Column: The ‘destination office’ and how it’s taking shape!

Monthly Column By Anthony Brown

The concept of the ‘destination office’, a commercial workplace environment that replicates the thoughtful design and amenities of hospitality and hotels, is gaining momentum across the board. But, why is this transition to the destination office unfolding and how?

The truth is that the willingness to return to the office can be held back by inadequate office settings. Providing a quality designed environment matters. Businesses are looking closely at workplace design and making the necessary changes to create offices that are ‘commuter-worthy’ – places where people really want to be and choose to go. This concept of the ‘experience economy’ in the workplace is here. Creating meaningful and engaging workplace experiences that focus on the unique needs and satisfaction of employees is leading to more engaged and productive organisations.

Large vs small occupiers

Larger occupiers have the capital to build their own amenities and treat their office as a competitive advantage in talent attraction and retention. Prioritising bespoke and even free-to-use fitness facilities, premium catering options, wellness spaces, and tailored technology infrastructure.
Smaller occupiers will rely on forward-thinking landlords who are recognising that providing high-quality shared amenities such as communal wellness spaces are a must to standout in a competitive office market. Rather than offering bare shells, destination offices are delivering curated environments where the building itself becomes the destination, with the design elevated in every way with well-chosen material finishes, ambient lighting and beautiful art.

The leasing imperative

Landlords are also responding to shifting lease dynamics. Occupiers are increasingly demanding break clauses, expansion and contraction rights, and greater flexibility in fit-out and configuration. ESG credentials, tech readiness, and aspirational amenities have become vital levers in lease negotiations as differentiators that can accelerate lease-up rates and help buildings stand out in a competitive market. For occupiers, investing in a destination office experience is now a way to futureproof their investment as ways of working continue to evolve. For landlords, providing this level of flexibility and curated experience isn’t optional, it’s essential to remain relevant.

As in retail or hospitality, if you want people to show up, you need to deliver genuine value. The office that merely provides a desk is becoming obsolete and the destination office design trend is becoming a new standard.

Written by Anthony Brown, CMO at BW: Workplace Experts