Doesn't teach several 'classic' subjects such as Law, Medicine, Classics and Philosophy, is high for research quality overall (83%, equalling Durham, Bath, and St Andrews) but that is only 1% more than Leicester yet average entrants to Loughborough have 14% higher grades than Leicester because students with those grades have been drawn to Loughborough), is slightly picturesque but not massively. Known for Sport, Engineering, (and Media and Communications) but not necessarily much else. Yet average entrants now have higher grades than Nottingham and Birmingham. Did it just become a go to for some private school entrants who like doing sport but who couldn't get in Bath?
Or is it also people don't want to live in Southampton as much and it's the best university that's not too far from London, for people who can't get in, or don't want to get in, Oxbridge or the London universities?
Or was it all generated by Loughborough at one time asking for higher entry grades than they knew most entrants would actually get - which then resulted in the prestige of the place going up - which then resulted in more entrants getting those asking grades. Meanwhile Leicester, essentially just about as good a place academically, kept on asking for more achievable grades.
I will end by saying that because Durham, St Andrews, and Bath have the same research quality as Loughborough yet have significantly higher entry standards, those 3 are likely overrated, the first 2 merely because of their age and the latter because Bath is a pretty city.