Exploring New Housing Preferences: Welcoming Generation Z
Millennial preferences, soon followed by Generation Z, are moving away from traditional forms of accommodation in the Netherlands. Their needs are changing rapidly and divert in different scales. We are seeing strong international aspirations and a desire for a community catered for through communal spaces and events. On a different scale we are seeing a strong preference for the urban lifestyle. Location, first of all, but integrated and connected amenities as well remain a strong driver for new typologies in purpose-built student accommodation. How do we develop spaces that match the desires of future generations of students and young professionals?
In our day and age, human capital rather than natural resources drives innovation and prosperity in our knowledge-based society. Student populations are recognized as a fundamental part of the urban ecosystem – reason enough to prioritize international talent attraction in every metropolitan growth strategy. Luckily, cities offer precisely the attractive urban environments that the global young professional is looking for.
With competitive rankings, a substantial number of English-taught programmes, and excellent job opportunities, Dutch cities and higher education institutions show promising growth potential, as our last study indicated. Growing numbers of international students generate more demand for inspiring places to live, work and learn, and push for serendipitous encounters. The need for collaboration between universities, city councils and student housing providers dedicated to international talent attraction will intensify in the foreseen future. How will this play out in the foreseeable future, and what opportunities present themselves in a changing European landscape?