Regardless of where they are from, the majority of students approach university with great excitement about their newfound independence. For many, university is equal parts about their education and future career prospects, as much as it is about making lifelong friends and being part of a community that gives them a sense of belonging. But students can also be nervous. Nervous about feeling lonely and isolated if they fail to make friends. Nervous about leaving home for the first time.
Now imagine that it is not only your first time away from home but your first time in a foreign country. This is often the situation that a Chinese student finds themselves in when they arrive in the UK for the first time. This makes the need to find a space to belong – from where they choose to live, to their local neighbourhood, to the community they become a part of – incredibly important in helping them make the most of their choice to study overseas and to achieve their goals.
We have spoken to over 2,000 students, parents and experts in the UK and China about their motivations for coming to the UK, what they worry about and what matters most when it comes to their accommodation. Based on what they’ve told us, for many Chinese students, the choice to come to the UK is driven by a range of factors: to expand their international perspective, to be independent and to experience a new culture. But first and foremost, it’s about improving their career prospects by attending one of the UK’s renowned higher education institutions. This is an even keener focus now, with Chinese economic growth flattening and a historically high level of unemployment among young people in the country. With the pressure of a competitive job market, students and their parents will be making highly considered choices when it comes to where they invest in their education.
As a provider of purpose-built student accommodation, we know that where a student chooses to call home can have a big impact on how they experience their time at university. There are the fundamentals that anyone housing Chinese students must deliver: being close to their place of study, providing a secure and safe living environment, and having the means to quickly connect with loved ones back home. But being a great place to live goes way beyond those fundamentals when it comes to providing a truly welcoming student experience, one that focuses on what really matters to them. Through five key insights, we can make the most of our role as providers of not just student homes but unforgettable and impactful student experiences. And we know these work – in our latest customer survey, nearly 90% of the Chinese students who participated said they would be likely to rebook for another year at iQ.
First impressions really do matter.
We are often the first place a new student will go to and one of the first conversations they will have when they land in the UK. That’s why training our people in cultural awareness and having support available in Mandarin is so important in creating a first impression that is welcoming and sets the right tone for the coming year. We also heard from students that the services in the surrounding area were a key factor in choosing where to live. That’s why before they arrive, we send students bespoke information about their property, the team, and local amenities – so that they can find a local Chinese supermarket, pharmacy, and restaurant – that helps to fast-track how they settle in.
We can help them build their communities.
Everyone who goes to university will have stories about the friends they make – we want the same to be true of a student’s time with us. Along with our virtual clubs and events for all students, we also have bespoke activities for our Chinese residents. From our welcome events to our Chinese Student Social Club – a several thousand-strong group led by Chinese students for Chinese students – we are able to offer our residents ready-built communities on their doorsteps. From traditional food events to gaming nights to Chinese New Year and Golden Week celebrations, we’re able to support residents in creating their own community, both at a property and national level.
Design can bring people together.
Our properties are designed with students in mind, from our shared social spaces, cinema rooms and gyms to our group study spaces, communal dining rooms and shared kitchens. We know that for Chinese students particularly, kitchens are considered a place of tradition and family, with food being a moment for connection. Our private dining rooms and shared kitchens have become a staple feature that brings these students together. It’s also why we introduced our Supper Club, for students from the UK and abroad to connect over a love of food and new experiences. We have also sought to bring popular student pastimes to life through the social spaces and amenities we offer to help them feel at home and deliver on our vision of giving them their best year.
Wellbeing is key to realising their potential.
We know that there is a link between feeling lonely and poor well-being, and this is particularly true for students living far away from home. From having staff on hand around the clock for students to chat with to providing the right training for our people to signpost students who might need more support, we focus on fostering a sense of community within our buildings with expert support where needed. Providing a range of partnerships is key to our offer, including crisis support, advice and opportunities for residents to connect over shared interests.
The small things are a big deal.
Being a home away from home for Chinese students means recognising cultural differences so that we can bridge the gap that can otherwise make students feel isolated. For us, this means small things like learning a student’s English and Chinese names, recognising that they may not have the same cultural reference points as music, films or holidays and giving them opportunities to get involved onsite. Celebrating Chinese holidays onsite, from Chinese New Year to Singles Day, is a great way to help residents feel recognised and respected in a foreign place. That said, we also acknowledge that Chinese students are a highly diverse, creative, and internationally savvy group of students who are excited to be exploring new cultures and celebrating UK and other international holidays too. Being open to learning about and adapting to cultural opportunities is essential to creating a cohesive student experience where cultural differences are embraced as a major part of university life.
In a country where 7% of all full-time students are from China and where these students have long played a major part in the cultural cosmos of UK university life, thinking about their motivations and recognising the value of tailoring the living experience to students from different countries will be key to protecting the UK’s reputation as a welcoming destination to study. Keeping a healthy flow of international students has far-reaching consequences for everyone operating in the sector today, not least the tremendous amount these young people add to the communities they become a part of, whether domestically or overseas.
