One of my specialisms as an Admissions Tutor was international recruitment, and I did it very well. It's not been long since my term finished. I don't agree with this statement from @brookstar at all:
^International applications ( including recruitment and finance) are very different to home applications. Every single bit of the process is different - and international students look for different things when choosing a university and course. It's very difficult to make direct comparisons.^
I know @brookstar has done research, but our team dealt with thousands of international applicants, with the academic and other tricky questions passed to me (and some onwards from me). Home and International students share desires for high quality education, transparent standards, employability or readiness for further study, value for money, suitable local culture, networking potential, etc. Of course the details of what this means to an individual are interpreted through that person's background.
BTW I heartily applaud @brookstar for her partial list of hidden expenses universities must meet. As much as I criticise the greedy choices many made with the introduction of the £9250 cap, there is a great public misunderstanding around this that is making the current situation worse.