The survey demonstrates the growing influence of the experience economy in shaping real estate developments, a trend outlined in JLL’s inaugural 2024 Consumer Experience Survey. This year, 74% of consumers globally expect cities to offer new experiences, and 69% are willing to pay a premium for high-quality experiences, up from 64% in 2024. Convenience and safety are top two factors preferred for experience in the built environment, followed by wellness, uniqueness and fun – highlighting the need for developers and occupiers to increasingly deliver dynamic and high-quality amenities without compromising on basic factors of accessibility and functionality. Walkability and proximity to amenities also remain critical, with 74% saying it is important for their local neighborhood to be walkable, with access to amenities within 15 minutes of their home.

Emerging economies like India, China, UAE, and Brazil are not only leading in values-driven decision-making, but also show the highest enthusiasm for AI and technology integration – alongside the U.S.– compared to more cautious attitudes in other developed markets. In these regions, the digital contradiction presents both a challenge and an opportunity for developers and occupiers, as consumers balance the need for convenience with the desire for healthier, more meaningful lifestyles.

Health and wellness are increasingly driving consumer decisions on where to live and visit, with a direct impact on requirements for destination spaces in cities, neighbourhoods and workplaces. With 71% of respondents agreeing on the importance of living in a healthy city and 68% ranking health and wellness as an important factor in influencing their choice of place for varying activities, wellness continues to fundamentally reshape real estate decisions. 

Younger more health-conscious generations continue to drive the global focus on the consumer wellness economy seen in recent years, with 76% of 25-34 year-olds prioritising healthy cities and 71% ranking “health and wellness” as top factor for the places they visit.

While healthy building standards have increased in recent years, there is a need for greater investment in wellness amenities, biophilic and health-focused design, and the consideration of green environments in location strategies for real estate to stay current and meet expectations of consumers, tenants, and occupiers. Seventy-seven percent of full-time workers surveyed think green spaces near their workplace improve well-being, and 64% of consumers choose to visit, shop, and socialize in places that have greenery and natural materials. Moving forward, the integration of wellness features will no longer be a nice-to-have amenity, but an essential component of competitive real estate offerings.

“Over time, employees have been overwhelmed by a proliferation of building and workplace applications originally intended to enhance amenities, services, and daily work activities. The volume and complexity of digital workplace technologies in aggregate have now produced an adverse negative employee reaction to overly digitized work environments,” said Peter Miscovich, Executive Managing Director, Global Future of Work Leader, JLL. “AI enabled workplace solutions ideally should operate quietly in the background—anticipating individual needs, supporting health and wellbeing – while reducing the human administrative burden. AI also should function as an invisible, human-centered platform that delivers positive workplace experiences and should seamlessly curate spaces, personalize services and foster meaningful social connections that really matter. We need human-centric AI-enablement that helps to lower stress and creates more positive workplace experiences and not overwhelming technology that only adds more human stress and creates negative workplace experiences.”

Personalization has also emerged this year as a key priority for consumers. While it has become increasingly common in products and retail in recent years, we’re now seeing personalization translate into broader expectations on places and spaces, as 66% of respondents choose places that align to their personal values over convenience or price.

As it manifests in real estate, this trend emphasizes a greater focus on human interaction within spaces, broader choices in amenities as people select spaces aligned with their values and lifestyles, and the intentional use of technology to enhance activities and interactions. For example, 68% expect shops and retail spaces to provide more than just products (e.g., customer events, in-store experiences, etc.), and furthermore, 59% of respondents like to use innovative digital technology, like AI-powered apps, to book entertainment or travel, but 65% prefer to shop in person rather than online, highlighting the importance of face-to-face interactions. At the same time, 63% believe that AI integration in entertainment venues and spaces will enhance experiences by making visits more personalized and enjoyable.

Real estate must consider how it can use a combination of technology, brand strategy, and space/events programming to create hospitality-focused spaces, with welcoming environments and human interaction, for more personal and memorable experiences.

“What we're seeing is a sea change in how consumers perceive value in the built environment,” said Amanda Kross, Head of Americas Consulting, JLL. “Where we once saw people gravitate toward premium finishes or exclusive amenities, today’s consumers seek out spaces that reflect their personal values and support authentic connections. The 74% of respondents who prefer brands that remember them aren’t asking for more complexity – they’re asking for more humanity. This creates tremendous opportunity for developers and occupiers who can deliver personalized experiences while maintaining the simplicity and trust that builds long-term loyalty.”