The End of the Amenities Arms Race: What Renters Really Want in 2025

The Intangible Premium

What's particularly striking is how highly residents value what we might call "intangible amenities"—security, professional management, reliable services. These don't require significant additional square footage or complex operations, but they fundamentally improve the living experience.

At a recent Bidwells-hosted roundtable attended by industry leaders, one participant observed: "High-speed Wi-Fi and secure building access are now core product expectations. People are wedded to these as basic requirements, not luxury add-ons."

This shift toward valuing intangible amenities reflects a maturing market where residents understand the difference between flashy features and genuine value. It also suggests opportunities for "lean BTR" models that focus on delivering exceptional service rather than extensive facilities.

The Demographic Divide

The amenity preferences reveal important demographic insights. While communal facilities score lower overall, they remain important for specific resident segments. As one operator noted: "We have the gamut from low to basically no amenity, to very highly amenitised buildings. They're built for different demographics."
The key insight isn't that amenities are unimportant—it's that different resident segments want different things:

•    Premium renters (paying £60+ per square foot) expect comprehensive amenities and will pay for guaranteed access to high-quality facilities

•    Value-conscious renters prioritise cost-effectiveness and practical amenities over communal spaces

•    Convenience-seekers value services like cleaning and maintenance over physical amenities

Innovative Approaches to Amenity Provision

Several creative solutions emerged from our discussions:

•    Centralised Amenity Hubs: One developer is creating community clubhouses where residents can opt-in to premium amenities rather than having them embedded in every building. "We're centralising amenities and giving people the choice—you need the offer, but does everybody need it?"

•    Multi-functional Spaces: Rather than dedicated-use rooms, successful developments are creating flexible spaces that can serve multiple purposes—a presentation screen that works for both cinema nights and business meetings.

•    Shared Bathroom Models: While controversial in the UK market, some developers are exploring American-style shared bathroom typologies to improve affordability while maintaining quality. "We're not brave enough yet to break that mould, but in the United States they've achieved better affordability outcomes."

The Architecture of Active Community

Amenity provision extends beyond the facilities themselves to integration within building design and operational models. As one architect noted: "There's nothing worse than going around a building with a pool that no one's in, or a gym that's empty. You need to think about who's going to choreograph the day-in-the-life of these spaces."

Success requires operational planning from the design stage, active community management programming, flexible design adapting to preferences, and realistic sizing based on actual usage rather than aspirational projections.

Looking Forward: The Amenity Evolution

The data points toward several emerging trends:

•    Service-First Models: Emphasising cleaning, maintenance, security, and community management over physical amenities

•    Opt-In Structures: Allowing residents to choose and pay for additional services rather than bundling everything into base rent

•    Technology Integration: Using smart building systems and apps to deliver convenience and connectivity

•    Outdoor Focus: Recognising that well-designed outdoor space consistently ranks highly with residents

•    Affordability Consciousness: Acknowledging that 83% of residents cite "low cost" as essential

The Strategic Implications

For BTR developers and operators, the amenity evolution requires strategic recalibration:

1.    Investment Prioritisation: Focus capital on high-impact, high-utilisation amenities rather than showcase features

2.    Operational Excellence: Invest in service delivery systems and community management capabilities

3.    Market Segmentation: Develop clear amenity strategies for different demographic targets

4.    Flexibility: Design spaces and operational models that can adapt to changing preferences