Published Wednesday, August 8th, 2012, by Mike Sullivan.
Regus sets the business center industry bar for partnerships. Officing Today covers the most strategic ones so that our members can get new ideas for building better alliances. The following story outlines a theme business centers should consider regardless of how it is executed: boosting productivity.
Regus just inked a deal with United Airlines. Essentially, United’s MileagePlus members can earn additional award miles when they book Regus business services, from executive office suites to virtual office space to various other productivity-oriented add-ons.
Regus already had an existing strategic alliance with United, but the extended agreement works like this: MileagePlus members earn seven award miles per dollar spent on a new virtual office – which Regus defines as a prestigious business address and access to select office support – meeting room or video communication booking.
MileagePlus members will also earn five award miles per dollar spent on new full-time office agreements at any Regus location. United MileagePlus Premier members also receive a free Businessworld Gold program membership. That membership gives them access to Regus’ global network of more than 1,200 business lounges in 95 countries.
“We look forward to providing MileagePlus members with drop-in access to any of our high quality business centers around the world,” says Michael Haas, director of partnerships at Regus. “They will have access to all the resources and business support they need to be productive.”
The Productivity Takeaway
And there’s the key theme you should pick up on as you are working to discover new ways to attract more clients to your business center, either through strategic alliances or otherwise: access to all the resources and business support they need to be productive.
Regus is promising that this deal with United will help business travelers more easily work when on the go. It complements the recent mobile worker push Regus is making in Europe. But you don’t necessarily have to build mobile workstations at gas stations or partner with international airlines to help your clients drive more productivity wherever they are.
Thinking Outside the Box
Indeed, there are other ways to help your clients remain productive. Start thinking out of the box. What about a napping room in your business center? A closet-sized room with a comfortable reclining chair that would give business travelers a few minutes to rest their weary eyes while charging their electronic devices on their way to the next meeting?
How about a more robust meal service so travelers passing through your business center can keep working rather than having to stop to deal with hunger pains?
The point is to find the practical pain points that slow down work for business travelers and address them. Sure, partnering with airlines is one way to get brand awareness for your business center but not every operator has the resources to compete on that level.
By thinking out of the box – and by considering the practical needs of your business traveling clients – you can win your fair share of clients and keep them loyal.