Jan 28, 2026
5 mins read
Future of Work
In the world of flexible work, the physical space you offer is only half the product. The other half? The digital experience that gets people through the door.
For years, the coworking industry operated on a high-touch, manual model. Someone would inquire via a contact form, a community manager would email back (eventually), a tour would be scheduled, and finally, a booking might happen. But consumer behavior has shifted dramatically.
Today, customers aren’t just comparing you to other coworking spaces. They are comparing your booking process to the ease of ordering an Uber, reserving an Airbnb, or buying something on Amazon. If you aren’t meeting them where they are—online, instant, and frictionless—you are likely losing them before they ever step foot in your lobby.
On Caleb Parker’s recent podcast, he spoke with Paul Dutnall, CEO of work.life, to discuss the state of the coworking industry. During their conversation, Dutnall highlighted a critical reality for coworking space operators: the consumer mindset has fundamentally changed.
As you can see in this short video clip, customers are now conditioned to expect a seamless online journey. They want to see availability, understand pricing, and secure a space immediately. When a potential member lands on your website, they are often looking to solve an immediate problem; they need a desk for the day or a meeting room for next Tuesday.
If your website asks them to “fill out a form to request a quote,” you are putting a barrier between them and the solution. In an era of instant gratification, friction is the enemy of conversion.
Meeting customers “where they are” means acknowledging that their buying journey starts long before they talk to your sales team. It starts on their phone, often outside of standard business hours.
If your booking experience isn’t optimized for this digital-first approach, you are effectively closing your doors to a massive segment of the market.
An ecommerce revenue platform does more than just process payments; it builds trust. When a customer can see real-time availability and transparent pricing, it signals that your operation is professional and reliable. Conversely, opaque pricing and “call for details” prompts can create hesitation.
By automating the booking process, you aren’t just helping the customer. You’re liberating your team. Instead of chasing email threads to confirm a $50 meeting room booking, your community managers can focus on high-value tasks like member retention and enterprise sales.
To adapt to these expectations, coworking space operators need to rethink the purpose of their website. Is it a static brochure that simply lists amenities? Or is it an active, revenue-generating storefront?
Transforming your digital presence involves three key steps:
Your website should reflect the actual reality of your space. If a meeting room is booked, it shouldn’t be bookable online. This requires a deep integration between your website and your space management software, ensuring that inventory is updated instantly across all channels.
Just as airlines and hotels adjust prices based on demand, your booking engine should have the intelligence to do the same. AI-powered dynamic pricing not only maximizes revenue during peak times but can also offer attractive rates to fill space during quieter periods.
The final hurdle is payment. The process should be as simple as a single click. Integrating secure, instant payment gateways removes the administrative burden of invoicing and chasing payments, while giving the customer the immediate confirmation they crave.
As Parker and Dutnall discussed, the “good enough” booking experiences of the past are no longer sufficient. As the flexible workspace market becomes more competitive, the operators who win will be those who make it easiest for customers to buy.
Your space might be beautiful, your coffee might be excellent, and your community might be vibrant. But if your booking experience is clunky, many potential members will never know. It’s time to upgrade your digital front door.
If you’re ready to see how a seamless, AI-powered booking experience can transform your conversion rates, we’d love to show you what Flexspace AI can do.
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