Understanding International Parent Expectations: What Influences Decision-Making?

Behind every international student is a parent - often the financier, advisor, and ultimate decision-maker. Ignoring this stakeholder is a strategic error. In 2025, international recruitment strategies that don’t account for parental priorities risk missing conversion at the final mile.

1. Proof of Value

Parents want more than brochures. They want proof that the degree is worth it - via graduate employment data, real-world skill development, and alumni success stories.

2. Safety, Housing, and Support

Families need to feel confident about where their child will live, how they’ll be supported, and what happens if things go wrong. Highlighting orientation programs, health services, and peer support systems helps bridge this gap.

3. Clear Communication

Parents want timely, professional responses. They appreciate multilingual materials, personalized emails, and the option to speak to someone (ideally in their region).

4. Transparent Visa and Fee Process

Confusion around visa steps, bank transfers, or refund policies creates anxiety. Institutions that walk families through these steps with clear instructions and proactive updates create trust.

5. Connection with Alumni and Local Networks

Parents love testimonials - especially from fellow parents. Featuring alumni stories and local advisors or reps adds a layer of confidence.

Understanding and speaking to parental expectations isn’t an optional add-on - it’s now central to international student conversion.