/02 Evolution and user behaviour

Staying In

A comprehensive analysis of member tenure patterns in coworking and flexible workspaces around the world.

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This report will help you understand:

Effect of plan type on member tenure

How does the type of plan a user is on impact their tenure?

The impact of age on membership tenure

In what ways does the age of a user impact the amount of time they remain at your workspace?

Differences in tenure between individuals and companies

Are there measurable differences in tenure duration when it comes to individual users or ones part of a larger organisation?

Section 1

How does the type of plan affect the permanence of members?

The rates we offer appeal to different profiles with different needs. We analyse the performance of members in terms of permanence so that you can decide which rates to promote in your space. A high permanence rate optimises your recruitment efforts and allows for faster growth, given that new members do not have to compensate for a high turnover rate.

Key findings

Permanence on the rise

Tenure has steadily increased as the industry has matured, seeing a 42% increase between 2016 and 2021.

Which plans have the highest and lowest permanencies?

The average length of stay of office plan users, the highest among the non-virtual plans, is 71% higher than that of Host Desk plan members (9.09 months compared to 5.32 months respectively).

Virtual Office

The virtual office has the longest permenence of all types of plans and is a service that can grow practically unlimitedly due to its low space requirements.


How does the type of plan affect the permanence of members?

In terms of permanence we have two winning plans, two in the mid-range and one losing plan.

The office and virtual plans are at opposite ends of the product spectrum but have the longest tenure.

The Dedicated Desk and Part-time, although they seem to respond to different needs, in terms of permanence there is hardly more than 3 % difference between them.

The Hot desk is the plan with the lowest permanence and traditionally low cost. However, it can be very attractive for operators operating in common areas.

Evolution & user behaviour in the flexible workspace industry

Section 2

How does the type of plan affect the permanence of members?

Understanding your members' profiles and how this influences their retention is essential to maximise the return on your marketing investment and your team's efforts to engage them and keep them satisfied with the service.

We analyse the age of the users as well as whether they hire individually or as part of a larger team to see how these values impact their retention and you can adjust your recruitment strategy accordingly.

It is important that you analyse the individual data of your space as there are micro features such as the exact location or finishes that cannot be taken into account in such a study.

Key findings

Efforts to recruit members between 16 and 24 will offer a lower return

Members aged 16-24 have a 32% lower tenure than the group with the next worst tenure and 45% lower than the age group with the highest tenure.

We prefer members who belong to teams for the rates...

Team members offer between 10% and 16% more tenure on Part-time, Dedicated Desk and Hot Desk rates.

We prefer individual users to...

In the Virtual and Office plans, non-team members are those who show a slightly higher permanence.


How does the age of members affect their tenure?

There is a tendency to associate flexible workspace with a very young audience, but not only is this no longer the majority audience, it is also the least interesting for the operator: as the age of the members increases, so does their permanence. Although many venues have made various attempts to attract members between 16 and 24 years of age, it can be argued that it is appropriate to focus on other age groups as they offer a very low return in terms of permanence.

How does tenure compare between freelancers and teams?

Globally, the myth of longer team tenure can be disproved. However, at the regional level, there are significant differences, so it is important to be aware of your context when making decisions.

In the Part-time, Dedicated Desk and Hot Desk plans, team members will offer you between 10% and 16% more permanence.

In the Virtual and Office plans, however, individual members are those who will show a slightly higher permanence although it does not reach 4%.


If you want to improve your retention values you should concentrate on getting members on virtual and office plans. However, if your priority is members on Part-time, Dedicated Desk and Hot Desk rates, team members will offer you up to 16% longer tenure

Globally, we have found that concentrating on attracting members aged 45+ will give you at least 20% more tenure than any other age group.

Looking to the future, taking into account how the sector has evolved in recent years plus the impact of the pandemic which has accelerated the entry of new customers into the sector from a traditional model who have decided to migrate in search of flexibility at a time when uncertainty has increased, we believe that permanence will continue to increase unless some unexpected external factor impacts the industry globally.

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Analysis Per Market

US, UK and Spain

A comprehensive analysis of reservation patterns in coworking and flex workspaces in the United States, United Kingdom and Spain.