Today’s students see their accommodation as far more than just a place to sleep or study. In today’s competitive PBSA market, many are looking for first-class facilities and social networks.
Indeed, research shows that students who are happy with their housing are ten times more likely to be happy with their university experience.
This is encouraging a push for quality within the sector, as student housing increasingly becomes a holistic living experience in which parents and universities are willing to invest. This means students need the right information and tools when it comes to choosing where to live.
By Kasper Wigen, Global Marketing Director, Yugo
As the first global student housing brand and operator, we firmly believe that understanding students is crucial if we’re to deliver valuable student experiences. Over the last four years at Yugo we’ve researched over 45,000 students globally, developing critical insights into their individual wants and needs.
We know that students across the board feel pressure and anxiety at various points during their university life, but what about the challenge students face when it comes to making decisions on accommodation?
Our recent report – PBSA – Catering to a Gen Z World – highlights the extent of anxieties felt by students when making this major life choice, indicating that as a sector, we must provide more transparency, guidance and support for students before they make commitments on university accommodation.
As part of this research, we polled students from across the UK and USA, and found they shared many of the same fears when it comes to deciding on accommodation options. For instance, over half (56%) of UK students feel anxiety when finalising their choice over where to live. In the US, this figure rises to 64%.
The findings also revealed that the most influential factor when making a final decision on student accommodation is proximity to the university campus in both the UK (74%) and USA (83%).
In the UK, this was followed by access to a private bathroom (49%) and monthly cost (48%), whereas US-based students cited monthly price (57%) and total price (48%) as the second and third most influential factors, suggesting that students across the pond are more highly cost-motivated.
The nerve-wracking journey to selecting accommodation takes up to four weeks for those about to embark on university life in the UK, and the research shows that students would benefit from better visual onsite information – such as virtual room tours and high-quality imagery – detailed information on room sizes, amenities and bathroom options, as well as clear, understandable pricing.
At Yugo, we follow a rigorous audit process to ensure that imagery across our entire global portfolio is updated regularly. This year alone we have 20 photoshoots planned. We also offer virtual tours, maps with interest points, and testimonials from real students.
According to the report, little is known about the range of accommodation options available, and a more targeted approach is essential to better equip students with the knowledge they require to make an informed decision. User testing conducted as part of the study showed that UK students appreciate features that make final comparisons easier, such as side-by-side viewing options.
Choice is, of course, a privilege. We alone operate 110 Yugo spaces, plus many more third-party properties around the world. Students today have more choices when it comes to accommodation than ever before, but choice can also generate confusion and indecision. Our role is to help students navigate this.
Some of the biggest challenges that students face is with hidden and unclear fees. In the UK, confusing fees were highlighted as being the most frustrating issue for both students due to attend university next year (56%) and current undergraduate students (47%). Cost was shown to be of greater concern to those students yet to start university.
We also discovered that the level of anxiety felt by students in making these choices varies. Postgraduates find the search more stressful compared to other groups, indicating that different support is needed for students at different stages of their academic journey.
Where we live has an enormous impact on our wellbeing. We know that students who are happy with their living environment perform better in all aspects of their lives while at university. It’s no surprise that there’s so much pressure to get this decision right.
As a sector, it’s our responsibility to help guide students toward the best decision for them – this is why we’ve recently overhauled our website structure to ensure that prospective residents receive all the information necessary to make a confident, informed decision.
But these requirements are never static. We must always stay one step ahead of ever-evolving student needs, and the more we prioritise insights and data, the better we will be able to serve students for generations to come.
