A new global study reveals that in-person MBA programs are regaining popularity among prospective business school students, aligning with the growing corporate push to bring workers back to the office.
According to the 2025 Prospective Students Survey by the Graduate Management Admission Council (GMAC), which gathered insights from nearly 5,000 respondents across 147 countries, there has been a noticeable uptick in the number of students favoring on-campus MBA programs. This shift reflects broader workplace trends, as companies like JP Morgan and Amazon double down on office-based operations, mandating more consistent in-person attendance.
The survey showed the MBA remains the preferred degree among more than half of global global management education (GME) candidates, maintaining strength in its traditional strongholds like India, Canada, and Latin America. However, the MBA has lost some favor among United States candidates compared to last year. This may be a driving force behind a global increase in preference for business master’s degrees—especially the specialized programs that have been rolling out at business schools over the past several years.
Cost remains a critical factor among all prospective students considering business school, and how candidates plan to finance their degrees has evolved with an uptick in interest in grants, scholarships, and fellowships.
Student Preferences Shift Back to Campus
The GMAC report highlights a renewed appetite for full-time, in-person MBA study. Seventy-three percent of respondents indicated a preference for this traditional format in 2024, up from 68% the previous year. Additionally, interest in part-time, on-campus learning also rose, with 9% of candidates choosing this route—an increase of five percentage points year-on-year.
Conversely, enthusiasm for remote and hybrid learning models is beginning to wane. Flexible study options dropped by 2% compared to 2019 levels, and only 5% of students opted for them this year. Similarly, blended or hybrid programs fell slightly, with just 7% of students selecting this format—down from 9% in 2023.
“Perhaps as companies return to the office’ after several years of remote and hybrid work following the pandemic, candidate preferences for educational opportunities are following suit,” the report said.
“And while preference for online learning has remained mostly stable among all candidates over the past six years, preference for the format has increased among older candidates, with about one-quarter of candidates aged 40 and older who prefer online learning.”
The findings also align with other recent MBA candidate surveys, which show an 11% rise in preference for full-time campus-based study compared to last year.
Nearly three-quarters of candidates prefer full-time, in-person programs, reversing a multi-year decline.
Younger Candidates Drive the Shift
Age appears to play a significant role in shaping learning preferences. Candidates aged 23 to 30 demonstrated the strongest surge in interest for full-time, in-person study. Among 25- to 30-year-olds, 79% preferred the on-campus option—up from 70% in 2023. Similarly, the 23–24 age group rose from 76% to 81%.
Those under 22 years of age remained the most consistent, with 80% expressing interest in studying on campus, a slight rise from the previous year. The only demographic to show declining enthusiasm for in-person programs was candidates over the age of 40, where interest dropped from 33% to 28%.
GMAC analysts suggest this generational divide may reflect differing expectations about the future of work. Younger candidates—anticipating more office-based roles as return-to-office policies expand—appear increasingly inclined to prepare for those environments through traditional classroom learning.
Women Show Shifting Preferences
While women have historically leaned toward flexible and hybrid MBA formats, this year’s survey shows a major pivot. In 2024, preference among women for blended programs dropped by half, falling from 12% to just 6%. However, they still remain less likely than men to pursue full-time, in-person programs overall.
This trend was consistent across most regions, with exceptions in Latin America—where women already favor on-campus study—and Canada, where interest among women in full-time programs continues to decline.
Finance and Management Fields Favor On-Campus Learning
Interest in in-person study also varied by intended field of specialization. Master’s in Finance and Master’s in Management candidates expressed the strongest desire for full-time, on-campus instruction, at 86% and 82% respectively. Meanwhile, those pursuing degrees in Entrepreneurship and Accounting showed a stronger preference for flexible study, with 59% and 60% opting for these formats.
Ethics and Sustainability Now Key Career Considerations
Beyond delivery format, students are increasingly considering corporate values when evaluating potential employers. The GMAC study noted a rising interest in business ethics and sustainability, suggesting a shift in how students align their education and future career goals.
As the MBA landscape continues to evolve, the growing demand for in-person learning signals a return to pre-pandemic norms—driven not only by corporate expectations but also by a desire among students for immersive, hands-on business education.
