THE LAST WORD

Remote working and the evolving blended workspace concept — how it is affecting travel and hospitality for the better

The evolution from the ‘must do’ work-from-home or work from ‘where-we-were-isolated’ during the dreaded pandemic, and the previous era when we were schooled in mindless commutes to the office, has changed.

By Mark Jakins

There has been a seismic shift toward globally accepted hybrid and remote work solutions, with companies prioritising the wellness of employees and an acceptance that flexibility holds the key to productivity and job satisfaction. Many media organisations, journalists and content creators have covered this trend, but what does this mean for the travel and hospitality industry?

The findings from the recent 2024 Spring Global Rescue Traveller Sentiment and Safety Survey show that more than half (59 per cent) of respondents indicated that a remote or hybrid workplace model motivates them, their friends, and family to travel more — while nearly a third (30 per cent) of the survey participants reported travelling for work, with 71 per cent are working remotely, either part- or full-time.

With more individuals and their networks motivated to travel, the travel industry is experiencing considerable growth. However, Amex GBT data shows that remote working can be an imperfect substitute, with 70 per cent of respondents agreeing a primarily remote-work model can make employees feel disconnected, and 88 per cent saying that meeting in person is critical for building positive, long-term relationships among workers. Companies are therefore recognising that business travel is still essential and many encourage this networking and need for ‘offsites’ which have a ‘huge impact’ on both business morale and team motivation. This brings people together and gives them a chance to bond with those they will be working alongside, as well as people across the business they might not usually come across.

The International Air Transport Association (IATA) announced strengthened profitability projections for airlines in 2024, with a record five billion air travellers expected in 2024, and a comment that the human need to fly has never been stronger. The research also reveals 86 per cent saying that business travel is an easy investment to justify and that 77 per cent agreed that air travel is good value for money.

Many companies have found that remote work helps reduce overhead costs and offers employees flexibility, leading to improved work-life balance. It offers the best of both worlds by encouraging direct collaboration and fostering a strong community and culture while still providing the flexibility that modern employees desire. It also benefits corporate cost-reduction efforts.

The hospitality industry has responded quickly to this ‘work from anywhere’ transformation, progressively integrating smart and flexible workspaces and services in establishments.

So, what are the common themes being utilised to offer an ideal workspace and hospitality combination that moves hospitality companies to the top of the pecking order?

• Firstly, strong interior design principles and an inspiring ambiance to work and meet in hotels and lodges have been in the MICE game for a long time and should understand the principles of great sensory experiences.

• Create an exciting and welcoming environment through staffing interaction — generally a notch or two above office environments. This is created through brand training, operations standards adherence, and access to other operations support, including food and beverage programmes. Often, trained front office staff or guest relations step into rostered workspace environments and deliver with a sense of service avec flair.

• Most successful workspace and hospitality fusion concepts are dialled into the natural environment and community or neighbourhood attractions – shopping, arts and crafts, nearby restaurants, or other meeting places that enhance the hospitality workspace destination. A quick break or walk outside opens up a working environment like never before.

• Facility specialisation, hospitality industry style — these take the form of hotel public areas where people can network and connect socially, amazing pause areas, rooftops, and gardens – often with pool terraces — access to gyms and spas for wellness sessions, niche café concepts, restaurants, pods and meeting rooms designed for maximum flexibility, privacy or small meeting spaces. Of course, high-tech connectivity and administrative services are far more available in hospitality establishments — as are the availability of rooms to sleep in.

• Bespoke, created networking events allows hotel guests and co-working space people to mingle and socialise in hotels, creating new connections.

• Hotels, coming under increasing pressure from concerned corporates and guests, have continued to implement many ecofriendly operations practices and shared workspaces benefit accordingly – with accelerating investment in energy-efficient lighting, recycling, green practices in FF&E, food-offerings and more – creating an enjoyable and productive environment for workers.

The hospitality industry can now offer something more accessible and interesting than boring conference space – effectively this is bordering on hospitality entering the property and office industry – you can now book space for a few hours, a full day, or a few days a week every week, or even long-term! Short-term office agreements offer maximum flexibility for teams with changing needs.

Who is Mark Jakins?

Mark Jakins writes for Business Events Africa in his private capacity. He is the head of advisory forValor Hospitality, a global hospitality management company with offices and hospitality locations in the US, UK, Middle East, and Africa. He is also the chief executive officer and founder of Futuredrum, a bespoke branding, marketing, and business turnaround consultancy.