GCUC Podcast Recap: Bex Murphy, Hub Australia

The Hospitality Blueprint: How Rebekah Murphy Designs for Loyalty and Impact

The coworking world is evolving. Design, amenities, and flexible plans are no longer enough to stand out. For Rebekah Murphy, Chief Revenue and Experience Officer at Hub Australia, the true differentiator is something far more human: how people feel when they walk through your doors.

Hub Australia is one of Australia’s leading workspace providers, with over a decade of experience creating premium coworking environments across major cities. Known for design-led spaces and a focus on member experience, they’re widely recognized as a benchmark in Australia’s coworking ecosystem.

In a recent episode of the GCUC Podcast, Rebekah Murphy sat down with Liz Elam, GCUC host and founder, to reflect on her experience at the Unreasonable Hospitality Summit in New York. The event, inspired by Will Guidara’s book Unreasonable Hospitality, brought together leaders across industries to explore how intentional, human-centered experiences can redefine service and elevate brand loyalty.

💡 The conversation centered on a powerful idea: hospitality is not a feature. It’s a strategy.

Operationalizing Care

At Hub Australia, hospitality is embedded into daily operations through Hub Lux Moments, a program designed to surprise and delight members in small but meaningful ways. From handwritten notes and coffee tabs to personalized celebrations like replacing a lost lunchbox or offering champagne for a promotion, these gestures are about making people feel seen, valued, and appreciated. They aren’t expensive. They’re intentional.

Murphy shared that one of the most memorable insights from the summit was the idea that excellence should be the baseline. She referenced a story from Eleven Madison Park, where the staff aligns the logo on every plate before service begins. Guests may not notice, but the act communicates care and precision. At Hub, this mindset is built into daily culture.

From Training to Culture

That attention to detail isn’t left to chance. It’s built into Hub Academy, the company’s internal training program. The goal is to equip every team member, not just the front-of-house, with the tools to deliver thoughtful, personalized hospitality.

Murphy explained that their training emphasizes emotional intelligence, empathy, and proactive listening. Staff are taught to anticipate needs, recognize small cues, and act with care. For example, if a team member hears someone mention an upcoming birthday or work anniversary, they’re empowered to act on it — whether it’s a handwritten card or a simple verbal acknowledgment.

The Human Edge of Coworking

While AI and automation continue to reshape how we work, Murphy believes the coworking experience remains deeply human. At the summit, she noted, technology was hardly mentioned. Instead, conversations focused on presence, connection, and emotional awareness elements that coworking spaces are uniquely positioned to deliver.

As remote and hybrid work redefine where and how people connect, the spaces that prioritize emotional experience and belonging will lead. Hospitality isn’t fluff. It’s a long-term advantage and a competitive one.

Why It Matters

Murphy’s insights remind us that coworking isn’t just about beautiful spaces or flexible plans. It’s about how people feel when they enter, belong, and engage. Hospitality, when done right, creates loyalty. It builds brand advocates. And most importantly, it fosters community.

Whether you’re building a single space or scaling across cities, the question is the same:

💡 Are you offering desks, or are you offering connections?

Tap the links below to tune in to the episode, connect with the speakers and learn more about the companies and content mentioned.

Quick Links

Listen to the full episode:
https://gcuc.co/work-from-anywhere-future-coworking-spaces/

Connect with Rebekah Murphy on LinkedIn:
https://www.linkedin.com/in/rebekahmurphy1

Learn more about Hub Australia:
https://www.hubaustralia.com

Book mentioned – Unreasonable Hospitality by Will Guidara:
https://www.unreasonablehospitality.com

Connect with host Liz Elam on LinkedIn:
https://www.linkedin.com/in/lizelam