The modern office is undergoing a fundamental shift. No longer defined by rigid leases and sterile floor plans, workspaces are now being reimagined as lifestyle-driven service hubs. This trend, dubbed the “hotelization of real estate,” sees hospitality brands leading the charge in creating flexible, connected environments that prioritize experience over mere functionality.
The Rise of the Experience-Driven Office
Rove Hotels is spearheading this transformation in the Middle East with its new “HQ by Rove” concept—the region’s first fully hospitality-branded office spaces. Developed in partnership with IRTH group, HQ by Rove blends design, technology, and service to attract entrepreneurs, small teams, and businesses seeking dynamic, high-quality work environments. The shift reflects a broader market trend: companies now recognize that to attract talent, offices must be destinations, not just places to endure.
Hybrid Work is Driving Demand for New Solutions
The rise of hybrid work models is accelerating this shift. According to Cisco, 45% of global companies operate under hybrid structures, while 72% still mandate in-office attendance. This creates friction, as many professionals resist a full return to traditional offices. The key to overcoming this resistance lies in creating spaces people want to be in.
As Paul Bridger, COO of Rove Hotels, explains, today’s companies prioritize four elements: flexibility, wellness, community, and a premium experience. The demand for modular spaces—easily scalable and fully furnished—is growing, alongside amenities that support employee well-being, relaxation, and collaboration. In fact, 87% of employees express dissatisfaction with their current office environments, highlighting a clear market gap for better-designed alternatives.
How Hospitality Principles are Changing Commercial Real Estate
Rove’s expansion into office spaces was a natural progression. Existing Rove Hotels already hosted popular co-working areas, and the success of Rove Home residences proved the viability of extending the brand into broader lifestyle ecosystems. HQ by Rove now captures the full spectrum of professional life, integrating work into a seamless “hotel-home-office” experience.
This model also generates significant brand synergy. HQ by Rove tenants enjoy exclusive perks, such as discounts at Rove Hotels and access to co-working spaces at hotel locations, strengthening brand loyalty and increasing customer lifetime value.
The HQ by Rove Experience: More Than Just an Office
The inaugural HQ by Rove at Marasi Bay demonstrates the brand’s core DNA applied to work. Instead of traditional security desks, tenants are welcomed by “Rovesters” – the hotel’s signature hospitality staff. Interiors are designed with strong aesthetic appeal, and amenities go far beyond standard commercial offerings.
The space includes a wellness floor with an indoor lap pool, gym, fitness studio, yoga gardens, a dedicated food hall, vertical barista service, and on-demand housekeeping, laundry, and concierge services. Workspaces are modular and scalable, ranging from hot desks to private lofts, with floating treehouse cabins offering collaborative meeting spaces and acoustic pods for focused work.
The Middle East is Primed for This Model
The hotelization of real estate is gaining traction among developers and investors due to its potential for higher returns and resilience. HQ by Rove’s modular design makes premium commercial space accessible to a wider demographic, including startups and entrepreneurs. Partnering with an established hospitality brand like Rove reduces investor risk and leverages existing customer loyalty.
The Middle East’s rapid urbanization and increasingly diversified economy make it a particularly fertile ground for hybrid and mixed-use developments. Bridger notes that such projects appeal to tourists, remote workers, long-term guests, and business travelers, making the real estate sector more sustainable.
The Future of Work: Host-Guest, Not Landlord-Tenant
HQ by Rove anticipates a future where the line between hospitality and commercial real estate disappears entirely. The relationship will shift from landlord-tenant to host-guest, with experience becoming the primary differentiator. Developers and owners will compete on service, community, and overall quality, not just square footage or price.
In this new paradigm, hospitality brands are uniquely positioned to lead, because the level of experience a workspace offers will define its success. The office of tomorrow will not simply be a place to work; it will be a place to thrive.
