In Ecuador, higher education institutions have faced changes and have been forced to reconfigure their corporate identity, academic offerings, and even the modality of studies and schedules. The current scenario invites us to propose a new model and assume the expectations of future university students, hence the objective is to identify market trends in relation to services and infrastructure at the time of choosing a university. The study uses a quantitative approach, collecting numerical data and analyzing them with statistical techniques. The research tool is the survey, which allows us to obtain 2,638 records, with a sampling error of ±1.95%. The reliability of the survey, according to Cronbach's alpha statistic, is 0.904. The main results show that 26.4% will be the first generation to enter the university, The Catholic University is positioned as a leader in teaching excellence, research programs and athletic achievements. On the other hand, the University San Francisco de Quito stands out in academic prestige and infrastructure. In addition, 38.13% of respondents prefer to study abroad.