Coworking and social interaction: the Tribe model expands at Milan's Malpensa Airport
Generating incremental revenue
Tribepresso at Milan Malpensa Airport shows how social and workspace areas can generate value even in an environment dominated by transit traffic with the significance of these areas to be interpreted differently from that of an urban hotel. “Their value lies not so much in expanding the transient clientele, but in generating incremental revenue and scaling up the brand’s positioning,” explains Enrico Perari, general manager of Tribe Milan Malpensa.
Food & Beverage is good for revenue
Open spaces account for between 15% and 30% of non-room revenue, thanks mainly to the Food & Beverage area open to the public, to events and to the flexible use of co-working spaces and workstations. The aim is to transform the hotel into a vibrant and recognizable place, not merely a transit facility. 
An increase in ancillary spending
Tribe guests constantly alternate between work and socializing. “The room is not the only functional space: the communal areas become a natural extension of the office,” says Perari. Phone calls, laptop work and informal meetings take place as guests move between their rooms and shared spaces, leading to a less confined stay and greater social interaction. The main economic benefit is not a longer stay but the increase in ancillary spending. For the Accor group, the format could become a response beyond the airport, in logistics hubs, exhibition centres and railway stations. “It is not just a design hotel, but an integrated ecosystem of accommodation, work and socializing."
