The international student market is evolving rapidly, with students from India, Malaysia, Kenya, Hong Kong and Singapore bringing new expectations and priorities to their study-abroad journeys. For universities, this represents both a challenge and a tremendous opportunity.
Global Reviews’ recent analysis of over 1,600 international student voices, collected between 2022 and 2025, reveals how institutions can sharpen their appeal. By mapping the student journey across awareness, exploration, application and enrolment, the research highlights clear opportunities to remove friction, build trust and meet international students where it matters most.
Reputation alone is not enough
Rankings remain important, but they are no longer the sole driver of choice. International prospects want to see evidence of quality beyond “top 100” claims – such as graduate employability, industry partnerships, research outcomes and authentic student stories.
Our analysis shows that reputation is the #1 driver of final preference, but international students increasingly look for past student success and visibility in search rankings when assessing options. Universities like Victoria University and La Trobe have begun weaving student stories and testimonials directly into international landing pages to make their promises more tangible.
For universities wanting to stand out, the opportunity lies in blending rankings with lived experience: showcasing graduate outcomes, embedding user-generated content, and presenting research strengths in plain language.
Clarity of course information drives confidence
When it comes to course selection, international students place higher importance than domestic peers on every detail: entry requirements, career pathways, fees, industry connections and study modes. Yet too often, course pages overwhelm or obscure the essentials.
Students report feeling frustrated when they cannot easily compare courses or see what differentiates one program from another. This is a “moment that matters” – if information is hard to find, they disengage.
Best-practice examples come from UNE and UQ, who combine concise summaries with expandable detail, offering downloadable study plans, testimonials, career outcome data and fee clarity. The model is clear: present decision-critical elements up front, then allow students to drill down into detail without friction.
Career outcomes are the strongest motivator
Across markets, the most consistent driver is employability. International students invest heavily in their education and want reassurance it will lead to meaningful job outcomes. In fact, 38% said career aspirations were essential when choosing a course – almost double the rate of domestic students.
Universities that link courses directly to careers win favour. This means embedding modules that show internships, graduate salaries, employer partnerships and alumni stories on every course page. Victoria University and Torrens University provide good models, highlighting salary ranges and industry ties to demonstrate return on investment.
For institutions, this is a golden opportunity: align every course with a clear career pathway and you will build the confidence students need to commit.
Fees and funding must be transparent
Cost remains the biggest barrier to studying abroad, cited by more than 70% of international prospects. But what frustrates students most is the lack of upfront clarity.
Our research shows that international students want a single, consolidated view of fees, scholarships and living costs. The University of Queensland achieves this by grouping all financial information in one place on course pages, making it easier for students to judge affordability.
Opportunities exist to go further: providing comparison tables against other universities, calculators for living costs in different cities, and persistent scholarship call-outs throughout the journey. This transparency reduces stress and helps international students feel confident in their investment.
Entry requirements need to be personalised
Eligibility remains a major decision filter, yet many universities present dense, generic pages that confuse rather than clarify. International students want tailored views that show what their qualifications and English scores mean in practice.
Best-practice examples include Griffith, ECU and La Trobe, who offer country-specific entry requirement tools and clear guidance on alternative pathways. Adding an interactive “pathway finder” reassures students that even if their first preference is out of reach, alternatives exist. This is critical for prospects who feel they are risking a great deal in applying abroad.
Student life and location shape perception
While career and cost dominate decisions, lifestyle and support matter deeply too. Adelaide, for example, is often overlooked compared to Melbourne or Sydney, yet when positioned around affordability, safety and quality of life, it becomes a compelling choice.
Students want to see authentic content: videos, blogs, testimonials and facts that bring a city and campus to life. Griffith University excels here, curating rich “Life in Australia” hubs that give international students confidence they will thrive socially and academically.
The opportunity is clear – universities must not only sell their courses but also their city, community and support systems.
Smooth application and enrolment experiences matter
Finally, the digital journey itself plays a defining role. International students often report higher effort in completing simple tasks like finding course ranges or understanding how to apply.
Preferred support channels vary by market – for example, Kenyan students favour contact forms while Hong Kong students lean on FAQs. Offering smart enquiry forms, contextual FAQs and tailored “How to Apply” pages for international audiences removes friction and builds trust.
Equally important is enrolment. International undergraduates in particular report low satisfaction with digital support and onboarding. A guided “welcome dashboard” that steps students through enrolment, support services and campus navigation can significantly improve first impressions.
What universities should do next
The findings from our research can be distilled into five practical priorities:
- Prove quality beyond rankings – showcase outcomes, research and student voices.
- Make course pages effortless – combine concise highlights with expandable depth.
- Tie courses to careers – embed employment pathways across the student journey.
- Be transparent about costs – group fees, scholarships and living expenses in one view.
- Smooth the digital path – simplify applications and onboardings with tailored tools.
