2026-2027 College Admissions Trends: Kaplan Survey
In 2026, Kaplan conducted its annual Admissions Officer Survey, gathering data and insights from 245 college admissions officers across the U.S. These admissions experts shared their sentiments and experiences regarding the college application process, college rankings, AI, social media, and more. According to survey results, college admissions officers expect a competitive 2026-2027 admissions cycle but express concerns about an enrollment cliff. Keep reading to review key takeaways from the people making the decisions about college admissions and learn how to position yourself as a strong applicant.
TABLE OF CONTENTS:
- Overview of the 2026 Kaplan Admissions Officer Survey Results
- About the Survey: Objectives, Methodology, and Respondent Profile
- How Competitive Is College Admissions for the 2026–2027 Cycle?
- Are Colleges Still Test-Optional and Do SAT/ACT Scores Matter?
- Does Demonstrated Interest Impact College Admissions Decisions?
- How Do Early Application Deadlines Affect Your Chances?
- How Are Colleges Responding to the Higher Education Enrollment Cliff?
- Do Traditional College Rankings Still Matter to Admissions Officers?
- Key Takeaways from Admissions Officers for 2026-2027
Overview of the 2026 Kaplan Admissions Officer Survey Results
Here’s a high-level snapshot of the key findings from the Kaplan Admissions Officer Survey about the 2026-2027 college admissions cycle.
- High Competition: 90% of admissions officers expect the 2026–2027 cycle to be as competitive as or more competitive than previous years.
- Test-Optional Advantage: Although 88% of colleges remain test-optional, 64% of admissions officers state that submitting a competitive SAT or ACT score positively influences an applicant’s chances.
- Demonstrated Interest: Student-led demonstrated interest (such as campus visits, opening emails, and counselor outreach) positively impacts admissions decisions at 52% of institutions.
- Early Decision Impact: Applying via Early Decision offers substantially higher acceptance rates for students committing to their first-choice school.
- Enrollment Cliff Adaptation: 81% of admissions officers are concerned about the higher education enrollment cliff, leading schools to expand recruitment, transfer pathways, and merit scholarships.
- Rankings vs. Fit: While 70% of decision-makers agree that traditional rankings have lost prestige, officers advise students to prioritize academic and cultural fit over brand names.
About the Kaplan Survey: Objectives, Methodology, and Respondent Profile
Kaplan conducted a College Admissions Officers Survey of 245 higher education decision-makers to help bring students and families the latest insights on the college admissions landscape.
Survey Methodology & Timeline
- Data Collection Method: The data was gathered via an online quantitative survey of admissions professionals from top national, regional, and liberal arts colleges and universities.
- Survey Date Range: Fielded from July 14, 2026, through September 8, 2026.
- Institutions Included: Respondents were from top national, regional, and liberal arts colleges and universities across the United States, as compiled by U.S. News & World Report.
Respondent Profile & Demographics
- Sample Size: Up to 245 admissions deans, directors, and decision-makers participated across survey sections.
- Professional Roles: Participants include Deans of Admissions, Directors of Admissions, Vice Presidents of Enrollment, and Admissions Officers.
- Institutional Breakdown: 62% (132) of respondents represent private institutions, while 38% (80) represent public universities. Over half (51%, 108) work at colleges with student populations under 5,000, 21% (45) between 5,000 and 10,000, 10% (21) between 10,000 and 15,000, and 18% (38) at institutions with more than 15,000 undergraduates.
Based on these comprehensive insights, the admissions landscape remains fiercely competitive, even as higher education faces major demographic shifts. Below is the definitive breakdown of what admissions officers are actually saying via our detailed survey, paired directly with guidance from our Kaplan Advisors to help you understand the most important takeaways from the 2026-2027 data and what it means for your admissions chances.
How Competitive Is College Admissions for the 2026–2027 Cycle?
The 2026–2027 college admissions cycle will remain highly competitive, with 90% (191 of 212) of surveyed admissions officers expecting equal or increased competition compared to prior years.
The Data from Admissions Officers:
- High Competition Expectations: 90% of admissions officers (191 of 212) expect the 2026–2027 cycle to be as competitive as or more competitive than the previous year.
- Detailed Breakdown of Expectations: 44% (94) expect increased competitiveness (11% [24] much more, 33% [70] somewhat more), 46% (97) expect no change, 6% (13) expect somewhat less competitiveness, 0% (1) much less competitiveness, and 3% (7) are unsure.
| Competitiveness Expectation | Percentage | Count (N=212) |
| Much more competitive | 11% | 24 |
| Somewhat more competitive | 33% | 70 |
| About the same level of competitiveness | 46% | 97 |
| Somewhat less competitive | 6% | 13 |
| Much less competitive | 0% | 1 |
| Don’t know/Unsure | 3% | 7 |
What Admissions Officers Say: Explaining their testing policies, several admissions officers emphasized that submitting scores can be beneficial depending on a student’s context: “We are test optional, it’ll only help if your GPA is lower than average and you have a very good test score.”
Others noted that strong test results can expand options for funding: “While standardized test scores do not impact the chance of admissions, they may increase the available merit based scholarship.”
Are Colleges Still Test-Optional and Do SAT/ACT Scores Matter?
While 88% (215 of 245) of colleges remain test-optional for 2026–2027, submitting competitive SAT/ACT scores provides a distinct admissions advantage at 64% (135 of 211) of test-optional institutions.
The Data from Admissions Officers:
- Test-Optional Prevalence & Future Shifts: 88% (215 of 245) of surveyed institutions will not require the SAT or ACT for the 2026–2027 cycle. However, 16% (35 of 211) of test-optional schools are considering (14%, 30) or definitely planning (2%, 5) to reinstate testing requirements. Of schools currently requiring test scores (30 total), 83% (25) have no plans to drop them (50% [15] “most likely no” and 33% [10] “definitely no”).
- Admissions Advantage: 64% (135 of 211) of admissions officers at test-optional colleges state that submitting a competitive test score positively influences an applicant’s chances of admission, while 36% (76 of 211) state it does not.
- What Scores Signal: Admissions officers report that strong test scores communicate strong academic ability (69%, 160 of 232), readiness for rigorous coursework (68%, 158), ability to perform under pressure (43%, 99), strong work ethic and preparation habits (26%, 60), ambition and achievement orientation (23%, 54), self-discipline and personal responsibility (22%, 52), and persistence and resilience (13%, 29).
| Testing Policy / Score Impact | Percentage | Count |
| Test-Optional / Neither Required (N=245) | 88% | 215 |
| Require SAT or ACT (N=245) | 12% | 30 |
| Competitive score helps at test-optional schools (N=211) | 64% | 135 |
| Test-optional schools considering/planning test reinstatement (N=211) | 16% | 35 |
Does Demonstrated Interest Impact College Admissions Decisions?
Demonstrated interest positively influences admissions decisions at 52% (109 of 212) of institutions.
| Demonstrated Interest Influence | Percentage | Count (N=212) |
| Significantly influences admissions | 19% | 40 |
| Somewhat influences admissions | 33% | 69 |
| Very little influence | 16% | 33 |
| Not at all | 30% | 64 |
| Don’t know / Not sure | 3% | 6 |
What Is Demonstrated Interest?
Demonstrated interest refers to the various ways a prospective student shows a college or university that they are genuinely interested in attending—such as visiting campus, attending virtual or local information sessions, opening and reading university emails, participating in webinars, and maintaining proactive communication with a regional admissions counselor.
The Data from Admissions Officers:
- Impact of Demonstrated Interest: 52% (109 of 212) of admissions decision-makers report that demonstrated interest positively influences admissions decisions (19% [40] significantly, 33% [69] somewhat). Meanwhile, 16% (33) state it has very little influence, 30% (64) state not at all, and 3% (6) are unsure.
- Student-Driven Communication: Admissions officers emphasize that outreach should be student-led rather than parent-driven to demonstrate maturity and independence.
Direct Quotes from Admissions Decision-Makers:
- On Student-Led Engagement: “Students should be the ones driving this process. Since they are the individuals who will be living in our dorms, joining our clubs, and shaping our campus, they should be the ones reaching out. When a student shows initiative instead of their family, it shows they have the independence and drive to succeed here.”
- On Application Execution & Details: “One thing I wish every applicant and family understood is that getting into college is not just about having good grades—it’s about meeting deadlines, submitting complete documents, and staying engaged throughout the process… Families should treat the admissions process like a partnership: ask questions, check application portals regularly, respond quickly to requests, and don’t be afraid to contact the admissions office.”
- On Counselor Outreach: “Connecting with a territory counselor can make such a difference in the admission process. It can very easily be the difference between an admit and a waitlist.”
How Do Early Application Deadlines Affect Your Chances?
Understanding the distinction between Early Decision (ED) and Early Action (EA) is critical, as each option carries unique binding commitments and distinct admissions rate advantages.
What Is Early Decision (ED) vs. Early Action (EA)?
Early Decision is a binding agreement where an applicant commits to enroll if accepted and must withdraw all other applications. Early Action allows students to apply and receive an admission decision early without any binding enrollment obligation.
The Data from Admissions Officers:
- Impact on Admissions Chances: Admissions officers note that Early Decision acceptance rates are often substantially higher than Regular Decision rates, rewarding proactive applicants who commit early. While Early Action does not offer the same binding boost, it secures an earlier decision and demonstrates strong interest without locking in financial commitments.
What Admissions Officers Say: Elaborating on early application strategies, admissions deans highlighted the distinct value of Early Decision: “Early Decision admit rates are often much higher than Regular Decision, and students should start their search early and place careful consideration into whether/where to apply early.”
How Are Colleges Responding to the Higher Education Enrollment Cliff?
Colleges are responding to the higher education enrollment cliff with high concern, as 81% (172 of 212) of admissions officers express concern for the sector overall and are actively expanding recruitment into non-traditional regions, community college transfer pathways, and merit scholarships.
What Is the Enrollment Cliff?
The enrollment cliff refers to a sharp, projected decline in the college-age population—driven by a drop in U.S. birth rates beginning around the 2008 financial crisis—resulting in fewer high school graduates enrolling in higher education starting around 2025–2026.
| Enrollment Cliff Area of Concern | Very / Somewhat Concerned | Count (N=212) |
| Impact on higher education sector as a whole | 81% | 172 |
| Forced college closures or mergers | 68% | 144 |
| Impact on own institution specifically | 56% | 119 |
| Impact on ability to provide financial aid | 41% | 87 |
The Data from Admissions Officers:
- Industry-Wide Concern: 81% (172 of 212) of admissions officers are very (38%, 81) or somewhat (43%, 91) concerned about the impact of the projected enrollment cliff on the higher education sector as a whole.
- Primary Concerns: 68% (144 of 212) are concerned about forced college closures or mergers (37% [79] very concerned, 31% [65] somewhat concerned); 56% (119) are concerned for their own institution (23% [49] very concerned, 33% [70] somewhat concerned); and 41% (87) are concerned about providing adequate financial aid (18% [39] very concerned, 23% [48] somewhat concerned).
- Institutional Response: Colleges are adapting by recruiting in non-traditional regions, expanding community college transfer pathways, and increasing merit scholarship incentives.
What Admissions Officers Say: Reflecting on strategic adaptations to demographic changes, admissions leaders noted: “We are focusing on expanding our recruitment reach, strengthening relationships with high schools and community colleges, improving our transfer pipeline, and being more intentional about yield and student engagement throughout the enrollment process.”
Do Traditional College Rankings Still Matter to Admissions Officers?
While 70% (149 of 213) of admissions decision-makers believe traditional rankings have lost prestige, 88% (187 of 213) of institutions continue to participate without plans to withdraw.
| Perception / Participation in Rankings | Percentage | Count (N=213) |
| Agree rankings have lost prestige over recent years | 70% | 149 |
| Participate in U.S. News rankings with no plans to withdraw | 88% | 187 |
| Participate but considering withdrawing | 6% | 12 |
| Participate but plan to announce withdrawal soon | 2% | 5 |
| Have already withdrawn from rankings | 4% | 9 |
The Data from Admissions Officers:
- Perceived Prestige Decline: 70% (149 of 213) of admissions decision-makers agree that traditional college rankings have lost prestige over the last couple of years (20% [42] strongly agree, 50% [107] somewhat agree), while 21% (44) neither agree nor disagree, and only 10% (20) disagree (7% [14] somewhat disagree, 3% [6] strongly disagree).
- Institutional Participation Rates: 88% (187 of 213) of schools participate in the U.S. News & World Report rankings with no plans to withdraw. Only 6% (12) are considering withdrawing, 2% (5) plan to announce withdrawal soon, and 4% (9) have already withdrawn.
- Admissions Advice: Admissions officers caution students against relying on unverified online forums or social media for college choice guidance.
What Admissions Officers Say: Sharing candid opinions on rankings and unverified sources, admissions officers advised: “Stop getting your information from Reddit and other social media. Admissions is not zero-sum… Just apply and go to where your best opportunity is.” Another noted: “Finding a college that offers hands-on experiences, mentorship, and is a good fit is more important than rankings.”
Key Takeaways from Admissions Officers for 2026-2027
Below are direct responses from admissions officers surveyed across the nation, offering firsthand insights into what matters most in the admissions process:
Take the Next Step
Turn this data into a winning application strategy! Schedule a free one-on-one advising session with a Kaplan expert to discuss your goals and share how Kaplan can help you stand out in your own college admissions process.
