|Spirit of endeavour
There are always new opportunities in this industry and we profile a number of new avenues for readers to consider, whether that may be to become ‘trained’ or ‘accredited’ by one of the schemes that exists (pages 44-46), to work with some emerging higher education destinations (page 21) or to consider China for inclusion in their portfolio (pages 52-54).
In Mexico, a study travel market which we have not surveyed for some time, there was certainly an air of optimism to come from survey respondents as the country emerges from recession. They spoke of setting up new office locations, developing marketing materials, improving their sales force or attending fairs and workshops as decisions taken that would build business in the coming year (pages 24-25).
As well as developing a company from the inside, it is clear that there are more channels developing that enable external validation of a business and we devote some space to considering this in this issue. Some agencies attest that they are keen to court credentials, whereas others believe that this will have little impact on the decision of students, who are removed from the validation process. This latter group believe word-of-mouth feedback to be more important (page 9). Undoubtedly, the training or accrediting outfits are enterprising, at least, in their aim.
And this spirit of endeavour is also clear to be seen among education institutions, many of whom are investing in new school premises that really do sharpen the definition of cutting edge; showers on every floor of the new Bellerbys building in Oxford and concealed laptops within desks sounds pretty cool to me (page 8). Others are going all transatlantic, with Kings College launching a new school in the the heart of Hollywood, USA, putting world-famous attractions and the odd celebrity or two, I’m sure, at student fingertips (page 6).
It is also timely to announce our name change, from Language Travel Magazine to Study Travel Magazine; a name which we feel more accurately reflects our broad remit of bringing you incisive content that is relevant to the international education industry, incorporating language, higher education and more. Our sub-brands, Language Travel Magazine, Education Travel Magazine and Work Wise, will still exist, but Study Travel Magazine is a much better umbrella brand from which our stable of products will be delivered to you (page 7).