The 2024 Global Workspace Association (GWA) Conference offered a captivating glimpse into the future of coworking, where enterprise flexibility, cutting-edge technology, and data-driven strategies are transforming the way we work.
This year’s GWA Conference brought together thought leaders, innovators, and key stakeholders to discuss the evolving landscape of coworking and flexible office spaces. Held in Phoenix, Arizona, the event provided a deep dive into the trends, challenges, and opportunities shaping the future of the industry.
Below are the top 5 takeaways that defined the event:
1. ENTERPRISE OCCUPIERS AND CUSTOMER-CENTRIC FLEXIBILITY
A major theme was the increasing focus on enterprise occupiers and how operators can effectively cater to different consumer types. Whether serving large corporations, smaller teams, or freelancers, the conversation emphasized the importance of offering tailored solutions that meet diverse needs. Businesses are increasingly seeing the benefits of flexible office spaces, making it essential for operators to adapt to these varied demands.
This shift also underscored the role of aggregators—platforms that consolidate multiple workspace options into a single interface—making it easier for companies to navigate the flexible workspace ecosystem.
2. GETTING DOWN TO BUSINESS WITH AGGREGATORS AND DEMAND
The tone of the conference was notably business-focused, with much discussion around how to meet the rising demand from enterprises and large corporations. Aggregators emerged as a central topic, with entrants like Flexspace.ai and industry heavyweights like Yardi driving home the message that managing and leveraging operating data is key to future success.
Flexspace.ai’s ability to handle dynamic pricing and real-time booking—whether for a short-term meeting room or a full team suite—demonstrated the need for agile, customer-centered solutions. Meanwhile, Anant Yardi's presence, worth over $5 billion, signaled just how serious the business of flexible workspaces has become.
3. THE ROLE OF DATA IN BUSINESS STRATEGY
Data-sharing and transparency were pivotal to many discussions. Panelists highlighted how key players, such as The Instant Group, are contributing an unprecedented amount of data on market demand, product types, and sales performance. This data provides insights into where future investments should be made—particularly in meeting rooms, which are becoming more popular as hybrid work models drive demand for flexible spaces that foster collaboration.
The conversation also touched on the challenges operators face in keeping their inventory up to date. The integration of new technologies like unity.ai, which helped operators increase conversion rates by up to 30%, showcased the potential for tech-enabled solutions to streamline operations.
4. MEETING ROOMS: THE NEW GROWTH OPPORTUNITY
One of the most talked-about trends was the increasing demand for meeting rooms. As hybrid work continues to grow, businesses are looking for spaces that can accommodate both individual work and team collaboration. Companies like Expansive have seen a rise in meeting room bookings, with operators encouraged to invest in larger, more versatile spaces to meet this demand.
“The most interesting, exciting [change] to me is this idea of the growth of collaboration and meeting rooms. The way that work is changing is probably the most exciting trend that we see,” Ben Wright, Global Head of Partnerships of The Instant Group said during a session.
5. AI INTEGRATION AND THE FUTURE OF WORKSPACE MANAGEMENT
Finally, artificial intelligence (AI) was another focal point, as coworking operators are increasingly integrating AI systems to manage sales, customer service, and operational processes. AI doesn’t replace human staff but enhances their capabilities, offering 24/7 assistance for bookings and customer inquiries. This technology is also helping to improve conversion rates, optimize pricing strategies, and streamline overall operations.
Conclusion
The 2024 GWA Conference made one thing clear: the flexible workspace industry is not only evolving but accelerating towards a future of increased innovation, adaptability, and business-focused solutions. From enterprise occupiers to AI-enhanced operations, the discussions at the conference reflected the industry's readiness to meet the demands of a fast-changing work environment.
As we navigate this dynamic landscape, discover how we’re helping operators grow revenue and make smart investment decisions. Explore our solutions and insights here.
