Redefining Experience in Coworking Spaces: How Terminal is Transforming Work in Georgia.

Moving beyond the interior narratives explored in our previous case studies, we now shift focus to the concept of experience in coworking spaces—a rising trend set to define the coworking industry in 2025. Terminal in Tbilisi, Georgia’s first coworking brand, stands as a trailblazer in this space. By creating environments that go beyond functionality, Terminal fosters connection, loyalty, and a profound sense of belonging, setting the standard for what member experience can achieve in this evolving market.

In our previous coworking case study series, we delved into design-forward spaces across Bangkok, Portugal, and India. Through Paperwork by Paperspace, DINAMO10, and Ministry of New, we uncovered how interior design shapes coworking spaces, creating environments that reflect a brand’s ethos while supporting functionality and creativity. These insights set the stage for reimagining what coworking spaces can be—tailored hubs of design and purpose.

Now, we turn our focus to an equally pivotal element: member experience. As we approach 2025, this topic is poised to take center stage as one of the defining trends in coworking. With the professionalization of the industry accelerating, experience has emerged as the ultimate differentiator. Beyond functional amenities, today’s coworking spaces must create environments that make members feel valued, inspired, and supported. A thoughtfully crafted experience not only attracts new members but also builds lasting loyalty, fostering engaged communities that thrive over time.

But what does ‘experience’ truly mean for coworking spaces? Is it the thoughtful amenities, the personal touches, or the sense of belonging that lingers after members leave the space? How do successful coworking operators create experiences that resonate deeply with their communities? These are the questions we’ll explore in this new series. Over the next two coworking case studies, we’ll unpack the concept of member experience, offering practical tools, creative strategies, and inspiration to help you redefine how you care for your members—every single day.

As the coworking industry continues to evolve, the way you make your members feel is no longer just an added value; it’s the cornerstone of your success.

The meaning of experience in coworking spaces

Experience in itself is a big word. 

In the coworking world, experience transcends the tangible—it’s not just about ergonomic chairs, fast Wi-Fi, or the latest amenities. It’s the invisible thread that ties together how a member feels, interacts, and thrives within a space. 

Experience in coworking is the art of curating moments: from the welcoming first impression at reception to the serendipitous connections fostered over coffee. It’s about creating an environment that not only supports productivity but amplifies it by addressing deeper needs—community, belonging, and inspiration. 

A great coworking experience doesn’t just fulfill functional requirements; it builds an emotional connection, turning a space into a safe place where work feels effortless and meaningful. As coworking spaces evolve, experience has become their most compelling currency, shaping how they attract, retain, and grow communities in an ever-competitive landscape.

In “Around The World in 250 Coworking Spaces”, we had the opportunity to interview Laurent Geneslay, the Founder of a French coworking brand called The Bureau. When we talked about experience, which is something The Bureau masters, Laurent said something that sticks with us to this day: 

“I often say that a great experience is often built on what you don't see. It's everything that makes the day of your members go really smoothly.”

Laurent’s observation underscores a significant shift: the evolution of experience in coworking spaces. What once revolved around events and a pleasant atmosphere has matured into something far more nuanced. Today, the experiences members live in coworking spaces echo the codes of the hospitality industry, blending comfort, service, and connection into a seamless whole.

Before diving into a concrete example of what experience truly means in coworking spaces, let’s revisit a central idea: experience in coworking is the art of curating moments. This could be the way you tour a potential member through your space, how you greet members in the morning, or how effectively you handle and resolve any issues that arise.

Next week’s case study will take this discussion further, exploring an innovative approach to member experience in coworking. But for now, let’s make our way to Tbilisi, where Terminal offers a masterclass in what it means to make members feel cared for every day.

Coworking Case Study: 6 Insights into Member Experience at Terminal Coworking

In a country where coworking was once an unfamiliar concept, Terminal has risen as a pioneer, transforming Georgia's work culture through hospitality-driven innovation and a steadfast commitment to community. Seamlessly merging functionality with a personal touch, Terminal redefines coworking by creating spaces that inspire connection, productivity, and growth. With a network of seven locations and a reputation for exceptional member experiences, it has set the standard for shared workspaces in the region.

To delve deeper into this journey, we spoke with Jino Dollini, CEO of Terminal, who shares how the brand has reimagined coworking in Georgia, the challenges of building a culture of connection, and the values that continue to shape their success.

Terminal Coworking ‘ID Card’

1️⃣ Personalized Service as a Core Pillar

Terminal emphasizes personalization at every stage of the member experience. From handwritten birthday cards to curated perks, the CEO’s hospitality-driven approach ensures each member feels valued. These personal touches create a sense of belonging and emotional connection, showcasing how coworking spaces can build loyalty through thoughtful, individualized gestures.

2️⃣ The Power of a Community-Centric Mindset

Despite cultural barriers to community engagement in Georgia, Terminal prioritizes fostering connections among its members. With events, networking opportunities, and collaborative spaces, the brand underscores the importance of cultivating relationships as a central part of the coworking experience.

3️⃣ Elevating Membership Beyond The Workspace

Terminal created a standout feature (presented in the interview below) that enhances the member experience by offering exclusive perks, such as discounts at gyms, hotels, and restaurants. This initiative creates a sense of exclusivity and adds tangible value to the membership, demonstrating how coworking spaces can go beyond providing desks and meeting rooms to integrate into members’ lifestyles.

4️⃣ Consistency with a Local Flavor

Terminal ensures consistent quality across its seven locations while adapting to the unique characteristics of each space. For instance, the Batumi branch offers complimentary coffee instead of a full café. This balance of standardization and local adaptation ensures members feel at home no matter where they work, while still enjoying tailored experiences that suit their needs.

5️⃣ Integrating Technology for Seamless Member Interaction

Terminal leverages platforms like Officernd and Salto KS for operations and access control, making member interactions smooth and efficient. The launch of a custom mobile app takes this a step further, giving members easy access to services and updates. By blending technology with personal interaction, Terminal enhances convenience while maintaining a human touch.

6️⃣ Fostering Long-Term Member Loyalty

Terminal’s commitment to member experience is evident in its retention rates, with 75–80% of original members still active. This loyalty stems from a combination of meaningful engagement, personalized services, and innovative initiatives like the Terminal Card. By continuously evolving and adding value, Terminal ensures its members remain connected and invested in the community.

An In-Depth Conversation with Jino Dollini, CEO of Terminal

(Slightly edited for an improved reading experience)

🎤 Can I start by asking you to quickly introduce yourself and maybe share a bit more detail about what you do at Terminal?

Sure! I’m Jino Dollini, the CEO of Terminal. I was born and raised in Georgia, and after spending 12 years living abroad, I returned to my hometown. I spent four years in top management within the hospitality industry before taking on a new challenge in a completely different field in this country. For the last six years, I’ve been running, leading, and managing Terminal Coworking as its CEO and it’s been wonderful.

🎤 To set the stage for our conversation, could you share a bit of the backstory of Terminal? How did the brand come to life?

Sure! The idea was born in 2016 when Terminal's co-founders, Aina, and David, who had been living abroad, returned to Georgia. They noticed that this industry didn’t exist here—people were working from cafes or so-called internet cafes, and tasks like printing were scattered across small, specialized shops. It was quite chaotic back then.

The concept of Terminal emerged almost immediately. It was a bit of a risky venture, but owning the property played a significant role in their decision to move forward. By the end of 2016, moving into early 2017, the first coworking space in Georgia opened its doors.

That’s how it all began. Shortly after, they found me, and together, with an incredible team, we started building the brand from there.

🎤 That’s a great segue from the early days of Terminal to my next question, which is about member experience. How did you approach this topic when you first started?

Oh, it was incredibly challenging because none of us—the co-founders or myself—had any prior experience in this industry. So, we began by researching the big international names in coworking, studying what they were doing.

In the beginning, we essentially mirrored their offerings, replicating standard services like memberships, day passes, meeting rooms, open spaces, and private offices. It was very much a 'learn as you go' approach.

Our first members were either foreigners or locals who had used coworking spaces abroad, and we received some amusing comments like, "Is this a restaurant?" or "How can I work in an open space with people who aren’t my coworkers?"

Those early members were invaluable to us. We actively sought their feedback and advice because they had seen more coworking setups than we had. This input helped us identify areas we could improve or adjust.

My hospitality background was also a significant asset because I see coworking as a form of hospitality. I brought a personal touch to each member's interaction, which really helped us understand their needs and expectations.

Once we gained confidence that we were on the right path, our marketing and PR team ramped up efforts to build awareness of this new industry. It took us about a year and a half to feel certain that we had made the right decision—and to recognize the immense potential of this industry in our country.

🎤 What’s the purpose of the experience you aim to offer members at Terminal? How does this align with the overall mission of Terminal?

Our overarching mission stems from the fact that we’re a post-Soviet country. The primary goal was to create an environment that felt closer to Europe and the West—something completely different from what existed in Georgia at the time, whether in industries, spaces, or hotels. That was our driving purpose.

I believe we achieved that. We not only built the space but also helped educate people, including our employees. The values we instilled had a profound impact—it was a shift in mindset, a transformation in mentality.

Beyond that, building a sense of community has been another major goal, though it’s also my biggest ongoing challenge.

Creating a stronger, more engaged community remains something we’re working tirelessly to achieve. It’s partly cultural; there’s a lack of ingrained community-building practices, and we’ve faced challenges in offering enough to fully engage our members.

Despite these obstacles, I’m determined to keep pushing. For instance, we currently have around 1,200 active members, but only 10–15% typically participate in community events. While I’m proud of the events we’ve hosted and the engagement we’ve seen so far, I know there’s potential for much more.

After all, the true essence of coworking spaces lies in the network and value members gain through their connections. That’s the heart of what we’re striving for, and we’re not giving up. We’ll keep working to make it happen.

🎤 Do you use technology to enhance the experience of members at each location?

Over the past two to three years, we’ve been using Officernd, a platform that has been instrumental in streamlining our operations. Initially, we relied on local operational services, which reflected our lack of experience at the time. We learned gradually, step by step, alongside our members while adapting to the unique coworking culture in Georgia.

More recently, we’ve expanded our use of Officernd by developing an application with them. This has made things significantly easier for our members, improving their overall experience.

In addition, we use Salto KS for access control, which is a novel solution here in Georgia and has proven incredibly useful. For communication and sharing updates, we leverage internal Facebook groups, as Facebook remains a major platform in the country.

While technology plays a crucial role—whether for access, updates, or community interaction—we still prioritize personal touch. That’s always been a key aspect of how we engage with our members.

🎤 I noticed something really interesting on your website—the Terminal Card. Can you tell us more about this initiative and how it enhances the overall member experience?

Absolutely! I’m very proud of this service. It was an idea developed by our marketing team, and it’s become a unique and valued part of being a Terminal member.

The Terminal Card is an actual physical card with a QR code on the back, and it’s exclusively for members.

The card provides access to a range of perks, including discounts and special offers from travel companies, Volvo car services, hotels, restaurants, perfume stores, healthcare clinics, gyms, and more. It’s designed to make members feel exclusive and proud to be part of Terminal.

I’d say about 85% of our members carry their cards with them all the time. Even if they don’t use it often, they value the sense of belonging and exclusivity it represents.

In Georgia, this kind of service is rare—only two major banks offer something similar, so we’re one of the pioneers.

I’m especially proud of how the card has elevated our brand. Last year, we hosted a large event to celebrate it, with hundreds of members attending. There were barbecues, gifts, and even a raffle where one member won a trip to Abu Dhabi. The Terminal Card has truly taken our member experience to a new level, and it’s a product I’m really excited about.

🎤 How do you source the partnerships and discounts for the Terminal Card?

Our marketing team plays a central role in this, working closely and strategically to secure partnerships. We’ve received numerous proposals from various companies, but we’ve been very selective in choosing the right ones.

The process begins with understanding our members’ needs. For example, we noticed that many members regularly go to the gym, so we reached out to several large gym chains and ultimately partnered with two that best aligned with our goals.

We actively communicate with both members and potential partner companies to ensure the offerings stay relevant and beneficial. We aim to keep partnerships within the same 'cluster' of services that resonate with our members' lifestyles.

To do this, we analyze what services members use, their preferences, and habits—things like where they travel, whether they use scooters, the types of cars they drive, or even the kinds of gifts they purchase for birthdays.

The marketing team uses these insights to approach companies, ensuring that partnerships reflect our members’ needs and preferences. Of course, the reputation of the partner company is also a critical factor in our decision-making process.

🎤 You now operate seven spaces across the country, which is impressive. Do you replicate the experience you offer members across locations, or does each space provide something unique?

We do replicate the experience, and that was a deliberate decision I made. Having consistent standards makes operations smoother and ensures members know what to expect, no matter which location they visit.

The only exception is our newest branch in Batumi. It’s a smaller space, just 1,000 square meters, so we couldn’t accommodate a café there. Instead, we offer complimentary coffee beverages for members, which is the only difference. In all our other branches, we have cafés with a full range of food and beverages available.

Beyond that, the systems, services, and overall approach are standardized across all locations. Of course, the personal touch varies because every team member brings their unique personality and style to their interactions with members. However, the core elements of the experience we aim to deliver remain consistent throughout.

🎤 You’ve been with Terminal since the very beginning. What have you learned personally from your journey of creating such a great experience for your members?

One of the most important lessons I’ve learned is that if you don’t have a genuine passion for serving others, you shouldn’t be in this industry—period.

I have a deep passion for the service business. I love serving clients, making them feel welcome, and ensuring their experience is exceptional. But achieving that can only happen if you truly care—if you genuinely care about the people you’re serving and their needs.

Over the past six years, this realization has been continually reinforced for me. Caring is the cornerstone of what we do, and without it, you simply can’t succeed in this business.

🎤 How do you educate yourself and your team on the principles of hospitality and caring for your members?

I personally enjoy reading articles and interviews with people with far more experience than I have, and I try to learn as much as I can from them. Additionally, I take a lot of leadership courses because being a leader is about more than just managing—it’s about inspiring and guiding a team.

What I learn, I pass on to the management team, and from there, it flows throughout the company. At present, we have around 80 employees, so maintaining this chain of knowledge is crucial.

For me, the most important thing is instilling core values. These values form the foundation of everything we do. Once those are in place, everything else—skills, techniques, and practices—can be taught and learned.

🎤 How have you seen the overall member experience evolve over the years?

In the early days, the experience was very personal because we were small, and it was easier to give each member individual attention. As we grew, some members started to express concerns about a perceived lack of personal touch.

That taught us an important lesson: the care we provide should never diminish, even as the industry and our company expand.

For example, last year, I personally DJed at one of our events, which was a huge cultural moment. It surprised everyone—nobody expected a CEO to step into a DJ role alongside members. Moments like these, where we create personal and unexpected connections, go a long way in keeping our members engaged and happy.

The results speak for themselves. Around 75–80% of our original members are still with us, which means a lot to me. To keep the experience fresh, we’ve introduced initiatives like the Terminal Card we talked about, exciting events, and other updates that continually bring new value to our community.

🎤 What do you think defines a good member experience?

In my view, and perhaps this is influenced by our culture here in Georgia, a personal touch is absolutely essential. Hospitality is deeply ingrained in our culture, and we strive to bring that same warmth and care into our spaces.

For instance, in the early days when we had just one branch, I made it a point to personally celebrate every member’s birthday—complete with a hat and whistle! For a CEO to show up for each member’s special day was both meaningful and memorable.

Now that we’ve grown significantly, it’s no longer feasible to celebrate with every member in person. Instead, each month, branch managers share a list of upcoming birthdays, and I personally handwrite a unique card for every member. These aren’t generic messages; each card is tailored to the individual, and members deeply appreciate that effort.

Beyond personal touches like birthday celebrations, we also bring cakes, organize events, and create a space designed for productivity, with comfortable lighting, ergonomic chairs, and well-thought-out desks.

But ultimately, the care and aura we provide go beyond just the physical environment. That’s what makes the real difference.

With the coworking market in Georgia growing rapidly—a new space seems to open almost every month—we have to constantly set ourselves apart. While anyone can offer digital systems and standard amenities, what truly differentiates us is the personal connection and genuine care we extend to every member.

🎤 How do you stay inspired and continue to push the community and business forward?

I stay inspired by constantly educating myself. I read extensively, take courses, and learn from people with more experience than I have. Leadership courses, in particular, have been invaluable in helping me grow—not just as a manager but as a true leader.

It’s also important for me to align what I learn with the local culture here in Georgia. Some practices that work well abroad don’t always fit here, so I adapt and tailor them to ensure they resonate locally.

We make it a priority to pass these values and insights down through the organization, starting with the management team. This ensures that the learnings and principles trickle down to every level of the company.

At the heart of everything we do are our core values, which are non-negotiable. They serve as the foundation for our work and guide how we interact with both our team and our members. It’s essential for every employee to embody and uphold these values as part of their daily responsibilities.

🎤 What has been your proudest moment with Terminal so far?

One of my proudest moments is seeing members who joined us six years ago still being an active part of our community today. It shows that they feel at home here and truly value what we offer.

Another highlight was the introduction of the Terminal Card. Watching members feel exclusive and proud to be part of Terminal was incredibly rewarding. It reinforced the sense of belonging and appreciation we aim to foster.

Organizing large-scale community events has also been a consistent source of pride. For example, last year, we hosted a barbecue event that brought hundreds of members together, and one lucky member even won a trip to Abu Dhabi through a raffle.

These moments reaffirm that we’re on the right track and that the effort we put into creating a strong and meaningful community is appreciated by our members.

🎤 What’s next for Terminal? Are there any exciting plans or initiatives on the horizon?

We’re constantly working to enhance the member experience. One of our upcoming initiatives is the launch of a mobile application, which will make it even easier for members to access services and stay connected.

We’re also exploring new locations, including the possibility of expanding into more unique spaces like airports, as we’ve discussed earlier.

Another key focus is building an even stronger sense of community. We’re planning more events and initiatives designed to bring people together and foster meaningful connections.

Our ultimate goal is to keep innovating and finding fresh ways to elevate the coworking experience while remaining true to our core values.