EXCLUSIVE: CBRE To Offer Enhanced Hospitality Services For Its 2,500 Buildings Worldwide

About a year after CBRE bought Industrious, the world’s largest commercial real estate brokerage is bringing the coworking firm’s hospitality and front-of-office expertise to its corporate office clients.

CBRE has launched Experience by Industrious, an enhanced hospitalitylike offering for office landlords that runs the entire gamut of a facility’s experience for its employees, Bisnow can first report. The offering will cover arrival interactions, food and beverage offerings, and other moments that define how employees feel when they come to the office, CBRE said in a press release.

The goal is to get employees to want to come to work, a major issue facing companies as they increasingly shift away from work-from-home policies. CBRE has tapped Anna Squires Levine, a long-term Industrious executive who recently served as president, to lead the effort.

“I kind of feel like anyone who needs to go outside of their home for work, for them, to feel seen and cared for in their work environment” is critical, Levine, CBRE’s newly named global head of experience services, said in an interview.

“For a long time, the research has proven that engaged teams … produce more profitable businesses,” Levine said. 

Levine said CBRE is initially targeting corporate headquarters operations and major office operations for its services. She said the offerings will range from front desk operations to employee conferencing management to parking and food and beverage services. Other services can include wellness offerings, childcare and pet walking.

“My goals are that we at CBRE will be the best in the world in providing these services,” she said, adding that the company plans to partner with third-party operators on some of the service offerings.

During an April earnings call, CBRE CEO Bob Sulentic said the number of Industrious units it opened has “exceeded our expectation in underwriting” and that CBRE clients have been seeking its services outside of Industrious locations.

“We're also seeing that Industrious' capability as an experienced company is becoming an increasing opportunity for us with our corporate clients on the facilities management side of things,” Sulentic said during the call.

Experience by Industrious will fall under CBRE’s facilities and property management platforms, which posted revenues in the first quarter of $5.2B and $684M, respectively. Revenue numbers were up from the same period in 2025.

Levine said she sees CBRE becoming a one-stop shop for building owners needing to coordinate and operate their amenities and property management under a single platform. The new model will leverage the firm’s more than 7,000 employees who already operate front-of-house services.

CBRE’s pivot to enhancing commercial real estate concierge services follows a larger pattern of growth in the concierge services industry. The industry is expected to grow from $773M in 2025 to nearly $1.4B by 2033, according to Grand View Research.

“The industry is experiencing sustained growth due to structural shifts in consumer behavior, workplace dynamics and service delivery models,” Grand View said in its report.

For employees, that sort of white-glove approach to building management is becoming an increasing factor in hiring and retention beyond the basics of pay and benefits, according to an MIT Sloan Management Review article last year.

“In other words, pay matters when someone is already looking to leave — it affects where people apply for a new job. But if you want to prevent people from starting that job search in the first place, emotional needs matter most,” the authors wrote.

Levine said CBRE is addressing how to shorten the elevator wait time for employees. That wait time can last up to a dozen minutes because employees in the morning are flocking to the single floor with coffee service, Levine said. 

CBRE is also adding new coffee stations, including mobile ones, informing employees of alternative entrances to the building and using lobby greeters in an effort to cut that wait time in half, Levine said. 

Levine said the enhanced concierge services can be expanded beyond office environments and into hospitals, warehouses, laboratories and data centers.

“I will say I am speaking to clients every day who talk to me about manufacturing sites and how we can reenvision breakrooms,” she said, adding that manufacturers are increasingly realizing the cost it takes to replace workers who leave for other jobs.

“They understand that investing in their employees’ experience is going to increase productivity and save them money and headaches in the long run,” Levine said. “The question of how does someone feel when they come to work is universal.”