Business Schools Use Application Fees to Boost Enrolment
Charging a fee attracts more committed candidates, according to a 2025 study of European business schools.
Updated on Oct. 19, 2026 in College Applications
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A 2025 study of 19 business schools across Europe found that programs charging application fees report higher student enrolment rates. While these fees discourage some applicants, they appear to filter for more committed candidates.
Why it matters
Higher enrolment rates indicate that application fees act as a signal for student commitment, which allows schools to better manage their admissions and onboarding processes. This trend suggests that more institutions may adopt fees as a standard admissions strategy.
Approximately 66% of business school programs currently charge a median application fee of €100. Enrolment rates vary by program type, with summer schools reaching 92% and full-time MBAs reporting a 51% median rate.
The details
Institutions with application fees receive 10 percentage points fewer total applications than those that remain free. Schools often counter lower volume by actively engaging admitted students with personalized information regarding visas, accommodation, and onboarding.
Timeline
The 2025 Admissions Conversion Benchmark Study provides these findings.
Culture Shift
This shift towards pay-to-apply models follows the methodology identified in the 2025 Admissions Conversion Benchmark Study. It represents a move away from open-access application policies toward strategies that prioritize high-intent, converting students.
Prospective students should anticipate that application fees may become a more common requirement when applying to competitive business school programs. Applicants should view these fees as a factor in their overall budget when finalizing their list of schools.
The takeaway
Prospective students can expect a more rigorous, engagement-heavy onboarding process once an application fee is paid. Schools using this model aim to convert a higher percentage of their admitted pool through proactive communication.
Further reading
For more on evolving admission strategies, visit the College Applications section.
Source note: This article includes information reported by Times Higher Education (THE).
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