2026 European Industry Report: Key Takeouts for the Self Storage Sector

The 2026 European Industry Report has been unveiled at the FEDESSA Conference & Trade Show in Wiesbaden, offering the latest insight into the state of the European self storage industry.

Produced by FEDESSA in collaboration with CBRE, the report brings together industry data, operator sentiment and market trends from across Europe. It provides a valuable benchmark for self storage operators, developers, investors and suppliers looking to understand how the sector is performing and where future opportunities may lie.

As a trusted partner to self storage businesses across Europe, the Janus team has reviewed the report and collated the key takeouts to help operators quickly digest the headline findings and consider what they could mean for their own facilities, growth plans and customer experience.

A sector shaped by resilience, innovation and changing customer expectations

The European self storage market continues to evolve, shaped by wider economic conditions, shifting customer behaviours and a growing focus on operational efficiency. For many operators, the report highlights the importance of understanding demand patterns, reviewing facility performance and investing in solutions that support long-term competitiveness.

Technology also remains a key theme for the industry. From digital customer journeys to access control, automation and data-led decision-making, operators are increasingly looking at how smarter systems can improve efficiency, enhance security and create a more convenient experience for customers.

Key areas covered in the report

The report outlines several important areas for the European self storage sector, including:

• AI is now firmly embedded in the sector: 84% of self storage businesses are actively using AI, making technology adoption one of the standout themes of the 2026 report.
• Operator confidence remains strong: 74% of operators expect profits to increase over the next 12 months, indicating considerable optimism despite a more challenging market environment.
• Rental rates have softened slightly: average rental rates per m² fell by 0.8% across continental Europe, excluding the UK.
• Remote management continues to grow: remotely managed stores are becoming increasingly prevalent as operators adopt technology to improve operational efficiency and support their businesses.
• Average European occupancy eased to approximately 76.5% from 78.2%. FEDESSA cautions that the considerably larger survey sample and newly opened stores still in lease-up affect the year-on-year comparison.
• Consumer awareness remains a major opportunity: awareness and understanding of self storage are still low across most European markets, suggesting substantial scope to educate new audiences.
• The industry still needs to communicate the use cases for self storage better: FEDESSA highlights an opportunity for the sector to improve how it explains the benefits and uses of self storage to potential customers.
• Overall, the picture is one of increasing sophistication rather than simple price-led growth: the combination of slightly lower average rental rates, positive profit expectations, growing remote management and widespread AI adoption points to an industry increasingly focused on technology and operational efficiency.

What this means for self storage operators

For operators, the findings reinforce the need to stay close to market trends while continuing to invest in the areas that matter most to customers: security, convenience, accessibility and ease of use. As competition grows and customer expectations continue to rise, facilities that embrace innovation and operational best practice will be better placed to respond to demand and support sustainable growth.

Whether you are planning a new development, reviewing your facility operations or exploring ways to improve the customer journey, the 2026 European Industry Report provides useful context for strategic decision-making.

Source: FEDESSA/ CBRE

Download The Report