In the Netherland, the ageing society is placing an increased pressure on the already difficult housing market. Due to national ageing-in-place policies, many seniors remain in homes that no longer suit their physical, social, or care-related needs. At the same time, they hesitate to relocate due to a combination of different practical and emotional factors. While assisted living concepts offer promising alternatives, their success depends on both better alignment with the relocation process of senior and improved marketing. This thesis tries to contribute to that gap by addressing the following research question: “How can insights into push, pull and keep factors be used to optimise relocation strategies for seniors in the free rental market and enhance their assisted living experiences?”

This study applies a qualitative research approach, combining expert interviews and conducting two focus group sessions: one with current residents of assisted living housing, and another one with non-movers who seriously considered relocating. The findings reveal that relocation decisions are made after an ongoing interplay of push, pull, and keep factors. Crucially, relocation strategies must be tailored to different level of readiness. The senior that is open to relocation benefits from practical and logistical support. Conversely, hesitant seniors benefit from more emotional reassurance, reframing of assisted living narratives, and the possibility to have trial stays. Additionally, there are thing that need to be in place for both type of seniors. For instance, honouring service commitments, involving seniors in the design phase, and enhancing social infrastructure can improve the attractiveness and success of assisted living concepts for al.

The third focus group highlighted that relocation decisions may also differ by context. In urban settings, seniors placed greater weight on environmental aesthetics, proximity to family, and lifestyle opportunities. At the same time, emotional barriers such as fear of status loss could be mitigated by offering high-quality, well-designed housing that reflects their past housing achievements.

This thesis contributes to the scientific discourse by integrating the lived experiences of seniors into the analysis of senior mobility. As a result, it also offers actionable strategies for stakeholders in senior housing to create inclusive future-proof senior housing that aligns with the evolving needs and expectations of seniors.