Sector calls on English UK to target homestay shortage amid pinch

The report on UK ELT student accommodation shortages in 2023, conducted by BONARD on behalf of English UK, showed that when member centres asked what the association could do to help in regards to sourcing accommodation, promotional support on homestays to garner more hosts was in demand from a third of centres.

“This would hopefully encourage more people to become hosts. Just under 90 (88) respondents observed that while the shortage has been worsened by the pandemic, it is an older and ongoing problem,” the report said – the problem was also highlighted in 2022 figures.

In response to the same questions, 22% of the English UK centres said that supporting members in “competition efforts” against larger providers would also be beneficial from the association. More than one in 10 (13%) went as far as saying it should be creating new accommodation listings.

According to the survey, there was a largely equal split between three factions.

Some 35% of centres said they had “managed to accommodate students in their preferred type of accommodation” without restricting student intake; 33% said they managed to meet expectations while restricting intake; and the other 33% did not meet students’ expectations even while restricting intake.

Of those who managed to meet expectations while restricting student intake, 3,273 more accommodation units – or beds, as described in the survey – would have been booked if they’d had enough accommodation supply.

“The shortfall was particularly high for residence beds – 1,835 – followed by homestay places – 1,378,” the report detailed.

Of those who couldn’t meet student expectations despite restricting intake, homestay beds had the bigger shortfall. Almost 2,000 (1,980) more homestay beds would have been required to reach the desired target, and 1,318 more residences would have been needed.

“Shortages were especially challenging for them during the summer months – particularly in July – with 2,433 beds missing,” the report added.

When it came to summer planning for 2024, however, the figures were markedly more optimistic.

Almost half of the respondents said they would be increasing the number of beds available to match increase in demand – which 75% of respondents expect in the summer.

Some 24%, meanwhile, expect to reduce their bed numbers – “indicating some continued uncertainty in the sector”.

“One element is clear: very few respondents (17%) expect the availability of homestay places to return to pre-pandemic levels, while a large percentage (69%) believe that it will be challenging to find enough homestay places to meet future demand,” the report noted.

The report recommended various strategies to increase homestay provisions, chiefly updating and upgrading the marketing collateral for “potential and current homestay families”.

Shortages were especially challenging for them during the summer months – particularly in July – with 2,433 beds missing

English UK report by BONARD

“Ongoing promotional activities are needed that address the cultural exchange aspects of the homestay experience with a focus on the benefits for both students and families.

“Targeting local media and strategically using social media and community events to raise awareness about the possibility of becoming a host family. Testimonials from, and in-person engagement with, existing host families should be used to engage,” the report directed.

The document even went as far as to suggest that centres should be considering partnerships with accommodation agencies or third-party providers to help deal with the overall issue.

“Partnerships with private third-party providers can be established by individual centres or groups or negotiated by English UK on behalf of the whole sector. This is a solution advocated in other study destinations affected by student accommodation shortages,” it added.