Rich pickings from a growing pool of remote workers, but the marketing and storytelling will need to fit the product for it to really take off.
Future of Work
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A new operating model is emerging that could give resort operators a chance to recoup losses after their lost summers. They’re being encouraged to tap into the digital nomad market by partnering with established communities, as well as mid-term rental platforms.
Now Austria-based Falkensteiner Hotels & Residences has teamed up with Grabahome, and is looking to fill its properties with remote workers during the low season.
It’s currently conducting a pilot project in Zadar, Croatia, which began on Sunday. The CEO of Grabahome predicts it will catch on throughout Europe.
“We saw the digital nomad village in Madeira in February, and that inspired us to do something in Croatia,” said Mario Mrksa. But he’s calling his version “The Valley,” as he's thinking of the sort of people who might usually work in Silicon Valley.
“Digital nomads don’t like to be in overcrowded places, so this is the best solution. From October until May, they get more affordable prices, and a more local experience, which is hard during summer," he added.
Mrksa struck a deal with the hotel, as accommodation rates can fall more than 50 percent during the off season. For longer stays, one week in the new Falkensteiner "valley" now cost from just $150, but nomads are being housed in mobile units, rather than the neighboring hotel rooms — although they do get access to the resort's facili