COMMENT Over the past year, students have undergone a university experience like none other, placing a giant magnifying glass over the PBSA sector.
Having taken on the responsibility of creating a stimulating, positive atmosphere for students both during and after studying, the role of PBSA operators cannot be understated. With the pre-pandemic routines of studying, socialising and working seemingly long forgotten, engaging digitally native students is more important than ever.
A recent Nido Student survey showed that 66% of students believe their accommodation has had a positive impact on their wellbeing, emphasising the importance of digitally breaking down any barriers between students and operators during the transition to a post-pandemic world.
With the brakes unlikely to be applied to the acceleration of technological innovation any time soon, students are becoming increasingly technologically fluent, able to quickly absorb information regarding shifts in the using and consuming of technology. Therefore, PBSA operators should also speak this technological language that comes naturally to students to keep them engaged in the long-term.
Change of mindset
An onus on developers and operators within the PBSA sector to commit to modernising pre-existing infrastructure will be paramount. Not only will utilising efficient technology ease the administrative flow for operators, it will enable them to channel their focus towards enhancing the value-add experiences PBSA provides.
A change of mindset among operators and a genuine desire to listen and adapt to students’ needs is vital, rather than simply branding themselves as “tech-savvy”. Given cutting-edge technology is now an expectation rather than an “add-on”, adapting will be essential to digitally “future-proof” the sector.
Students today expect their university experience to be seamless. Any shortfalls could result in losing students’ trust that they will be delivered the much sought-after high level of service, sending them packing their bags and returning home. Operators must invest in technology that gravitates towards students’ physical and mental wellbeing needs to avoid missing out on opportunities.
Long before the pandemic, Nido invested heavily in community-enhancing technology across its residences, having taken on board valuable feedback from students. Utilising Nido’s enhanced technology capabilities, we successfully partnered with market leading Technogym to provide quality, high-tech gym equipment to our residents. Our buildings also now integrate voice-controlled speaker systems and LED lighting, as well as the use of QR codes.
We’ve also scaled up communication via our digital channels, after our Covid-19 accommodation research survey revealed that almost half of students preferred contact-free communication between residents and staff. Unsurprisingly, given the vast majority of students have been studying and socialising online over the past 12 months, two-thirds of students stated that ultra-fast wifi is now incredibly important to them.
Here to stay
With 400,000 more domestic students forecast to take up higher education by 2030, the direction of travel towards upgrading living and working environments is unlikely to change. Operators need to ensure they are equipped to accommodate the preferences and lifestyle patterns from the pandemic-induced online world that are here to stay.
The high-quality, efficient serviced model experience provided by the PBSA sector will undoubtedly provide the blueprint and set the bar for future living and working patterns, as these students transition into the workers and thought leaders of the future. Key players in the co-living and co-working sectors should not look idly on the importance of engaging the digitally native generation.
Darren Gardner is chief operating officer at Nido Student
