The Next European Renaissance
Having grown up in a world with all possible information at their fingertips, millennials are responsible for changing entire industries with their technology skills. AirBnb has turned the hotel market upside down, Uber is challenging protective taxi laws in many cities, and with apps like Tinder even the concept of dating has been re-invented. But millennials are also experienced and critical consumers, choosing carefully the products and brands that match their identity and values.
This is true for universities and student housing as well. One size no longer fits all. The result is an emergence of student housing operators that build international brands, like Prime Student Living, The Student Hotel and Melon District – a dynamic similar to recent hotel industry innovation. Brands that match students’ values and embody an experience. The same is true for universities, clustering in international education networks and even going global themselves by opening branch campuses abroad. In this dynamic context, what can cities; universities and student housing operators do to attract talent? What does this mean for your business?