“More expensive courses deter price-sensitive international markets”
Every admissions team has heard it: “We can’t raise our fees, students won’t pay.”
It feels logical. The cost of study is rising everywhere, from tuition to accommodation and visas. But in international recruitment, what seems like common sense doesn’t always line up with what the data shows.
We see how universities balance affordability with perceived value every intake. The reality? The relationship between cost and conversion isn’t as simple as it sounds.
Why it can be true
For students from emerging economies, affordability can be decisive.
A small increase in tuition or living expenses can shift applications to destinations like Canada, Germany or Australia, where scholarships and part-time work options appear more attainable.
For these students, the decision often comes down to the family’s total outlay, not just tuition.
Why it isn’t always
But for many, a UK degree represents something more than price: it’s an investment in prestige, employability, and long-term mobility. In some regions, higher fees can even strengthen perceptions of quality or career outcomes.
As one international director recently told us, “Our applicants aren’t comparing us on cost, they’re comparing us on confidence.”
What the data says
Universities can validate or challenge this myth by looking at:
- Application and enrolment trends before and after fee adjustments
- Deposit-to-enrolment conversion rates by market
- Market segmentation by household income or funding model
- Competitor benchmarking to see where students are redirecting
- Student survey data on perceived value and ROI
Insight takeaway
Fee changes don’t have to mean losing markets, not if your value story keeps pace.
Understanding which cohorts are price-driven versus value-driven turns fee strategy from guesswork into growth.
💬 This post is part of Enroly’s Intuition to Insights series, exploring the myths shaping international recruitment.
Next week: do students from the same country really make the same decisions?
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