Experience matters 2025 Q&A

Consumers now expect standout experiences in every space—not just retail or hotels, but offices and public places, too. JLL’s latest Experience Matters Survey, featuring data from 12,000 consumers across 19 markets, shows heightened expectations are reshaping how investors, developers and occupiers approach every decision across corporate real estate (CRE) functions.

In this Q&A, strategic consulting experts share insights on this trend and what CRE decision-makers stand to gain by using experience data to develop future-focused strategies.

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Ruth Hynes (RH): Experience design was historically seen as a value-add, but it’s become a norm now. For asset owners, you risk having your building become obsolete when it no longer meets the needs of people you want to attract.

Amanda Kross (AK): You may also consider that your competitors are investing in experience not just for their customers, but for their workforce, too. If you’re putting effort into building your brand with consumers, you should also think about how you're bringing it back into your workplace. It'll enhance the “stickiness” of your organization for top talent.

Lee Daniels (LD): The traditional approach in some markets, encapsulated by the motto “if you build it, they will come,” no longer holds true. It’s crucial to prioritize the user experience; otherwise, there is a risk of creating redundant assets and incurring significant financial losses. For example, a developer in Saudi Arabia engaged us to create an experience strategy for a series of residential developments. To make sure the assets continue to attract tenants over time, we analyzed consumer experience and demographic data to predict what future residents will value.

LD: Providing five-star hospitality service and “wow” assets takes a greater investment, so first and foremost, you need to consider your budget.

AK: Building on Lee’s point, we see more companies acknowledging that it’s not financially responsible to invest in everything. We’ve been working with a financial services company to elevate their workplace experience, focusing on what will add value while upholding their fiduciary responsibilities. It’s not worth the investment if you don’t invest in the right things.

RH: People want to know that the places they visit are sustainable. Our data shows that sustainability is particularly important for younger generations, so companies that tie their ESG approach with their brand gain an advantage with emerging top talent.

AK: When it comes to social sustainability, you really have to understand what your workforce wants and how to bring your company values to life in the physical workplace. For example, there’s a media company in New York that really values and supports local businesses. So instead of having a fitness center and food service in their building, they form partnerships to incentivize their employees to get out and support the local economy.

RH: We were surprised to see that the people who are most open to technology-enabled spaces don’t want to be connected all the time. It shows that people want the option to pull away from technology sometimes to allow human creativity and social connection to happen.

LD: People want digital technology to be there when they need it, but it needs to be less intrusive. Integrated digital infrastructure is about technology identifying user needs to make life easier.

RH: Our data shows differences among demographic groups, so it’s really important to think about what each group needs and how you can deliver balanced spaces and amenities that appeal to multiple types of people. Sharpening focus on what your target users want will help ensure your property delivers the right kind of experience to maintain or enhance its value.

AK: Corporate occupiers need to plan for diversity of experiences in a portfolio, and those experiences should reflect the needs of your specific workforce. That’s where our research comes in. The data tells you what will move the needle so you can invest where it matters.

LD: Everything boils down to cost and return on investment. You have to use the data to figure out how to balance experience goals with your budget.

As consumer expectations continue to evolve, our Experience Matters research can help you understand what people really want from the built environment so you can invest where it counts most.