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Germany stable
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The study abroad market in Germany is looking healthy according to the results of our latest Agency Survey on this country, and despite difficult economic conditions in 2009, many agencies predicted that business would grow over the next year.
| Key points |
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| •The total number of students placed by the 18 agencies in our survey was 16,913
• Individual agencies placed between 12 and 5,000 students on courses per year
• Average business growth was 7.7 per cent in the last 12 months
• The average length of stay for German students was 9.3 weeks
• Overall, 45 per cent of German students stayed in host families when studying overseas
• One of the agencies surveyed charged their clients a handling fee
• In the last 12 months, agencies worked with an average of 61 different providers
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| Top destinations |
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Most popular courses |
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1. UK 25%
2. Spain 19%
3. Malta 15%
4. USA 10%
5. France 10%
6. Italy 4%
7. Canada 2%
8. Australia 1%
Other 18%
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1. General 35%
2. Intensive 24%
3. Junior 15%
4. Academic prep. 10%
5. Summer 8%
6. Lang. & work exp. 6%
7. Business 2%
Other 14% |
| Reasons for language travel |
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Average percentage agency business |
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1. Future work 55%
2. Pleasure 25%
3. Current work 20%
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1. Language progr. 71%
2. Higher education 15%
3. Work & travel 6%
4. Internships 5.5%
5. Volunteer 0.5%
Other 24% |
How do agencies recruit students?
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How do agencies find new business partners? |
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1. Website 41%
2. Word-of-mouth 24%
3. E/online 12%
4. Advert in press 7%
5. Mail shots 5%
6. Sem to students 1%
Other 10% |
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1. Workshops 39%
2. Fairs and expos 34%
3. Internet 15%
4. LTM/ETM 6%
5. Other press 1%
Other 5% |
| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 12%
English Australia 41%
Canada
Languages Canada 24%
France
Souffle 65%
FLE.fr 59%
L'Office 6%
Unosel 12%
Ireland
MEI 53%
Italy
Asils 35%
Italian in Italy 18%
Malta
Feltom 82%
New Zealand
English NZ 35%
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Portugal
Aeple 6%
South Africa
EduSa 18%
Spain
Fedele 88%
UK
ABLS 18%
English UK 76%
British Council 100%
USA
AAIEP 41%
Accet 41%
CEA 0%
UCIEP 12%
International
Eaquals 76%
Ialc 76%
IHWO 59%
Quality English 59%
Tandem 53%
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Market growth
A greater number of agencies took part in this year’s Agency Survey on Germany (18 compared with 10) meaning that we were able to survey a larger section of the market than previously analysed. At 7.7 per cent, business growth was greater than 2008’s figure of 5.2 per cent (see LTM January 2008, page 14), and the mood was largely positive among agents when asked about their business. One agency said that bookings had declined by 200 per cent in the last 12 months, however, this figure was not included as it was atypical to the figures given. Only four respondees said that business had decreased in the last 12 months and a further three said that it had stayed the same. Of those who posted an upturn in business, percentage increases ranged between four and 70 per cent.
Language and destination trends
The number of students wanting to learn English overseas remained fairly consistent with 2008’s findings (59 per cent compared with 63 per cent), although it continues a downward trend that has been noted since 2005 when 78 per cent of agency business involved counselling students about English programmes abroad. Instead, more students (24 per cent) were interested in learning Spanish overseas and a further 10 and five per cent respectively were interested in learning French and Italian. The destinations chosen by students were fairly similar to 2008, with 25 per cent of students choosing the UK, compared with 23 per cent previously and 19 per cent choosing Spain, compared with 20 per cent. The most noticeable change was an increase in the percentage of students choosing to study in Malta (15 per cent).
Student and course trends
Students appear to be playing safe with their course choices overseas, opting for general or intensive or academic language programmes. In total, 71 per cent of students were going overseas for a language course and a further 15 per cent were intending to study in higher education abroad. The percentage of students choosing internship or volunteering options was low at five per cent and 0.5 per cent respectively, which is a decrease on our previous findings which saw 13 per cent opting for an internship overseas and two per cent volunteering in another country. Very few agencies gave detailed figures for student motivation, acknowledging the fact that clients often have a variety of reasons. However, of those who did give percentage figures, the most popular reason for studying overseas was for future work purposes (55 per cent).
Agency business
Agents generally found their school partners through fairs & expos and agent workshops, with 73 per cent of business partners reported to be found through these means, up from 55 per cent previously. Agencies indicated that the Internet accounted for 15 per cent of new partners while Language Travel Magazine/Education Travel Magazine accounted for a further six per cent. When it came to finding new student clients, an agency’s website continues to be the most significant marketing tool, attracting 41 per cent of all new business.
Looking ahead
Most agencies were fairly upbeat about future business growth, despite the economic difficulties of 2009. Some reported that they were introducing special offers, updating their website and profiling courses in new destinations over the next 12 months.
Economic overview
• Germany’s economy began a process of recovery in the second quarter of 2009 and this is expected to continue over the next two years. In 2009, their GDP contracted by 4.9 per cent and this is projected to rise by 1.6 per cent in 2010 and 1.2 per cent in 2011.
• The labour market has been very subdued of late and it is likely that job losses will rise over the next few years. Estimates suggest that the official unemployment figure could rise from 3.4 million in 2009 to 3.8 million in 2010 and 4.2 million in 2011.
• Consumer prices are projected to rise moderately by an average of 0.9 per cent in 2010 and one per cent in 2011, compared with 0.3 per cent in 2009.
Source: Deutsche Bundesbank
German agents named a range of language programmes they work with, including, in Australia: Langports, Brisbane, QLD. In Canada: IH Vancouver, Vancouver, BC. In France: Actilangue, Nice; Alpha B, Nice; Idiom, Nice. In Ireland: Dublin School of English, Dublin; Linguaviva, Dublin. In Italy: Cultura Italiana, Bologna; Palazzo Malvisi, Bagno di Romagna; Scuola Verde L’Olmo, Portico di Romagna. In Malta: Bels, St. Julian’s; Elanguest, St. Julian’s; GV Malta, St Paul’s Bay; Linguatime, Sliema. In New Zealand: Campbell Institute, Auckland/Wellington. In Spain: Academia Valencia, Sanlucar de Barrameda; Barcelona Lingua, Barcelona; Colegio Maravillas, Benalmadena; Costa de Valencia, Valencia; Debla, Malaga; Escuela Montalban, Granada; IH Barcelona, Barcelona; Malaca Instituto, Malaga; Mediterraneo, Malaga; Estudio Sampere, Madrid. In the UK: Central School of English, London; Discovery Summer School, various; EAC, Edinburgh; EC English, London; ELC, Bristol; Exsportise, various; Lines, various; London School of English, London; Melton College, York; Southbourne School of English, Bournemouth; St Bedes Summer School, Hailsham; St Brelade’s College, Jersey. In the USA: CEL, San Diego, CA; Florida Language Center, Ft Lauderdale, FL; Rennert, New York, NY. International: Academia Columbus.
Thank you to the following agencies for taking part in this survey: Active Abroad, Ausland Sprachendienst, AWES Wellness & Erlebnis Sprachreisen, Better School!, Business Sprachkurs & Sprachreisen proclass.com, Dr Steinfels Sprachreisen, Easy Sprachreisen, F+U Academy, German American Institute Tuebingen, GLS Sprachenzentrum, Kolumbus Sprachreisen, KulturLife, OneWorld, Sprachdiekt, Sprachreisen Carambuco, Studiosus Sprachreisen, TREFF Sprachreisen, Vamos Sprachreisen.
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Contact any advertiser in the this issue now
The following language schools, associations and accommodation providers advertised in the latest edition of Language Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.
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