers expect from hotels. Today’s guests no longer just want a clean bed and fast Wi-Fi—they want ergonomic chairs, private meeting booths, communal workspaces, and quiet zones. In fact, Booking.com’s 2025 Business Travel Report found that 62% of remote workers would pay a premium for hotels offering fully equipped co-working spaces.

Hotels, once solely destinations for rest, are now being evaluated on how well they support productivity.

This demand is prompting many brands to redesign their public areas and rethink their business centers. While legacy “business centers” with printers and basic desktop access were enough a decade ago, today’s professionals seek collaborative, inspiring spaces akin to top-tier co-working facilities.

Even major hotel booking platforms now include filters for "co-working spaces" and "work-friendly rooms." Expedia added a “remote work-ready” badge in late 2023 after recognizing the growing market of digital-first travelers.

Moreover, cities that attract digital nomads—Lisbon, Bali, Tulum, Bangkok—are witnessing a surge in hotel-coworking hybrids. According to AirDNA, properties in these markets with coworking features see 18–24% higher occupancy rates.

It’s no longer just about where you sleep; it’s about where you get things done.

Hospitality brands that ignore this reality risk losing relevance among a lucrative market segment that values both connectivity and comfort. The success of future-ready hotels will be defined by how deeply they embrace the remote-first mindset.

2. How Major Hotel Brands Are Responding

So how are the world’s biggest hotel brands responding to this coworking revolution? The results are mixed but increasingly promising.

Accor Group, the parent company of brands like Novotel and Mercure, was among the first to make a major move. In 2020, they launched Wojo, a coworking subsidiary. By 2024, over 100 Accor properties in Europe and Asia had Wojo-branded coworking spaces. These include everything from casual drop-in lounges to private offices and meeting rooms. According to Accor, hotels with Wojo spaces report 20% higher mid-week occupancy and longer guest stays.

Marriott International, meanwhile, introduced the “Work Anywhere” initiative, allowing guests to book rooms during the day as temporary offices. In urban centers like New York, London, and Singapore, Marriott transformed parts of hotel lobbies into collaborative spaces with fast Wi-Fi, coffee stations, and desk rentals. Their 2023 earnings call revealed that the “Work from Hotel” pilot generated $48 million in ancillary revenue across just 80 properties.

Hyatt Hotels also jumped in with its “Work from Hyatt” package, offering extended stay options and day passes for guests needing workspace flexibility. These include discounted food delivery, dedicated work zones, and access to wellness amenities. Data from Hyatt’s annual report showed a 16% rise in bookings linked directly to work-oriented stays in 2023.

CitizenM, known for its tech-forward boutique hotels, took a slightly different approach by integrating coworking directly into its business model. Every CitizenM location now features open-plan lounges with power hubs, adjustable lighting, and quiet rooms—all designed with remote workers in mind. This model has been especially effective in drawing in local professionals as day users, not just overnight guests.

Other examples include Selina Hotels, which began as a digital nomad-friendly chain, and now includes co-working spaces by default in most of its locations across Latin America, Europe, and Asia.

These responses aren’t just cosmetic changes. They represent a redefinition of what a hotel can offer—a flexible, hybrid environment for living, working, and connecting.

3. What Guests Want: A Data-Backed Breakdown

To truly assess whether hotels are meeting expectations, it’s important to understand what co-working guests actually value—and how those preferences have evolved.

A 2024 Deloitte Travel Behavior Survey of over 8,000 remote workers from the US, UK, India, and Germany revealed the following top demands for co-working-friendly hotels:

• 99% want reliable high-speed Wi-Fi (at least 100 Mbps download speed)

• 88% prioritize ergonomic furniture like adjustable chairs and large desks

• 82% value soundproof spaces or private call booths

• 79% look for power outlets at every seat or table

• 74% want free coffee, snacks, or water

• 68% prefer communal zones that encourage collaboration

• 62% desire access to wellness or recreational breaks

The same survey showed that travelers using co-working features tend to book longer stays—averaging 5.8 nights compared to 3.2 nights for typical leisure travelers. This provides hotels with more stable revenue opportunities and higher ancillary spend per guest.

Moreover, co-working guests are willing to pay more. Booking.com found that 44% of travelers would pay up to 15% extra for a workspace-equipped hotel, especially when traveling for extended periods.

Interestingly, loyalty is also influenced. Hilton’s internal report in early 2025 revealed that guests who used their co-working amenities had a 23% higher retention rate in their Honors program compared to others.

The shift is not just in infrastructure, but in experiential expectations. Guests expect seamless transitions between work and relaxation. From spa breaks between Zoom meetings to rooftop networking events, hotels are being challenged to think like lifestyle brands.

Failure to deliver on these expectations means losing out to alternatives like co-living spaces, Airbnbs with office setups, or purpose-built co-working hotels.

The verdict from guests is clear: productivity is now part of the hospitality promise.

4. Future Outlook: What Hotel Brands Must Do Next 

While some hotel brands have made bold strides, the road ahead is demanding. Staying competitive in the coworking-hospitality hybrid space requires continuous innovation, real estate agility, and smart technology integration.

First, investment in infrastructure is essential. It's not enough to repurpose old business centers; brands must design entire floors or wings that feel like top-tier co-working spaces. These need to be modular, multi-use, and tech-equipped.

Second, partnerships will define success. Rather than building from scratch, hotel chains can collaborate with existing co-working brands. Examples include Accor’s partnership with Wojo and Marriott’s with Industrious in selected US markets. These alliances bring instant credibility and an established user base.

Third, smart technology can enhance user experience. From app-based desk reservations to AI-powered quiet zones that monitor noise levels, the future of work-friendly hotels is deeply tied to digital innovation. Hilton is already experimenting with biometric access to co-working lounges via its app.

Fourth, location diversification is key. Hotels in tier-2 cities and emerging digital nomad hubs (like Medellin, Da Nang, or Krakow) need to incorporate co-working features proactively, not reactively. The demand is no longer urban-exclusive.

Finally, the next wave of hotel design must blur the lines between lodging, office, and lifestyle. Think branded co-working cafes open to locals, membership passes for workspace access, and hybrid pricing models where guests only pay for hours used.

By 2027, the global hotel market is expected to cross $1.2 trillion, and hybrid guest-worker models could account for up to 25% of that growth, according to McKinsey.

The future is flexible. Hotel brands that can’t flex with it will fade into irrelevance.

Conclusion: Adapt or Get Left Behind 

The surge in demand for co-working amenities is not a temporary wave—it’s the new tide shaping the hospitality landscape. As work-from-anywhere becomes the norm, travelers are no longer satisfied with passive spaces. They seek active environments that fuel productivity, creativity, and community.

Some hotel brands—like Accor, Hyatt, and CitizenM—are leading the way with well-integrated co-working solutions. They understand that the future of hospitality isn’t just about beds and breakfasts, but bandwidth and brainstorming. These innovators are already reaping the rewards: higher occupancy, increased loyalty, and premium pricing power.

But many others are still lagging. Basic business centers and hotel Wi-Fi are no longer enough. Guests want thoughtful design, seamless tech, and hospitality that understands their lifestyle—whether they’re checking in for a night or logging in for a month.

The data is conclusive. The market is vocal. The opportunity is real.

Hotel brands must reimagine themselves not as static shelters but as dynamic ecosystems for work and life. That means investing in infrastructure, forming smart partnerships, integrating technology, and truly listening to what modern professionals want.

Those who embrace this change will not only survive but thrive in the next era of travel. Those who resist it may soon find themselves outdated—overshadowed by newer, more agile hospitality models.

In a world where work and travel intersect more than ever, the question isn’t whether hotels can adapt.

It’s whether they will.