Hospitality: how coworking does it differently

In the coworking industry, hospitality isn’t just a nice-to-have—it’s the foundation of thriving spaces. 

This was the resounding message from the recent panel discussion, Hospitality in Coworking, hosted by Cat Johnson of The Lab Community. Featuring four panelists from across the coworking world, the session illuminated the power of storytelling in creating authentic hospitality experiences and using those stories as marketing tools.

We have insights from Liz Elam, Brandon DeChiricio, Allison Josefowitz, and Kane Willmott, who shared lessons learned from their own coworking journeys.

Liz Elam: Designing unforgettable first impressions

Liz Elam, founder of the Global Coworking Unconference Community (GCUC), opened with a bold declaration: hospitality starts the moment someone lands on your website.

“Think about the journey from their door to yours,” she said. From the warmth of the welcome to the sensory experience of the space—everything matters. Hospitality, for Liz, is about anticipating needs. Operators should avoid being reactive by addressing small details before members have to ask. Whether it’s the quality of the coffee or the comfort of the lounge chairs, the little things add up to create lasting impressions.

Liz also stressed the importance of understanding what makes a space memorable. 

“Hospitality is a retention strategy. If you nail it, you don’t have to worry about churn.” She urged operators to conduct tours as if they were members, often, and to ask: Does this space highlight who we are?

Brandon DeChirico: Elevating every touchpoint

Brandon DeChirico of ALX Community emphasized the transformative power of intentionality. “People make split-second judgments at every touchpoint,” he noted. The key is to create a seamless experience that anticipates needs before they arise.

Brandon sared a few simple but impactful ideas: handwritten notes to members, thoughtful “surprises” in common areas, and regularly walking through spaces with fresh eyes. “It’s the small details that set higher expectations,” he said, adding that proactive adjustments based on member feedback can lead to big rewards for operators and their teams.

His advice for operators? Shake up the workday in unexpected ways, whether it’s a curated event or a small act of kindness. Hospitality isn’t just about spaces—it’s about creating moments of delight.

Allison Josefowitz: The five human truths

Allison Josefowitz from The Malin brought a deeply human perspective, anchoring her insights in five universal truths:

1. People want to belong.
2. People want to be understood.
3. People want to feel special.
4. People want control.
5. People want to reach their potential.

These truths, Allison explained, can guide coworking operators in every interaction, ensuring hospitality feels personal and genuine. For instance, while some members appreciate direct communication, others prefer a more relaxed approach. “Treat others the way they want to be treated,” she said, adding that the smallest gestures—like gummy bears and a kind note—can make a big impact.

Empowering teams to take action without red tape is crucial. “Enable your team to surprise and delight without waiting for approvals,” she advised. Underpromise, overdeliver, and actively listen to member feedback.

Kane Willmott: Scaling hospitality with systems

Kane Willmott of IQ Offices approached the topic with a mix of heart and practicality. His coworking journey began with a mathematical realization, but it quickly evolved into a passion for creating better workdays. For Kane, hospitality isn’t just about member satisfaction—it’s also about empowering staff and creating scalable systems.

“Think like a franchise from day one,” he said. Even for small spaces, systems and processes ensure consistency and enable teams to focus on creating exceptional experiences. At IQ Offices, that means budgeting for thoughtful touches, like toys for visiting children or treats for furry four-legged members.

Kane also highlighted a surprising insight: amazing hospitality doesn’t always require a big budget. It requires creativity, empathy, and the ability to identify what truly matters to your community.

Coworking connection is key

Whether it’s through storytelling, thoughtful amenities, or small surprises, the panelists agreed that hospitality in coworking is about creating genuine connections. It’s about fostering environments where people feel seen, supported, and able to do their best work.

As Liz aptly put it, “If you nail hospitality, you don’t have to worry about retention.” And as the coworking industry evolves, operators who prioritize hospitality will continue to thrive—turning members into advocates and spaces into communities.

For coworking operators, the message from this panel was clear: hospitality isn’t just a service—it’s your story. What story is your space telling?

Coworking Convos is a monthly virtual event series hosted by Cat Johnson. Each month, a different topic is presented by guests with real experience, who are subject matter experts and walk the walk in the coworking and flex space industry.

Coworks is a partner of Coworking Convos, and we have the privilege of sharing these dispatches afterward — spotlighting the juicy tidbits and powerful takeaways shared in the hour-long conversation. Spec

But by no means does this replace the real value of being there! Check out the next Convo and be in the room when it happens.