As the boundaries between business and leisure continue to dissolve, secluded retreats are turning their attention to a new set of customers.
Digital nomads, entrepreneurs and forward-thinking corporate teams are leaving the bustle of the city behind to immerse themselves in nature in the name of creativity and productivity. While some resorts and country hotels are updating their offerings to cater to this emerging clientele, new properties are also appearing geared solely towards the nascent demand.
Sometimes referred to as workation retreats, the venues share a number of characteristics, including a relaxed rural or semi-urban location with hotel style sleeping facilities, coworking space and a range of activities from cooking classes to business skills workshops to encourage interaction with fellow guests.
“This trend can be seen as part of the evolution of real estate as a whole, incorporating elements of hospitality such as high-quality accommodation and guest service while offering unique experiences,” says Lauro Ferroni, JLL’s Global Head of Hotels & Hospitality Research. “The human element is also really important, bringing people together both in coworking spaces but allowing for relaxation to help build relationships.”
For many guests, the communal approach such as shared mealtimes and spacious coworking facilities to rival those found in any city, is a huge part of the appeal, offering the benefits of collaboration and networking.