European Self Storage Industry Report 2025

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European Self Storage Industry Report 2025

European Self Storage Annual Industry Report 2025

Social channels a high source of awareness

This year, additional questions were included to determine how people became aware of their local self storage facilities. Respondents could select multiple answers, and those unable to recognise a site were excluded from the analysis. Across most countries, site visibility emerged as the most common source of awareness, with the exception of Portugal—a developing market with

fewer facilities—where it played a smaller role. Notably, online advertising, despite accounting for the majority of the industry’s marketing spend, ranked among the lowest sources of awareness and was surpassed by social media in most markets. Referrals were the second most common source of recognition, yet many self storage operators do not currently run active referral programmes.

When breaking down this data by age, it becomes clear that younger generations are more likely to learn about self storage through social channels such as friends and family, social media, or advertising, rather than through store visibility or location. As this demographic ages and becomes

more likely to use self storage, it will be important for operators to adapt their marketing strategies to reflect this trend, placing greater emphasis on the channels that resonate most with younger audiences. There was negligible difference in the data by gender.

Source of recognition (By age)

Source of recognition

70%

60%

80%

70%

50%

60%

40%

50%

30%

40%

30%

20%

20%

10%

10%

0%

0%

The self storage facility is directly visible on the road

Friend or family

Outdoor advertising (e.g. billboards, transport advertising etc.)

Social media

Online advertising

Advertising on TV

Advertising in a local paper

Other

Advertising on radio

The self storage facility is directly visible on the road

Friend or family

Outdoor advertising (e.g. billboards, transport advertising etc.)

Social media

Online advertising

Advertising on TV

Advertising in a local paper

Other

Advertising on radio

18 - 24

25 - 34

35 - 44

45 - 54

55+

Germany

Netherlands

Sweden

Portugal

UK

CBRE RESEARCH AND FEDESSA

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