How can we optimise co-living for the digital nomad era?

Purpose
This research examines digital nomads’ customer priorities and opinions of the services offered by co-living accommodation providers, aiming to understand their needs through an analysis of their experiences, and identifying implications for hospitality.

Design/methodology/approach
An inductive qualitative approach was used to identify what digital nomads look for and value in co-living spaces. Using netnography and thematic analysis in NVivo, 1,052 online user reviews of 10 co-living providers on Trustpilot from 2018 to 2024 were collected and analysed.

Findings
Findings identified a variety of benefits and challenges of co-living for digital nomads. Data showed that the ability to integrate work, life and community in co-living environments were priorities for digital nomads, an integration which allows them to balance professional productivity with social and emotional well-being. Accommodation quality, workspace functionality, logistical support and privacy also emerged as priorities: inadequacies in these areas were among the most frequently reported challenges.

Practical implications
This research provides practical and managerial insights for co-living operators and hospitality stakeholders to consider when designing accommodation and organising services, to best cater to the unique needs of digital nomads.

Originality/value
This study advances theoretical understanding of co-living by applying spillover theory as a sensitising concept to explore digital nomads’ work−life integration. It fills a gap in hospitality research by linking digital nomadism with co-living experiences, offering actionable insights into customer priorities.