A new survey by the INTO student recruitment company has found that international students are now applying to a greater number of institutions and countries, showing a growing preference for non-traditional and more affordable destinations.

Published on May 27, the report indicates a significant shift in student behaviour and the rise of new study-abroad destinations, according to Tom Hands, INTO's chief recruitment officer for university partnerships.

“The competition for universities in top study-abroad markets to attract overseas talent has become even tougher,” he noted.

The survey, conducted in March 2024 with 1,240 agents across 66 countries, reveals an “intensely competitive” landscape for overseas recruitment, with 87% of agents reporting an increase in the number of institutions students applied to this year.

With restrictive international student policies in the UK, Canada, and Australia, students and their counsellors are increasingly diversifying their applications to more countries, says John Sykes, INTO's CEO.

The survey found that over 11% of agents submitted applications to more than 100 universities last year, signalling rising pressure on agencies to specialise in multiple destinations. The increase in applications may lead to lower conversion and enrollment rates.

Financial concerns are playing a significant role in student decisions, as agents across Asia, Europe, the Middle East, and Africa noted the growing importance of affordability.

The survey highlighted a shift in interest towards destinations outside the traditional 'Big Four,' with European and Asian countries gaining traction. Germany and Ireland were particularly popular among South Asian agents, while Chinese agents reported increased interest in Southeast Asian destinations due to their geographic and cultural proximity.

Students in Asia are increasingly choosing to stay within the region, partly due to the reduced cost of staying closer to home.

Career opportunities are also becoming a critical factor, with 87% of agents emphasising their importance, up 5% from the previous year. “Students and parents are looking for a strong return on their investment, and careers have become a major consideration for study abroad decision-making,” Hands said.

Universities are now challenged to offer tailored employment support to attract global talent amid fierce competition. These findings align with QS’s International Graduate Outcomes report from May 2024, which showed that 53% of surveyed UK graduates wanted more career support and professional placements.

Agent training and regulation have become increasingly important, with recruitment practices under scrutiny from governments in the UK, Canada, and Australia. Accreditation frameworks like North America’s AIRC, Australia's legislative approach, ICEF’s Global Accreditation, and the UK’s Agent Quality Framework have been established.

Nearly 80% of agents sending students to the UK received training from the British Council, a partner in the AQF. In contrast, only 17% of agents sending students to the US had received any training or certification.

The report also noted that the speed of response is a major concern, with 99% of agents citing timeliness as a critical factor, even more so than application response time, degree programme choices, and incentive packages. “If you snooze, you lose,” the report concluded.