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As school choice expands and birth rates fall, schools face growing pressure to attract students. To compete, they tout academic achievement and whole-person development. However, few studies examine how these factors impact enrolment, especially across school types in exam-focused systems like Hong Kong. Using hierarchical regression analysing and data from 327 Hong Kong secondary schools, this study found academically-oriented aided schools saw higher intake when also prioritizing personal development. This implies parents increasingly want both strong academics and whole-person growth for children. It urges high-performing schools to emphasize academic and developmental excellence, aligning with 21st century education trends and parent expectations. The study informs policies to enhance offerings, transparency, and parent alignment within high-performing education systems.