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Feedback on agents survey and marketing implications

  • Date: March 26, 2025
  • Time: 12:30 – 13:30
  • Cost: BAISIS member – £55, BSA member – £75, Member additional attendee – £25, Non-member – £110
  • Audience: Marketing and admissions team, SLT/SMT, all staff involved in the recruitment of international students, agents, guardians
  • Platform: Zoom (online)

Course Outline:

Each year, BSA and BAISIS undertake a survey of over 2000 educational agents globally to find out their thoughts on the UK boarding school market. The present market and predictions about the future are considered in the survey and agents’ answers are then collated and analysed.

The results give an up-to-date picture of the market for British boarding schools across the world from those who know best what is happening now and what is likely to happen.

This session will share and discuss, hot off the press, the findings from our 2023 survey, with a focus on the market outlook for our specific sector.

Caroline Nixon and Sarah Bellotti will be joined by two educational agents to consider how the results could be interpreted and utilised in our schools, informing planning and practice for the future.

Learning outcomes:

The session will inform schools’ marketing and strategic planning for the short, medium and long term with relevant, up to date and unique information.



Sarah Bellotti, Chair BAISIS and Head Mill Hill International

Sarah was elected BAISIS Chair in January 2022, having served as Deputy Chair since November 2020.
Sarah started her career in education at an international school in Rome, Italy and then returned to the UK to take up a post at King’s Ely where she later became Director of King’s Ely International. Since 2014, Sarah has worked at The Mount, Mill Hill International as the founding Headteacher.


Caroline Nixon, BSA International & Membership Director

Caroline has worked in international education for over 30 years.  She is International & Membership Director at Boarding Schools’ Association, and Director of Caroline Nixon Education Ltd., as well as a member of the advisory group to the British Government’s All Party Parliamentary Group for international students.

Caroline set up and runs the BSA educational agent certification scheme and is involved with the BSA’s accreditation of international schools.  Her background is in international education marketing and she also set up and ran a leading international school in the UK.  She has helped several UK schools to establish new overseas branches, advised an international school opening in the UK, set up a guardianship agency for an educational group, and advises schools on international marketing and academic and pastoral provision for their international students.