In a landscape where companies are rethinking their space strategy and usage, a solid building alone no longer moves the needle. Organizations are looking for workplaces that support day-to-day activity, make work easier, and deliver meaningful value to the people who use them. That’s where flight to experience takes center stage.
Specs still matter—but they’re no longer the edge
Technical fundamentals remain critical: location, infrastructure, and finishes are still the baseline for any real estate decision. The shift is that these attributes no longer create separation. Quality today is defined less by what a building has, and more by how it feels and performs every day.
Shared spaces built with clear intent, tech that enables hybrid work, seamless accessibility, and service layers inspired by hospitality are reshaping the modern standard of a “high-quality building.” It’s not just about how a workplace looks anymore—it’s about how it works, how it connects, and how people experience it in real time.
Technical fundamentals remain critical: location, infrastructure, and finishes are still the baseline for any real estate decision. The shift is that these attributes no longer create separation. Quality today is defined less by what a building has, and more by how it feels and performs every day.
Shared spaces built with clear intent, tech that enables hybrid work, seamless accessibility, and service layers inspired by hospitality are reshaping the modern standard of a “high-quality building.” It’s not just about how a workplace looks anymore—it’s about how it works, how it connects, and how people experience it in real time.
When experience becomes a competitive advantage
One of the most compelling aspects of this shift is that experience isn’t reserved for Class A buildings. Class B assets are increasingly using experience as a tangible differentiator—by activating community, elevating service, introducing on-site programming, and building stronger, more human connections with the people who use the space.
The building with the best specs isn’t always the one that delivers the best experience. More and more, service warmth, consistency, and the overall energy of a workplace are becoming key decision drivers when choosing corporate space.
A trend shaping every market
Our research shows that buildings that fail to support new ways of working—whether due to poor accessibility, a lack of relevant shared spaces, or the absence of a people-centric approach—are losing demand faster than ever. Meanwhile, assets that double down on experience are gaining traction, regardless of their classification.
Even in markets where price gaps between building classes remain wide, experience has become the strongest driver of tenant preference and long-term occupancy. And in a cycle where premium new supply is slowing, that differentiator is only growing in relevance.
Even in markets where price gaps between building classes remain wide, experience has become the strongest driver of tenant preference and long-term occupancy. And in a cycle where premium new supply is slowing, that differentiator is only growing in relevance.
What this shift means for landlords and investors
Experience doesn’t always require major capital expenditure. Often, the biggest impact comes from targeted decisions: improved tenant service, more adaptable shared spaces, community-driven programming, or upgrades that are immediately felt in the daily building experience.
For landlords and investors, flight to experience points to a clear opportunity:
- Allocate capital toward changes with visible, everyday impact for users
- Rethink investment priorities with a stronger emphasis on service and community
- Build asset value beyond the physical footprint alone
Experience as the new standard
Today, flight to experience reflects a clear shift in how workplaces are understood and evaluated. Quality hasn’t gone away—it’s now broader and more demanding. Experience is no longer a secondary feature, but a core decision driver for both tenants and investors.
Put simply, the question isn’t just how good a building is anymore, but what kind of experience it enables. In this new landscape, experience has become the real differentiator.
At Cushman & Wakefield, we help landlords, investors, and occupiers understand how these shifts influence asset value and real estate decision-making. We work alongside them to rethink space strategy and investment focus, building sustainable value in a market that continues to evolve.
Put simply, the question isn’t just how good a building is anymore, but what kind of experience it enables. In this new landscape, experience has become the real differentiator.
At Cushman & Wakefield, we help landlords, investors, and occupiers understand how these shifts influence asset value and real estate decision-making. We work alongside them to rethink space strategy and investment focus, building sustainable value in a market that continues to evolve.