What Operators Often Miss When Scaling PBSA Globally

Student mobility is rising. Demand is growing. But if you think scaling PBSA across borders is just a matter of replicating what worked in the UK — think again.

In Episode 2 of Room to Grow, Philip Hillman speaks with Joe Persechino, Chief Operating Officer at Yugo, about what truly defines success in global student housing operations. Joe’s journey — from Unite and GSA to AXA and now leading operations at Yugo — brings a rare, 360-degree view of the sector. Today, Yugo operates around 100,000 beds, including pipeline, across 14 countries worldwide.

Here are some of the key insights operators, investors, and developers need to hear.

The Global PBSA Model is Not One-Size-Fits-All

As Joe explains, one of the earliest lessons in cross-border expansion is this: you cannot force a UK model into markets like France or Spain.

Planning laws, building typologies, cultural expectations, and booking behaviours vary widely. In Paris, for example, it’s near impossible to find viable plots for anything over 200 beds. In Spain, bookings involve multiple physical visits, often with parents in tow. Operators must adapt — not just in product design, but in service delivery, pricing structures, and even communication styles.

International Students Are Changing

Joe points to a fundamental shift in the profile of the international student. Gone are the days when wealthy Chinese students dominated bookings for high-end studios. Today, demand is more geographically and economically diverse, with students coming from India, Africa, and Southeast Asia in growing numbers.

These students often bring different expectations — and tighter budgets. Operators who build solely for the premium segment risk pricing themselves out of the most active growth markets.

Investors Want Flexibility — and So Should You

Investor appetite remains strong, but their strategies vary. Some are focused on long-term hold and operational efficiency. Others seek high-end products and are willing to pay for premium locations and finishes.

Joe emphasises that PBSA providers must not only understand investor requirements but also help guide them, balancing ambition with viability, and strategy with local market realities.

AI, Automation, and Outsourcing Are No Longer Optional

At Yugo, operational scale is supported by tech-enabled systems and smart outsourcing:

• AI translation tools have opened booking portals to more languages with higher accuracy
• Reconciliation and reporting in finance have been streamlined with automation
• Avatar-led training is being trialled across regions, making consistent onboarding faster and multilingual

All of this allows local teams to focus on leasing, experience, and growth — not admin.

Market Growth Requires Market-Specific Thinking

Where are the next big opportunities? Joe points to Australia, Japan, Italy, and Poland — each offering scale, but with unique challenges.

In Japan, land scarcity limits growth, but demand is immense. In Australia, international students dominate the market, but policy shifts could impact future volume. Operators must not just expand — they must expand intelligently.

Final Thought: Adaptability is the Real Competitive Advantage

Whether it’s navigating France’s density challenges, evolving product mix in Spain, or unlocking new markets in Asia-Pacific, the operators who thrive will be those who stay flexible, tech-enabled, and close to the ground.

This episode of Room to Grow is a timely reminder: scaling PBSA isn’t just about growing bigger — it’s about growing smarter.

Listen to Episode 2 of Room to Grow

🎙️ Spotify
▶️ YouTube

Originally published Jun 06, 2025 05:06:39, updated Jun 06 2025

Topics: PBSA, QX Insights