At The Class Foundation, we believe that the best sector insights often come from those navigating the day-to-day realities that come with working in Purpose-Built Student Accommodation. Which is why we introduced The Community Hubs for partners in 2024, a space for the next generation of talent across the industry to exchange experiences, best practices, ideas, and challenges across four hubs: Investment, Marketing, Community Operations, and HR & People.

From these intimate, themed sessions with rising leaders from our partner organisations, in July, four recurring themes emerged that speak volumes about where the PBSA sector is headed.

1. Global Shifts and International Student Strategies

Across Europe, governments are doubling down on their international student strategies. This, coupled with the rise of English-taught programmes and cost-conscious migration from the UK and US, is reshaping traditional student flows. The result? New PBSA demand hubs such as Italy are emerging, and providers must pivot fast, with more agile marketing, stronger multilingual support, and investment strategies designed for tomorrow’s student landscape.

2. AI & Digital Transformation: Tool, Disruptor, or Opportunity?

AI is transforming how students search for, discover, and interact with student housing. Providers must rethink legacy systems in favour of more personalised, flexible platforms. But while AI may enhance efficiency, it cannot replace human warmth, especially during emotional moments like move-in or when students seek support.

3. Community, Belonging & Human Connection Remain Core

Despite digital acceleration, students crave genuine connection, especially international and neurodivergent learners. Inclusive, culturally aware environments are no longer a ‘nice to have’. Multilingual touchpoints, face-to-face check-ins, and empowered frontline teams who act on resident feedback are key to building communities that foster retention and belonging.

4. Operational & Workforce Readiness

As the PBSA landscape shifts, so must our internal systems. Teams across Europe are asking: Do we have the right tools, training, and talent in place? Workforce readiness, from digital fluency to cultural competency, will define which organisations lead, and which lag, in this evolving sector.

What’s Next?

The Community Hubs are more than a Class initiative; they’re a growing platform for candid, cross-functional conversations about what’s working, what’s not, and where the sentiment in PBSA is heading.  

Our goal is to equip rising leaders to tackle challenges in an evolving sector. By bringing together peers across roles and geographies, we’re surfacing the real-time insights needed to move from reactive to ready.

Want to join the conversation? Keep an eye on the Community Stage at this year’s annual Conference, hosted in Lisbon, and be part of shaping the future of student living, and its leaders, together.

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