What Admissions Officers Just Revealed About The 2026-27 College Admissions Cycle

What Admissions Officers Just Revealed About The 2026-27 College Admissions Cycle

By Christopher Rim | Oct 21, 2026, 01:48pm EDT

Every admissions cycle, families turn to friends, Reddit threads, group chats, headlines, and mom blogs to seek out insider information about the college application process. What are admissions officers looking for now? How do top colleges evaluate applicants? What distinguishes qualified applicants from the rest?

Many parents and students don’t realize that answers to these questions are often more accessible than they expect. Today, there is more information than ever before freely available about what happens behind closed doors in admissions offices.

One of the most compelling sources of this insider information is Kaplan’s annual survey of college admissions officers, which tracks admissions trends, admissions officers’ predictions and priorities. This year’s survey, released this month, polled up to 245 admissions deans, directors and enrollment leaders at top national, regional and liberal arts colleges between July and September. Their answers demystified some of the most persistent misunderstandings in college admissions and offered key insights into what students can expect from this cycle.

1. Enrollment May Be Declining, But the Competition Isn’t Any Easier

The much-discussed decline in high school graduates is weighing on admissions offices. Eighty-one percent of officers are concerned about the impact of this population decline on higher education, and 68% are concerned about college closures or mergers. But only 56% are worried about their own institution.

What this indicates is a split between the realities faced at prestigious research institutions and at lesser-known regional or liberal arts colleges. At the most selective universities, competition remains (and likely will remain) fierce, with applicant pools outpacing institutional growth. At many others, fewer applicants means schools are working harder to attract students through expanded recruiting, transfer pathways and merit scholarships. Additionally, 41% of officers expressed concern about their ability to provide adequate financial aid.

This explains in part why, despite these concerns of an “enrollment cliff” of college-age students, the survey found that 90% of admissions officers surveyed did not expect this cycle to be any less competitive. Though the national pool tends to be smaller, students are hedging their bets at a larger number of schools, and many are prioritizing name-brand colleges (whether top 25 schools or well-known state schools).

2. Fit Is Becoming a Critical Component

Given the continued competition at schools across the country, admissions officers are emphasizing students’ alignment with and enthusiasm for the particular institution rather than a “one-size-fits-all” image of a qualified applicant. Seventy percent of admissions officers also agreed that traditional college rankings have lost their authority in recent years, urging students to focus on fit over perceived prestige.

Likewise, at 52% of institutions, demonstrated interest positively influences admissions decisions. That includes campus visits, information sessions, opening admissions emails and contacting a regional admissions counselor. According to one survey participant: “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.”

Just as important is who does the reaching out. Officers stressed that outreach should come from the student, not the parent. When a student takes the initiative, it demonstrates the independence and maturity colleges want to see in potential students. Parents can support behind the scenes, but the emails and questions should come from the applicant themselves.

3. Admissions Officers Are Looking For Authenticity

While the holistic review process can seem opaque, admissions officers stressed that authenticity is a critical factor in admissions decisions. One admissions officer surveyed said their college doesn’t care how many activities a student has—a few meaningful commitments matter more than a long list of activities pursued half-heartedly. Another noted: “Encouraging authenticity throughout the application process helps ensure that students are admitted, waitlisted, or denied based on who they truly are and the potential they bring. My hope is that this allows them to let go of the colleges that were not the right fit and fully embrace the communities that value them for exactly who they are.”

This emphasis on authenticity shaped some responses to AI as well. One admissions officer noted that AI is acceptable to use as an editor or coach, but should absolutely not substitute for a student’s story and voice.

Overall, the survey suggests that while the process remains competitive, it rewards students who prepare thoughtfully in advance, engage genuinely with activities they enjoy, and build applications that reflect who they truly are.

Originally published on Forbes on Oct 21, 2026