"Hybrid work has rewritten the brief for the office. The focus has shifted from real estate leases and floor plans toward lifestyle-oriented service as a measure of value. In this new reality, developers, investors, and hospitality brands are converging around the shared goal of creating workspaces that feel flexible and connected. The result is an office space that behaves like a great hotel, with services and amenities that invite people in and support specific lifestyle choices."
"This evolution is part of a movement known as the hotelization of real estate, in which hospitality-style amenities, services, and brand experiences are integrated into all kinds of properties. Rove Hotels is leading this shift in the Middle East with HQ by Rove, the region's first hospitality-branded office spaces. Its first project in Dubai, developed by IRTH group, blends hospitality, design, and technology to create a new workspace model that caters to entrepreneurs, small teams, and forward-thinking enterprises seeking flexible, high-quality professional environments."
Hybrid work has shifted office value from leases and floor plans to lifestyle-oriented services, driving convergence among developers, investors, and hospitality brands to create flexible, connected workspaces. Offices are evolving to behave like hotels by offering services and amenities that invite people in and support lifestyle choices. The hotelization of real estate integrates hospitality-style amenities, services, and brand experiences into diverse properties. Rove Hotels launched HQ by Rove in the Middle East, with a Dubai project developed by IRTH group that blends hospitality, design, and technology to serve entrepreneurs, small teams, and forward-thinking enterprises. Companies now prioritize flexibility, wellness, community, and a premium experience amid hybrid work trends.
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