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Why do new buildings increasingly resemble hotels? - La Nacion Propiedades
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Por qué los edificios nuevos se parecen cada vez más a un hotel
La mirada de los especialistas locales permite entender cómo estas tendencias globales se traducen en decisiones concretas de diseño y desarrollo
www.lanacion.com.ar
December 30, 2025
The perspective of local specialists allows us to understand how these global trends translate into concrete design and development decisions.
Some buildings reserve the amenities area on their top floor to democratize the views and allow all residents to enjoy the highest vista.
The premium real estate market is undergoing a profound redefinition, in which amenities are no longer merely aspirational additions but have become a structural component of the residential experience . This transformation stems not from a mere aesthetic whim, but from a broader cultural shift: new ways of living , the rise of hybrid work, the pursuit of holistic well-being, and the consolidation of services that were once exclusive to the hotel industry.
According to international reports, buildings projected for 2026 are conceived as flexible, connected spaces capable of supporting diverse lifestyles , with amenities that add real value to residents' daily lives. This trend aligns with a market that prioritizes quality of life , adaptability, and the integration of services that were not previously part of the traditional offerings of a residential building .
In this context, the perspective of local specialists allows us to understand how these global trends translate into concrete design and development decisions. For Alice Pfeiffer, Branch Manager for Nordelta and Puertos at Achaval Cornejo, the starting point is clear: “Obviously, the issue of amenities depends on the quality of the buildings. In premium buildings, what is sought is quality and that the amenities are truly useful.” Her approach summarizes a shift in the times: it is no longer enough to simply accumulate spaces; rather, each space must have a defined purpose and be genuinely used by the residents.
One of the amenities at Huergo 475 is a reading and library space.Consultation
OM Botánico offers a special space for the practice of yoga
The rise of hybrid work is one of the most visible drivers of this transformation. The demand for coworking spaces within buildings has gone from an emerging trend to a growing standard. Pfeiffer explains it clearly: “New coworking spaces in buildings include good meeting rooms, enclosed and suitable for virtual meetings, for example.” The difference between an improvised space and a professional one marks the boundary between a decorative amenity and one that actually improves daily life.
New buildings will increasingly incorporate multifunctional spaces that allow residents to combine work, leisure, and socializing without the need for constant travel. At the same time, the hospitality model —typical of hotels—is being integrated into residential design, with services focused on experience, comfort, and personalized attention, a trend also observed in the US and Canadian markets, according to the PwC and ULI Emerging Trends in Real Estate® 2026 report.
In Argentina, this convergence of well-being, functionality, and service is also accelerating. Alan Flexer, branch manager of Narvaez Real Estate in San Isidro, points out that “amenities in premium projects are evolving toward a focus clearly linked to wellness and holistic well-being , which has now become a central axis in residential design.” It's no longer just about a traditional gym, but about spaces designed for new forms of training, such as calisthenics, functional training, or practices that promote a more mindful lifestyle. This trend coincides with the global growth of sports areas and physical activity zones within buildings, which aim to foster healthy habits and reduce the need for travel.
A space for entertainment and relaxation for young people and teenagers. Consultation
Some buildings include an indoor pool in addition to the outdoor one.Massana Group
Training and wellness spaces remain keyMassana Group
Flexer also highlights a growing trend: collaborative amenities . “Amenities designed for collaborative use and practical utility are emerging strongly, where the concept of sharing takes center stage,” he explains. Among these, he mentions an example already appearing in high-end developments: “Spaces with shared toolboxes, allowing residents to access various items without having to purchase them individually. Technology enables the control of usage and even the organized rental of these resources.” This logic of shared resources aligns with global trends aimed at optimizing costs, reducing consumption, and promoting a more efficient use of spaces and objects.
The focus on well-being also extends to pets, which now occupy a central place in residents' lives. Flexer notes that "pet-related amenities are being added to meet an increasingly common demand." From pet spas to dedicated recreation areas, these spaces are becoming established as part of the new standard for premium buildings.
Meanwhile, rooftops continue their expansion as social spaces and recreational areas. Pfeiffer points out that “rooftops are being used a lot for living areas, fire pits, grills, and of course, good indoor and outdoor pools, heated pools, but basically anything that improves people's quality of life .” The key, he insists, is that these spaces are truly usable and not just decorative: “For me, the important thing about amenities is that they are designed to really make a difference to people, and not just a bunch of small lounges or tiny gyms.”
Just as there are games for children, more and more spaces are being incorporated for teenagers.
After the pandemic, coworking spaces within buildings are in high demand.
A place to receive your supermarket purchases when you're not home, and which you can pick up when you arrive.
Globally, digitalization is also being integrated into amenity management, allowing guests to reserve spaces, organize activities, and even manage services remotely—a trend that will solidify in the coming years. In more developed markets, the incorporation of technology is also linked to energy efficiency and process automation, aspects that are slowly beginning to permeate local developments.
Looking ahead to 2026, the outlook is clear: amenities are no longer an accessory, but a competitive differentiator that defines a project's identity and its ability to adapt to new ways of living. The convergence of well-being, functionality, technology, and experience will shape the future of premium developments, both in Argentina and in major international markets. And, as experts point out, the challenge will not be adding more spaces, but designing them with purpose, quality, and a real impact on daily life.
Some concrete examples of living and working
The Nómada project, located at the corner of Santa Fe and Bullrich avenues, will feature over 1,600 square meters of amenities designed for well-being, including an 800-square-meter landscaped terrace, an infinity pool, an events hall, a coworking space, gourmet lounges, and recreational areas for children. “It’s not just about having common areas, but also about providing services,” adds Alex Sakkal, one of the directors of the developer, Grupo Nómada.Along the same lines, Andrés Neumann, co-founder and CEO of the company, explains that “what matters most to us about a building begins when it’s finished : how people live in it, how they use it, what it contributes to their daily lives. This project was conceived from that perspective, focusing on the real well-being of its residents .” In fact, they even designed a “library of things .” What does this mean? A space where all residents can access tools, a steam cleaner, a bicycle tire inflator, a printer, or any of those items that families might need at some point but don’t have. “We have to take advantage of the principles of the sharing economy ,” he adds.
Nómada will have a rooftop bar overlooking the cityGentleness
A space for children very different from traditional playrooms. Gentleness
In addition, the project will include a cashierless supermarket open 24/7 , a car rental system for day rentals , bicycle rentals, and electric vehicle charging stations.
“We believe that projects should make people’s lives easier, which is why we’re proposing an ecosystem of everyday services such as on-demand cleaning, pet walking, and wellness activities , under a pay-per-use model . Everything can be paid for through an app,” the developers explain.
Meanwhile, Eduardo Costantini , a key figure in the Argentine real estate market, inaugurated his latest architectural project in downtown Buenos Aires: Huergo 475. This 38-story tower, representing a US$90 million investment, stands steps from Puerto Madero, transforming an area that was historically a hub of heavy traffic into a new urban center with a distinctive blend of luxury and community.
The architectural design, by the Adamo-Faiden studio, aims to foster community living at high altitude. Its amenities , including a library, coworking space, wellness center, gym, pool, and rooftop grills , are distributed throughout the tower's various levels. This configuration, which adds up to more than 1,500 square meters of common areas , allows all residents access to panoramic views and shared experiences, reinforcing the concept of "democratizing high-rise living ." Regarding this, Marcelo Faiden, the project's architect, noted: "It doesn't matter if you live in a studio apartment; you can use the entire tower. That makes it much more human. It's part of a system."
At Huergo 475, the common areas are distributed throughout the height of the building.Consultation
Open and closed spaces for meeting and building community
Adding green spaces to buildings is a trendConsultation
But people's well-being isn't only sought (and found) in the buildings where they live, but also where they work. New coworking spaces in Buenos Aires offer services previously unimaginable in the corporate world and are redefining the work experience.
“The future of work isn’t just about square footage, but about experiences that empower individuals and companies ,” explained Uri Iskin, CEO and co-founder of HIT Cowork, during the presentation of the new building. The latest location to open is HIT Polo, located at 3500 Dorrego Avenue in Palermo, specifically in the new Paseo Gigena shopping center .
With an investment of US$5 million and 5000 m² of flexible offices , the building offers meeting rooms, social spaces and amenities that are at least unusual for an office : from a wine cellar, to a hair salon, a nap room with beds, a massage room, an auditorium for more than 250 people, a running track , medical offices and a cafeteria.
Along the same lines, and to encourage new generations to return to the office without feeling obligated, a radical reinvention of the workplace concept appears to be the answer. To this end, the IRSA group , owner of the country's main shopping malls, invested US$2.5 million in a "corporate club" style project focused on well-being and entertainment.
Located in the former Philips building , within the DOT Hub, Workplace by IRSA combines coworking with amenities that break with the paradigm of a traditional office : from a nap room with beds to rest, to a space with massage chairs, to four glass-enclosed paddle tennis courts at height, visible from the Pan-American Highway.
Padel courts at height in an office building
It is 10,000 m² in total, with 8,000 m² built , which allows to accommodate up to 900 people distributed over three floors of offices, focused mainly on technology companies and startups .
Amenities are becoming the primary value proposition for companies when it comes to attracting employees . Today, this space is presented as the "AAA plus of offices," as defined by Ben Elsztain, creative director of Workplace by IRSA.
“What we offer is a model designed to make coming to the office a choice, not an obligation,” the company says. The complex, which started with three companies, now has 50 , including Rappi, Pomelo, Ripio, Henry, Casheo, and Crafters, with 95% occupancy. The majority of employees are between 21 and 35 years old, and there are already 2,000 registered workers.
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