Recap: GWA Highlights, Credibility Shifts, Restroom Experiences & Tech Integrations

Perla Caballero from Alliance Virtual Offices recently appeared on the This Week in Coworking podcast with Hector Kolonas to discuss insights from the Global Workspace Association (GWA) conference in Denver. With experience at WeWork, Airbnb, and now Alliance, she offers a rare view into what members want. [Listen to the full conversation here] for the complete breakdown. 

The Credibility Shift 

Coworking used to feel like a step down. Not anymore. Today's companies, from startups to enterprises, proudly highlight that they're in flex spaces. It signals they're resilient, cost-smart, and agile. For your center, this is your edge. Members are interested in flexible workspaces that mimic their lifestyles.  

Don't Neglect Hidden Spaces 

Operators obsess over lounges and meeting rooms, then ignore bathrooms and back hallways. Perla shared a telling example: an enterprise client wanted to impress recruiters. The place had beautiful main floors. Then someone needed the restroom and had to navigate three flights down to what felt like a warehouse. 

One bad experience ruins the whole impression. Treat every space (including bathrooms, corridors, and storage areas) like it's Instagram-ready. It's what separates centers that retain members from those that lose them. 

Tech Integrations Unlock Efficiency

68% of operators struggle with system integrations. The fear: "More work." The reality: two weeks of adjustment, then massive efficiency gains. 

Integrations automate booking confirmations, Wi-Fi provisioning, door access, and invoicing. Your team goes from chasing details to focusing on member experience and upselling. Perla saw this at Airbnb: hosts using multi-channel integrations outpaced those managing manually. 

The Takeaway

It's all hospitality. Members want spaces where they feel proud to work, systems that just work, and experiences that feel seamless. Centers that nail the details—visible and hidden—build loyalty. 

Want more? Tune in to the full episode to hear Perla's insights directly.