The self storage industry in Europe and globally is evolving, driven by technological innovation, changing consumer preferences, and a growing focus on sustainability. Here are five key trends shaping the future of the sector:
1. Artificial Intelligence: Smarter Storage Solutions
AI is most certainly the buzzword of the moment, and this can be evidenced by the fact that ChatGPT is one of the fastest growing platforms of all time. When the solution launched in 2022, it gained one million users in its first week!
AI is now having a profound impact on all industries including self storage, offering unprecedented levels of efficiency and customer convenience. From AI-powered chatbots providing instant customer support to predictive analytics for demand forecasting, this technology is redefining operational standards. Facilities embracing AI are not just improving service but also gaining a competitive edge.
According to the 2024 FEDESSA Industry report, 30% of European operators plan to invest in AI. The opportunity to increase productivity with AI is significant with options to gather market or competitor data, create workflows or develop marketing campaigns in faster and more efficient ways. However, operators should be mindful of how they manage company confidential information, customer records, intellectual property, or other sensitive data. It is important for businesses to have cybersecurity measures in place and human intelligence and common sense must still be applied.
2. Technological Advancements: Seamless Experiences
Technology is at the core of innovation in self storage. Digital platforms now allow customers to search, compare, and book storage units online with ease. Virtual reality (VR) and augmented reality (AR) are also making waves, offering virtual tours of facilities for prospective renters. These advancements deliver the seamless, modern experience that consumers increasingly demand. Given the importance of digital sales channels, it is not surprising that 71% of European operators state that they intend to invest in improving their websites in the next 12 months.
In addition, automation systems such as the Nokē Smart Entry solution are streamlining access, with app-controlled digital locks replacing traditional padlocks. Operators can integrate these solutions with their property management software and remotely monitor facilities whereas tenants benefit from controlling and accessing their units from the palm of their hand.
These systems are user friendly and cater to all tenants but will appeal to tech-savvy younger customers in particular. For example, Generation Z, born 1997 – 2012, is a cohort of so-called digital natives. They are the first generation to grow up with the internet, smartphones, and apps. Generation Alpha, born after 2012, is growing up in an even more hyperconnected digital world and expects accessible, convenient services in all aspects of their lives. Neither of these cohorts is likely to accept poor online experiences or outdated, manual systems.
3. Enhanced Security: Peace of Mind in the Digital Age
The possibility of break-ins, though statistically low, remains a concern for self storage facilities. Security therefore continues to be a top priority for operators in 2025 with a third planning to make investments in this area of operations. For example, perimeter security is a must for keeping a storage facility secure. Necessary measures include installing barriers such as high fencing and CCTV cameras with remote monitoring capabilities. Modern facilities will also feature biometric access controls, AI-enhanced surveillance systems, and smart alarms to protect physical assets.
Equally critical is safeguarding customer data—operators are investing in robust cybersecurity measures to protect sensitive information in an era of increasing digital threats. These upgrades provide reassurance for both personal and business users, making self storage a safe and trusted solution.
4. Sustainability: Greener Storage Facilities
The self storage sector is taking meaningful steps toward sustainability. As owners, operators, developers, and institutional investors navigate the industry’s evolution, eco-friendly practices have become a vital component of responsible business management. It is very encouraging to see that leading self storage groups such as Big Yellow and SureStore are prioritising net zero initiatives.
Many facilities are incorporating energy-efficient lighting, solar panels, green roofs, e-vehicle charging points, and sustainable construction materials such as GreenCoat® Pural BT coloured steel to minimise their environmental impact. Operators are also offering green products, such as reusable storage containers and biodegradable packing materials. These practices appeal to eco-conscious consumers and demonstrate the industry’s commitment to a sustainable future.
5. Increasing Public Awareness: Reaching New Audiences
The growing popularity of self storage is driven by better awareness and targeted marketing. However, public awareness of self storage services still varies hugely by market. In the UK, 90% of FEDESSA 2024 Survey respondents were aware of self storage, whereas in France 70% stated that they had never heard of the offering.
Suppliers and operators alike should act as positive advocates for our industry. Marketing campaigns, social media outreach, and partnerships with local businesses can help educate new audiences about the features and benefits of self storage.
Across Europe, consumers require additional space due to relatively small properties and many businesses need storage for e-commerce ventures. Additionally, the rising demand for specialty storage options—such as climate-controlled units for wine, art, or documents—is attracting a diverse range of customers. This increased visibility is fostering industry growth and helping operators connect with untapped markets.
Conclusion
As we enter 2025, self storage operators should focus on meeting evolving consumer needs and establishing themselves as valuable partners for both individuals and businesses. The potential for continued growth is significant. Here’s to a smart, sustainable, and successful year ahead!
For further details about our self storage and access control solutions, contact us at sales@januseurope.com or call +44 (0) 20 8744 9444.
