Beyond destination marketing - finding a global balance

Editorial credit: jan kranendonk /

Editorial credit: jan kranendonk /

Class of 2020 News Release: 27 June 2018

With an ever-growing number of international students, an over-crowded housing market and the impact of heavy tourism, Spanish cities are calling for a new ‘glocal’ balance.

As universities have been witnessing a steady increase in applications by international students, the fragmented housing stock has led to a growing student accommodation shortage in a number of Spanish cities. As such, there has been a growing interest from housing providers, municipalities and higher education institutions on how to best serve and leverage this momentum around young talent.

As cities and universities continue to strategically attract ever more international talent to balance out an aging population and boost local economies, the PBSA (Purpose Built Student Accommodation) market witnessed first major portfolio transactions last year. A remarkable development in a market characterised by under-provision and few professional operators. The understanding and integration of local dynamics and characteristics are key in developing an optimal product. For example, the offering of high quality meal options and pastoral care are still included in residence life. Along with modern integrated residences responding to domestic students’ preferences, major cities are witnessing a growing focus on international students.

What are the expectations of internationalisation and how can a city leverage international students?

How can a city balance international students and tourists, while being mindful of the needs of local residents and the liveability of the city?

Join The Class of 2020’s Spanish Regional Session entitled ‘Beyond Destination Marketing: Finding the Glocal Balance’ taking place on July 3rd in Barcelona. This session is composed of a Trends Panel featuring Xavier Mayo (Barcelona City Council), Stefan Kolibar (Student Marketing), Marta Nieves (Academic Studies Abroad and Mariano Kostelec (Uniplaces) and an investment Panel with speakers Chris Holloway (GSA), Javier Capapé (Sovereign Wealth Funds IE), Raj Kotecha (Amro Real Estate), Heriberto Cuanalo (Collegiate) and Jules Choukroun (The Student Hotel).

> book your place here

If you have a purpose built student accommodation project in the pipeline in Italy please get in touch. We would love to talk to you about it.



The Class of 2020 is a leading Think Tank for the future of living, working and learning. The Class is shaping the knowledge ecosystem where cities, universities and the real estate community cooperate to make student living efficient, international, and welcoming. Our vision is for cities to attract and retain the brightest young minds, and for them to lead the way to social and economic success in return. The Class of 2020 provides cutting edge research to develop individual solutions for the ever-changing, modern urban landscape. Our in-depth regional sessions, educational workshops, and annual Conference provide our growing network with a stage to identify the current needs and shape the student living of tomorrow.

For any further information or enquiries contact Manon:

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