PBSA Marketing predictions 2026/2027
First-Party Data Will Become
Non-Negotiable
Meta's interest targeting restrictions will force PBSA advertisers to rely on first-party data uploads to maintain campaign efficiency and audience precision.
Immigration Policy Will Reshape International Markets
Visa delays and challenges will redirect international student flows, disrupting traditional enrollment patterns and requiring PBSA providers to diversify their geographic focus.
Retargeting will move to Mid-Funnel
Meta's Special Housing category increasingly restricts targeting by age, location radius, and interests. To compensate, prioritise retargeting throughout your funnel, not just for final conversions. Segment audiences early using website visitor data (age, location) and engagement signals (video watch percentage) to deliver relevant prospecting adverts and drive conversions.
The March Research Rush
UK search behaviour signals a fundamental shift. Students will plan earlier, with March emerging as the new peak research period, replacing the traditional July last-minute booking surge.
AI Targeting will replace Manual Interest Selection
Meta’s machine learning now outperforms manual targeting, using hundreds of signals like device, behaviour, engagement, and context to find high-intent users. Instead of relying on interest or behaviour filters (e.g. students interested in study abroad), we’ll use dynamic creative and AI-driven input signals to reach the most relevant, valuable audiences.
Rising Cancellation Risk as Standards Return
Post-COVID acceptance leniency is ending. As universities reinstate pre-pandemic entry requirements, expect higher cancellation rates. Mitigation strategies will be essential.
Community Over Capacity
With policy hurdles, visa delays, and growing uncertainty, international accommodation demand faces strain. PBSA providers must shift from simply filling beds to creating spaces that feel secure, supportive, and worthwhile. By emphasising community, flexibility, and trust, operators can weather short-term declines whilst strengthening their long-term value proposition.
The Google Decline Points to New Discovery Channels
Year-over-year search volumes are falling despite growing competition, signaling students are researching accommodations through alternative platforms we must identify and activate. Think YouTube shorts and student community and review sites like The Student Crowd.
Email and SMS: High Impact, Low Cost
Email and SMS remain powerful, cost-effective channels many businesses underuse. Well-crafted email cadences nurture prospects into engaged, purchase-ready customers, while timely SMS cuts through the noise with high open rates. Together, they amplify marketing efforts and boost conversions.
AI Is the New First Touchpoint
AI is expanding beyond ChatGPT, with tools like Gemini and Copilot becoming trusted resources for students. Many providers are already using AI chatbots to enhance customer experience. PBSA providers must ensure content is well structured, succinct, and relevant, not just for AI chatbots to reference but also for emerging AI driven campaign settings from Meta and Google.
Paid Media Inflation Demands Channel Diversification
Rising digital advertising costs are pressuring student housing operators. To protect performance, providers must balance paid media with stronger organic visibility, nurturing, and on-campus engagement to build early brand favourability and reduce reliance on expensive ads.
Phone Calls
and WhatsApp Overtaking Form Fills
Leads from phone calls are rising month on month, while mobilisation sites are seeing higher quantity and quality through WhatsApp campaigns. This shift, driven by younger audiences seeking quick information, makes WhatsApp a key channel to expand across other spaces.
Focus on CX and UX
In 2026/2027, focus on CX and UX improvements, refining booking journeys and website experiences to drive more enquiries and bookings from your current traffic.
Italy Demands Value-First Positioning
Cost-of-living pressures will make affordability a make-or-break factor in Italian markets. Brands must lead with accessible pricing or face local backlash.
Discovery Starts With AI
Students are increasingly using AI tools like ChatGPT to research and refine their accommodation choices before reaching provider websites. For PBSA operators, this means visibility now depends on creating clear, credible, and structured content that AI can easily interpret. Those who adapt will stay discoverable as student search behaviour moves beyond traditional channels.
