The way students choose their university accommodation in 2025 is a far cry from traditional methods. Instead of in-person visits and extensive research, over a third of students now book their accommodation without visiting, relying instead on social media for insights and supporting their decision-making process. This shift means that PBSA providers must adapt their digital marketing strategies to remain competitive.
A recent article on PBSA News by Suraiya Comunello, Chief Marketing Officer of Nido Living, highlights how students prioritise social aspects of accommodation, ranking it just behind proximity to university and amenities. Social media content showcasing community life, modern design, and security features plays a crucial role in influencing decisions. Authenticity is key, with user-generated content such as TikTok and Instagram videos providing a real, student-led perspective.
Additionally, reviews remain a significant decision-making factor. While Instagram and YouTube are the preferred social channels for video content, Facebook remains relevant through university community groups. TikTok is quickly growing, with over 20% of PBSA students using it for research—a number expected to rise further.
Utilising social media to communicate with students
Communication preferences have also shifted. While phone calls and emails are declining in popularity, direct messaging through social apps like Instagram, WhatsApp, and Facebook are now the go to method of engagement. 30% of students also indicated that direct communication would help them book.
Communicating with parents
Parents also play a key role, influencing 70% of student accommodation decisions, which might encourage messaging that reassures parents about safety, cleanliness, and wellbeing initiatives. Sustainability is another crucial factor, ranking third behind social events and location in terms of requirements for the accommodation.
As Suraiya highlights, PBSA providers not yet leveraging social media and digital marketing effectively must recognise the impact these platforms can have, and consider other factors such as the impact of AI on search engines, creating content that directly addresses how today’s students are searching for accommodation.
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