Dr. Gleb Tsipursky – The Office Whisperer
Nirit Cohen – WorkFutures
Angela Howard – Culture Expert
Drew Jones – Design & Innovation
Jonathan Price – CRE & Flex Expert
Tech companies and enthusiasts talk frequently about user experience (UX) in the context of making apps and software more appealing. But consumer experiences are equally, if not more, important in the physical locations where people spend time — from offices and workplaces to retail locations and restaurants, to cultural and community spaces.
JLL’s Experience Matters survey gathered insights from 12,000 respondents across 19 markets and 64 cities around the world. The findings reveal consumers’ evolving expectations and preferences for the spaces they visit, measured across eight priority areas from technology integration; to exclusivity and quality; to sustainability and social connection and more.
The survey also illustrates the role of consumer experiences as a value driver in real estate decisions. For example, experience-led design can support talent attraction, increased footfall and spend in retail spaces, and customer and employee satisfaction for corporate occupiers and tenants.
Additionally, 69% of consumers surveyed expressed willingness to pay a premium for high-quality experiences.
Balancing a variety of consumer priorities
JLL’s survey reveals that consumers’ expectations for real estate experiences focus on basic needs first. Safety and security were consumers’ most important priorities, followed by accessibility and convenience.
For example, 69% of respondents characterized “availability of multiple amenities in one place” as very important or extremely important for leisure destinations, and 67% said the same for retail destinations.
Consumers surveyed by JLL also rated wellness, uniqueness and opportunities for fun as top experience drivers, which suggests a need to balance convenience and consistency with dynamic, novel experiences.
The type of setting also plays an important role in consumers’ expectations, with respondents seeking relaxing atmospheres in restaurants, distinct design and excitement in cultural spaces, and personalization in retail locations.
And no matter what kind of space they’re in, consumers value family-friendly environments and unique experiences.
Catering to demand for personalized experiences
JLL’s Consumer Experience survey indicates that today’s consumers are seeking personalized experiences in commercial spaces that reflect their identities and values. Many of those surveyed cited ethical sourcing, local businesses and places that support social connection as high priorities:
- 69% want to shop at places that align with their personal values;
- 68% prefer to purchase products produced in their local region over those produced globally; and
- 66% prefer to support local businesses over multinational ones.
The survey also revealed generational differences in expectations around personalization, which can be a critical driver of trust at mixed-use developments in particular. For example, 74% of overall respondents agreed with the statement “I like to visit brands that recognize me as a customer and personalize my products or experience.” This sentiment was highest among those between the ages of 35 and 44, 79% of whom agreed, and lowest among those older than 64.
Integrating health, wellness and green spaces
In addition to personalization, identity and values, consumers increasingly expect the places in which they spend time to prioritize sustainability and wellness. Where in the past, the driving forces behind sustainable design and developments were regulation and energy efficiency requirements, now consumers, employees and residents are expressing greater concern for environmental and social sustainability.
Nearly three-quarters (74%) of those surveyed by JLL agreed that wellbeing and green spaces near workplaces were important to them.
When it comes to attributes of sustainable spaces, health and wellness was a top priority in both leisure and retail environments, with more than 60% of respondents ranking it as a very or extremely important factor in their experiences.
Finally, 71% said it was important that they live in a “healthy city,” with more green space playing an important role in wellbeing.
Embracing intentional technology curation
Practically every aspect of our day-to-day lives has been transformed by advances in technology, and the built environment is no exception. While older generations are less likely than younger ones to view technology as important to buildings and places, 67% of respondents to the survey agreed that living in a city known for being ahead of the technology curve is important to them.
More than half of respondents also agreed that cities should be digitally enabled and integrate the latest technology into buildings and public spaces; however, among those aged 18-54, more than 70% agreed, compared to 60% of those 55-64 and 51% of those over 64.
The survey found that fewer consumers are eagerly embracing AI. While more than 70% of respondents between the ages of 18 and 44 also agreed with the statement “the integration of AI into city infrastructure will significantly improve my daily urban experience in the future,” only 41% of those older than 64 share this sentiment.
As technology becomes more ubiquitous, a new typology is emerging in the built environment: according to JLL’s research, almost two-thirds of people are seeking technology-free spaces.
It’s important to note that those who express interest in “digital detox” spaces were also more likely to embrace technology including AI, VR and smart buildings, as well as to express interest in AI-enabled spaces for entertainment and infrastructure.
This suggests that most consumers are looking for intentional technology curation that enhances rather than replaces human connection — while also balancing digital enablement with authentic experiences.
Consumer experience is an increasingly vital component of development and location strategies for the future of work. From considering the overall “street to seat” experience for employees in corporate office environments, to designing retail experiences that combine innovation with convenience, commercial real estate decisionmakers must stay a step ahead of consumers’ expectations to thrive in today’s competitive environment.
