TL;DR
- The trophy amenity bar in 2026 is an entire dedicated floor.
- Conferencing, fitness, food, lounge, and event space are now baseline.
- End-of-trip facilities (showers, lockers, bike storage) drive measurable retention.
- Concierge food, member-club partnerships, and tenant-event programming are differentiators.
- Amenity capex is the highest-ROI line item in trophy reposition budgets.
What the trophy amenity programme looks like in 2026
An entire dedicated amenity floor (typically 25,000–60,000 sqft) housing tenant lounges, conferencing, full-service food, fitness, wellness, and event programming. Trophy benchmarks: Hudson Yards (Equinox tower amenities), 22 Bishopsgate (Cloud), Mori JP Tower (multiple amenity floors).
Baseline vs differentiator
Baseline now includes conferencing, fitness, lounge, and food. Differentiators include concierge food programmes, member-club partnerships (Soho House, Core Club), tenant-event curation (speaker series, fitness classes, social programming), and outdoor terrace amenity at scale.
End-of-trip facilities
Showers, lockers, and secure bike storage have become essential — particularly in cities with strong cycling commute share (Amsterdam, Copenhagen, Sydney, London). Tenant tour conversion drops measurably for buildings without credible end-of-trip provision.
Amenity ROI
Amenity capex is consistently the highest-ROI line item in trophy reposition budgets. Tenant retention rates lift 5–15 percentage points; rent premiums of USD 5–15 per sqft are common; lease-up periods compress 6–12 months.
Frequently asked questions
- Is amenity over-built?
- In some submarkets, yes — every Class A building now offers a baseline amenity package. The differentiation is in programming and execution, not the room count.
- Do tenants pay for the amenity?
- Yes — typically through op-ex pass-through. Trophy amenity programmes can add USD 8–15 per sqft to op-ex. Confirm in the lease whether amenity opex sits inside the cap or is excluded.