Operational Real estate is a few things, its experiential, satisfaction of the end-user and stellar service. With a shift toward buying an experience over buying a product customer loyalty is no longer guaranteed. As a result, companies are now offering hospitality-centric experiences. More institutional capital is moving towards this as the experience economy is driving the end user. For instance food service is now an important part of retail, office buildings are adding more concierge-type services such as dry cleaning, valet parking, package delivery, etc.. Do not expect this to be a trend but a new way of operating in the future. As the end users become more savvy and the market demands a heightened sense of experiential design the market will respond in kind.
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