---
title: "The Class A amenity arms race"
description: "What the trophy amenity programme looks like in 2026 — and which features actually drive tenant retention."
canonical: https://classa.info/guides/office-amenity-arms-race
pageType: guide
lastUpdated: 2026-04-01T00:00:00.000Z
license: "CC BY 4.0 with attribution to Class A Atlas (https://classa.info)."
---

> The trophy amenity bar in 2026 is an entire dedicated floor.

## 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.

# The Class A amenity arms race

By The [Class A](/glossary/class-a) Atlas Editorial Desk · 2025-10-01T00:00:00.000Z · 8 min read

**What the trophy amenity programme looks like in 2026 — and which features actually drive tenant retention.**

## 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](/glossary/end-of-trip) (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](/glossary/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.

## Editorial provenance

Reviewed by [**Class A Atlas Editorial Desk**](/about/authors/class-a-atlas-editorial-desk) — House byline · global editorial team. Last updated 2026-04-01. See our [methodology](/about/methodology) and [editorial standards](/about/editorial-standards).

### Primary sources for this page

- [CBRE Marketview reports](https://www.cbre.com/insights) — CBRE
- [JLL Office Insight](https://www.jll.com/en/trends-and-insights) — JLL
- [Cushman & Wakefield Marketbeat](https://www.cushmanwakefield.com/en/insights) — Cushman & Wakefield
- [Savills World Research](https://www.savills.com/research_articles/) — Savills
- [Colliers Global Office Outlook](https://www.colliers.com/en/research) — Colliers

[Full sources index](/about/sources) · [Submit a correction](/about/corrections)

## Related topics

- [**Hybrid Workplace Strategy**](/topics/hybrid-workplace-strategy) — How to size, structure, and lease a Class A office for a hybrid workforce.
- [**Trophy Asset Selection**](/topics/trophy-asset-selection) — How to identify and evaluate trophy Class A assets for a flagship requirement.
- [**Workplace Talent Strategy**](/topics/workplace-talent-strategy) — How office location, building tier, and workplace experience shape talent attraction and retention.

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Citation: Source: Class A Atlas (https://classa.info/guides/office-amenity-arms-race), updated 2026-04-01T00:00:00.000Z.