Andrew Troostwijk

Licensed Partner

Office Hub

Sales & Marketing

Scan to view
on your phone

Watch Recordings

Recorded sessions from Coworking Tech Week featuring Andrew Troostwijk.

40min

How discovery and demand differ across coworking markets, and what that means for operators and tech?

Sales & Marketing

Chapters

0:00How Coworking Discovery Differs by MarketThe session opens with a look at how people find coworking and flexible office products across different regions. The speakers set up the discussion around marketplace demand, operator visibility, and how customer behaviour changes from one market to another.3:22Meet the Platforms Behind the Market DataWerksy, Letswork, and Office Hub introduce their models, from hourly coworking access to regional marketplaces and global office search. This gives viewers the context behind each speaker’s perspective before the discussion moves into demand and conversion.9:44How People Find Coworking Spaces TodayThe panel compares discovery patterns in the UK, Dubai, and the Netherlands, including search behaviour, social media, WhatsApp, referrals, and practical filters like price and availability. This section is useful for operators who want to understand where demand actually starts.16:24What Turns Workspace Interest Into a BookingThe discussion moves into conversion, covering day passes, hourly access, membership trials, office viewings, and corporate pilots. Viewers can watch how different customer types move from first interest to commitment.27:18What Platform Data Reveals About Coworking DemandThe speakers share what they are seeing across multiple markets, including local workspace demand, suburban work, team size, usage patterns, and deal speed. This chapter highlights the kind of demand signals that individual operators may miss from their own location data.36:31Are Coworking Platforms Creating New Demand?An audience question opens a discussion on whether platforms bring new people into coworking or simply move existing demand between spaces. The panel looks at users coming from cafés, homes, libraries, communities, and other informal work settings.38:28What Makes People Choose One Space Over AnotherThe speakers discuss the factors that influence conversion, including price, location, design, amenities, experience, flexibility, and lease terms. This section is especially relevant for operators comparing individual users, teams, and enterprise customers.39:41Will Coworking Pricing Become More Dynamic?The panel explores whether flex workspace pricing could move closer to hotel-style pricing, especially for meeting rooms, day products, and live availability. Viewers can watch how operators and platforms are thinking about pricing, supply, and demand.43:16When Marketplaces Help or Hurt Coworking BrandsThe final audience question focuses on marketplace positioning, brand perception, pricing pressure, and curation. The speakers discuss what operators should consider before choosing where and how their spaces appear online.

About Andrew Troostwijk

Andrew Troostwijk is a senior advisor and entrepreneur in the flexible workspace sector, with more than 30 years of international experience across Europe and Asia-Pacific. Through ventures including HubClub and OfficeHub, he works with corporates, scale-ups, landlords, and operators to design and scale flexible workspace solutions that align with business strategy, culture, and long-term growth.

His perspective is shaped by seeing the market from multiple angles, as an operator, business builder, and advisor with first-hand exposure to hundreds of coworking and flexible workspace environments. This gives him a practical understanding of what works in real life, beyond market trends and sales narratives.

Andrew’s work focuses on helping organisations make better workplace decisions before contracts are signed, reducing risk, avoiding costly misalignment, and improving adoption and employee satisfaction. With a strong belief in independent, transparent advice, he is known for bringing clarity, realism, and long-term thinking to the future of work and flexible real estate.

Talk at CTW 2026

All session times are shown in UK time [UTC+1 | BST] (Europe/London).

Friday, Apr 244:00 PM UK time · 40minSales & Marketing

How discovery and demand differ across coworking markets, and what that means for operators and tech?

Coworking spaces don’t just need to operate well, they need to be found, chosen, and filled.

Today, that journey increasingly happens through platforms, marketplaces, and new access models that connect demand to supply. From first discovery to final booking or contract, technology is reshaping how spaces attract and convert users.

This panel brings together three different approaches to explore how coworking spaces get discovered and sold today, what role platforms play in that process, and how operators can use these tools effectively without losing control of their business.

Discover More Speakers

Explore the full lineup of industry experts and innovators at Coworking Tech Week 2026.