The Benefits of IWG and the Flexible Working Boom in Australia

The workplace landscape has undergone significant transformations in recent years, with the rise of flexible office spaces playing a pivotal role in shaping the way people work. And this trend isn’t just restricted to one area of the country — it's truly global. IWG (International Workplace Group), one of the largest flexible workspace operators in the world, has seen significant growth in Australia, for example, with 55 centres currently open across the country. 

In a recent webinar with 1851 Franchise, several real estate experts in Australia, including Damien Sheehan, Country Head of Australia at IWG, Samuel Tay, SVP Head of Real Estate for APAC at IWG and Tania Sydney-Smith, Director at Project Solutions PTY LTD, spoke about the country’s real estate market, the growing demand for hybrid work and the opportunities available for business investors with IWG. 

The Current Work Landscape in Australia

Tay kicks things off by shedding light on the international marketplace, with a focus on the Asia-Pacific (APAC) region. He emphasises that there has been a significant surge in demand for flexible office spaces, commonly known as "Flex.”

“We've seen a huge shift since the pandemic for people wanting to work closer to where they live, driving this underlying growth for IWG,” said Tay. “We truly believe that's the future for the flex office sector in this region and around the world.”

Sheehan highlights that before the pandemic, digitalisation had already been reshaping the way people worked, allowing for seamless connectivity across different locations. 

“Then the pandemic hit and there was a pause globally, but also a collective sigh from tens of millions of workers because they could work from home,” said Sheehan. “Productivity didn't drop off, businesses didn't implode. It was an inflection point in how people viewed working.”

As the pandemic persisted, remote work became a habit, and the idea of returning to the office full-time lost its appeal. Today, one of the driving forces behind the demand for flexible workspaces is the concept of the "15-minute city”. This idea centres around the convenience of having work, living, amenities and entertainment all within a 15-minute radius from one's residence. Flexible offices play a vital role in enabling this lifestyle, allowing people to work near their homes and quickly return if needed.

Another critical aspect of the changing workspace paradigm is the realisation that people create culture, not just companies. Workspaces are no longer confined to four walls; they extend into vibrant communities. Flexible workspaces provide members a place to come together to work, interact and foster a sense of belonging.

Overall, projections indicate that by 2030, approximately 30% of offices will adopt a flexible workspace model globally. To navigate this shift successfully, businesses need partners who are willing to embrace the idea that flexibility is not just a trend but the future of work.

Collaboration Between Building Owners and Flex Operators

Within this new normal, Sheehan goes on to explain the evolving relationship between building owners, business investors and Flex operators like IWG. 

“Before the pandemic, the real estate market was robust, with high occupancy rates and low vacancy,” Sheehan said. “Flex operators were often perceived as just another tenant. However, as the office market faced challenges and vacancy rates increased, building owners and operators started to explore new collaborations.”

Today, Australian vacancy rates are at 13.3%, significantly higher than last year. “Building owners and business investors are looking to diversify, get rid of latent space,” said Sheehan. “There are great opportunities for building owners, business investors and operators.”

Sydney-Smith, for example, comes from a background in property and construction. She had been operating within the franchise model for 25 years. However, when her company outgrew its headquarters, she embarked on a project to find a suitable space. Unable to find the right fit, she acquired a dilapidated building and decided to refurbish it. The pandemic added an element of uncertainty, but her innovative thinking led her to consider flexible working solutions.

“I planned to figure out everything myself — booking systems, marketing, attracting tenants — but then I came across IWG's model,” said Sydney-Smith. “After much research and visiting various operations, I decided not to reinvent the wheel and partnered with IWG.”

She eventually crossed paths with an IWG sales consultant. Right away, Sydney-Smith recognised the value in IWG's expertise and realised that reinventing the wheel might not be necessary. 

Once signing on with IWG, the project's execution was remarkably swift, Sydney-Smith says, especially given the challenges of the construction and real estate market in Perth. From the initial concept to issuing construction drawings, it took approximately three months. Despite being in a challenging market, the team managed to open the IWG centre in just five months, which was commendable compared to other projects in the vicinity.

“Our centre has been open for almost four months now, with significant occupancy and buzzing activity,” said Sydney-Smith. “It's been a very positive experience working with the IWG team.”

Looking ahead, Sydney-Smith is optimistic about the future and is confident that the flexible model will offer her higher returns in the long term. 

“We're looking for partners like Tanya — entrepreneurs who own the building and see the opportunity in the shift towards flexibility,” said Tay. “Building owners now consider flex space a necessity rather than an amenity. It's a future approach. They can partner with IWG, which has over 30 years of experience, a strong platform and a large marketing demand.”

Why Now Is the Time to Partner with IWG

In the pursuit of flexibility, businesses have two options: do it alone or partner with experienced providers like IWG. While it may seem plausible to create flexible workspaces independently, the reality is that the flexible workspace business is complex. It entails not only building the physical infrastructure but also effectively servicing it.

IWG, with its extensive experience spanning 30+ years, is a prime example of a seasoned partner in this domain. The company boasts a robust platform with a strong presence both nationally in Australia and internationally. An impressive 83% of Fortune 500 companies are IWG clients, and the company serves eight million customers globally and 16,700 in Australia monthly. Such a partner brings substantial marketing reach and demand to the table, attracting tenants and ensuring the success of flexible office spaces.

Despite the growing popularity of flexible workspaces, the demand is far from satisfied. IWG sees ample opportunities for growth, especially as more businesses and individuals recognise the benefits of flexible arrangements. 

“If you haven't got flex space in your building, consider it a necessity,” said Tay. “It brings a multitude of tenant profiles, creates a community, activates the building and provides expansion options for tenants.”

IWG’s ability to adapt to various economic climates and evolving workplace preferences positions it as a frontrunner in meeting this demand, enabling individuals to live, work and play closer to home, all while fostering productivity, reducing costs and promoting sustainability. This evolution in workplace dynamics promises an exciting future for the world of flexible office spaces.

For more information, visit iwgplc.com/develop-a-location.