In a recent survey of over 1,000 students, 49% told us that Covid 19 had an
impact on their accommodation decision making process in 2021.
Those students had been affected in several ways, with the biggest impact
delays in signing a tenancy agreement. 43% of those students had taken that
decision. It is clear from this research and evidence from the wider market
that a proportion of students are adopting a ‘wait and see’ approach to
booking. The main question for many will be the balance between online and
face to face teaching from September 2021.
Of those students affected by Covid, over ¼ had actively sought tenancy
agreements which were more flexible. Typically students were looking for
cancellation terms in the event of restricted travel and in some cases
where teaching becomes all online.
Change of accommodation?
It was also interesting to note that some of the 49% of students affected
by the pandemic had also altered their choice of accommodation. There was
no one universal change of approach. For example, 19.5% of students had
decided to live in a HMO rather than a hall, however 14.9% had opted for a
hall, having originally decided to search for shared housing.
Delays rather than cancellations
At present it appears that some students are delaying making a commitment
until a clear picture of the next academic year is available. While the
remaining students are technically allowed back on campus from the 17 th of May, this is broadly irrelevant for most, as teaching for
the majority of courses will be completed by that point.
More bookings late in the cycle
Our research indicates that most student anticipate being back on campus by
September, with over 90% of this opinion. This, combined with a further
growth in applications to University (with a 8% increase in applications in
2021) is likely to lead to significant activity relatively late in the
cycle.
Increase in online searches and research
AFS has experienced a significant increase in web traffic in 2021, with a
40% increase in visitors and 55% increase in page views. This indicates
that the market remains robust and suggests students are inclined to
undertake more online research than previously prior to booking their
accommodation.
This is further supported by an increase in enquiries of 18% compared to
the same period in 2020. While this increase is extremely positive it does
indicate that students are looking at more properties prior to making a
firm commitment.
More information
The AFS team recently hosted a webinar to explore some of these trends and
to present our most recent research. You can view the slides here
https://www.slideshare.net/NickEmms2/how-students-choose-their-accommodation
and also watch the webinar back here
https://us02web.zoom.us/rec/share/YlA2ZG0PmJTb_lniPSi3ixCP9SJv6kAFF6ZAioB55OAzNkBYx2T-dSIlLURv-nF8.6ab9Bsp9BrDen2Xb?startTime=1619010036000
. If you require any more information please contact
[email protected]
