Excelencia in Education aims to accelerate higher education success for Latino students by providing data-driven analysis of the educational status of Latino students, and by promoting education policies and institutional practices that support their academic achievement. This second brief of a three-part series on Hispanic-Serving Institutions (HSIs) examines Latino students' college choices. While Latino students may not be aware of the HSI designation, they are in fact converting existing colleges and institutions into HSIs simply as a function of their own decisions--a trend that shows signs of continuing for several more years. This brief maintains Excelencia in Education's commitment to apply knowledge to public policy and institutional practice. To examine Latino students' college choices, an analysis of national enrollment patterns with data from focus groups conducted with Latino college students from different institutions across the country was blended. The results show the impact of Latino students' emphasis on selecting colleges near their homes. This emphasis, coupled with the concentration of Latino housing patterns, leads to the concentrated enrollments of Latino students that form HSIs. Other important decision factors, from lower sticker price to friendly atmosphere, buttress these choices--and present higher education decision makers with new information to use in choosing policies to adopt and programs and services to provide. Two appendices are included: (1) Summary of "Inventing Hispanic-Serving Institutions (HSIs): The Basics"; and (2) Focus group participant summary characteristics. (Contains 5 endnotes.)