Insights from the EuRA Corporate Housing Workshop
On May 7, corporate housing and serviced accommodation leaders gathered in Zagreb during the EuRA Conference for the Corporate Housing Workshop. Surrounded by the skyline and mountain views of the surrounding area, these professionals had in-depth discussions about the industry’s status, global uncertainty and shifting client expectations. The day offered an opportunity to reflect on the challenges and share opportunities to shape the industry.
As the discussion unfolded, one thing became clear: this sector is defined by resilience, innovation and a strong sense of partnership.
Confidence with Caution
Despite ongoing economic and operational pressures, industry confidence is trending upward. In a live poll, 64% of attendees predicted booking volumes for 2025 would outpace 2024 — with 38% anticipating growth exceeding 10%. Just 13% expected any decline in demand.
It’s a positive signal that business travel and global mobility are holding steady, even as expectations around service and reporting continue to evolve.
Booking Requests: Still a Work in Progress
Operators continue to struggle with inconsistent and incomplete booking information from RMCs. More than a third of workshop participants said requests are often inaccurate, and 54% noted they’re typically missing key personal guest details.
Without clear and complete information, providing personalized service—the hallmark of the industry—becomes difficult and valuable time is lost clarifying details instead of confirming stays. Improved coordination across the supply chain remains a top priority.
What’s Keeping Operators Up at Night?
Participants were asked to name the top risks and stressors they face. Concerns such as “data breach,” “political instability,” “guest behavior” and “cash flow” dominated the primary concerns.
The industry is no longer managing just logistical or service-based issues. Operators are now navigating a much broader risk landscape, including legal exposure, cybersecurity, climate events and increasingly complex guest needs.
Value: Recognized, But Rarely Funded
When it comes to high-touch hospitality services — like welcome baskets, airport pickups and personalized amenities — 80% of operators said their efforts are appreciated. However, only 19% reported clients are truly willing to pay for them.
This disconnect between perceived value and actual cost recovery continues to challenge operators who go above and beyond.
Sustainability: The New Baseline
Sustainability has shifted from aspiration to expectation. While 55% of attendees said their ESG efforts are acknowledged by clients, just 3% said those clients are willing to pay a premium for them.
But that doesn’t mean ESG can be sidelined.
Today, sustainability is a core procurement requirement, particularly for global clients with net-zero commitments or ESG-linked mandates. Operators must be ready to report, measure and improve on sustainability performance — even without immediate financial reward.
In short: ESG is no longer a differentiator. It’s the baseline expectation.
Service Expectations Are Rising
When asked how quickly operators should respond to critical maintenance issues such as no heat, leaks or power outages, 91% of respondents said within an hour, with nearly half expecting a 30-minute or less response window.
Clients are also increasingly requesting VIP guest programs — including upgraded furnishings, expanded grocery setups and meet-and-greet services. Encouragingly, 49% of attendees reported demand for these services is increasing and clients are more willing to pay.
What’s Next for Corporate Housing?
When asked about the future, 65% of attendees said they were either positive or very excited about what lies ahead. Only a small percentage voiced a negative outlook.
In terms of what’s next, attendees pointed to several emerging trends:
- AI-driven technology and automation
- Increased focus on employee wellbeing
- Smarter coordination across the supply chain
- Evolving standards around data reporting and transparency
Above all, participants agreed success in 2025 and beyond will require stronger partnerships, faster processes and a continued commitment to people-first, service-led innovations.
Closing
The EuRA Corporate Housing Workshop was a moment of alignment for an industry in motion. Through candid conversation and collaborative problem-solving, it’s clear the landscape is changing, but the values underpinning our sector remain as strong as ever.
The future of corporate housing lies in our ability to adapt, stay connected and deliver with consistency in an increasingly complex world.
