Colleen Moselle, CEO of Coco, shared business takeaways from her time at this month’s Global Workspace Association conference.

The insights emphasized that brand identity stems from customer experience rather than visual identity, engagement drives loyalty through meaningful participation opportunities, and authentic storytelling with real people outperforms data-driven marketing alone. Additional themes included the importance of emotionally intelligent leadership, tracking metrics beyond occupancy such as utilization and retention, adopting collaborative rather than competitive strategies, and leveraging AI for automation while preserving human connection and creativity. (Philip Cohen from Workuity also gets a shout out)

In this piece Mike Sullivan from Alliance Virtual Offices shares some insights around what differentiates an ‘ok’ virtual office offering, from one that’s unforgettable (and profitable).

In summary, it comes down to what Philip Cohen at Workuity calls "a heart of hospitality", or what would usually make people great hires in the hotel industry. Add to that detail-orientated personalization, plus being proactive and responsive, and you’ve got a winning VO offering. Interesting as this does come from a team who work with over 1k operators on selling virtual office products and services.