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Turkey's strength
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The Turkish market is in a strong position as many study abroad agencies in the country report good growth in their business and are confident about future prospects, given the current and expected economic performance.
| Key points |
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The total number of students placed by the 24 agencies in our survey was 6,910
Agencies placed between five and 1,200 students on language courses per year
Average business growth was 29.4 per cent
The average length of stay for Turkish students was 11.2 weeks
Language travel accounted for 62 per cent of business, followed by higher education placements
The UK remained the most popular destination, with the USA and Australia gaining market share
Again, only one agency canvassed charged clients a handling fee
Academic preparation programmes decreased in importance, as future work was the main motivator for studying overseas
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| Top destinations |
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Most popular courses |
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1. UK 43%
2. USA 25%
3. Australia 10%
4. Canada 9%
5. Malta 6%
6. Italy 2%
6. Germany 2%
Other 3%
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1. General 34%
2. Intensive 21%
2. Summer vacation 13%
4. Junior 10%
5. Academic prep. 7%
6. Lang. + work. 6%
7. Foundation 3.5%
7. Business lang. 3.5%
Other 2%
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| Reasons for language travel |
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Agency business by sector
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1. Future work 44%
2. Studies overseas 21%
3. Current work 17%
4. Pleasure 10%
5. Studies at home 7%
Other 1%
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1. Language 62%
2. Work & Travel 10%
3. Internships 6%
4. Volunteer 1%
Other 3%
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How do agencies recruit students?
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How do agencies find new schools to represent? |
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1. Word of mouth 37%
2. Website 25%
3. Mailshots 10%
4. Seminars to students 8%
5. Adv. in press 6%
6. TV/radio 3%
Other 11%
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1. Workshops 38%
2. Internet 24%
3. Fairs or exhibitions 16%
4. LTM/ETM 13%
5. Other press 2%
Other 7%
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| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 54%
English Australia 66%
Canada
Capls 50%
CLC 62%
France
Souffle 8%
L'Office 21%
Unosel 16%
FLE 16%
Ireland
MEI~Relsa 25%
IEAI 12%
Italy
Asils 12%
Italian in Italy 21%
Malta
Feltom 66%
New Zealand
Ed. NZ 37%
English NZ 37%
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Portugal
Aeple 0%
South Africa
Eltasa 4%
English SA 21%
Spain
Fedele 42%
UK
ABLS 42%
English UK 96%
British Council 100%
USA
AAIEP 75%
Accet 66%
CEA 25%
UCIEP 58%
International
Ialc 54%
Quality English 79%
Tandem 29%
Europe
Eaquals 50%
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Market growth
An impressive 24 different agencies in the Turkish market took part in our Agency Survey this year, and the overall growth rate for business over the past year was 29.4 per cent; not dissimilar to the 24 per cent recorded in our previous survey (see Language Travel Magazine, April 2006, pages 14-15). Barring one agency';s result of 100 per cent growth, the overall growth rate was even closer at 25.9 per cent, indicating that another buoyant year has been enjoyed by most businesses in the Turkish marketplace. One respondent said more active marketing had led to their good results, while another pointed to a robust economy driving market demand. Only two agencies recorded a negative growth rate last year.
Language and destination trends
English remains the most requested language to study overseas and behind language travel abroad, the most important sector that agencies worked in was higher education placements abroad. After English, French, German and Italian were slightly more popular than Spanish as a foreign language. The UK remained the most popular destination for Turkish clients, with 43 per cent of clients going there, just down from 46 per cent in our last survey. Meanwhile, the USA (25 per cent up from 16) and Australia (10 per cent up from 2.5) had risen in popularity this year at the expense of Canada, which saw its share decline from 22 per cent to nine per cent.
Student and course trends
Future work has now become the most important reason to study abroad, according to our agency respondents, replacing studies overseas. As a result, academic preparation programmes are no longer estimated to be requested by 14 per cent of clients overall, rather, seven per cent. Studies overseas remained the second most important reason for studying a language abroad, however, and university foundation programmes were requested by a small portion of clients (3.5 per cent, down from four per cent last year).
Agency business
Agencies continued to recruit the majority of their clients by word-of-mouth recommendation (37 per cent), and their website maintained its importance as the second-best recruitment method (25 per cent of clients), followed by mailshots. In terms of finding new school partners to work with, workshops are now of prime importance instead of fairs or exhibitions. The Internet was the second-most important tool for meeting possible new partners last year. On average, agencies worked with 169 partners and sent students to 39 in the last 12 months.
Looking ahead
Agencies are very positive about the outlook for the study abroad market, with many pointing to the expanding Turkish economy as a reason for this. Future growth of 20 per cent was a typical figure predicted by some of the participants in our survey, while one said the UK would remain popular with students despite a possible contraction in business. Overall, agents are buoyant about the future and a number have marketing strategies planned, such as increased advertising through the press or Internet.
Economic outlook
Turkey is currently enjoying its lowest inflation rate in three decades, due in part to an overhaul of the banking system. Economic reforms look set to ensure the country achieves its EU objec tives of sustainable economic growth.
Turkey has posted 18 continuous quarters of GDP growth although the growth rate slowed slightly in the third quarter of 2006, to 3.4%; below expectations.
According to a study by OECD, unemployment in the country will remain at 10.4% next year but decline to 8% by the end of 2012, while the economy will continue to grow and interest rates will gradually decline in the same timeframe.
Sources: NTV, Zaman Online, Anatolian Times
Turkish agents named a range of language programmes they work with, including, in Australia: La Trobe University, Melbourne, VIC; Shafston International College, Brisbane, QLD; Sydney College of English, Sydney, NSW; University of Melbourne – Hawthorn, Melbourne, VIC. In Canada: Cornerstone College, Toronto, ONT; CSLI, Vancouver, BC; ILAC, various; ILSC, Vancouver, BC; PLI, various. In France: Lines Languages, various. In Malta: Inlingua Malta, Sliema; Linguatime School of English, Sliema. In the UK: Beet Language Centre, Bournemouth; Bell, various; Callan School, London; Cambridge Academy of English, Cambridge; Discovery Summer, London; Hampstead School of English, London; Malvern House, London; Langbourne College, Bournemouth; LSI, London. In the USA: ALCC, New York, NY; Rennert Bilingual, New York, NY; UCLA, Los Angeles, CA; UCSD, San Diego, CA. Worldwide: Aspect; Ceran Lingua; EC English; EF; ELS Language Centers; Eurocentres, Geos; International House; Kaplan; LAL; Sprachcaffe; St Giles; Study Group.
Thank you to the following agencies for taking part in our survey: Alternatif; Asba Educational Consulting; Dil-Mes Study Abroad; Atlas Private Educational Services; Biltur Educational Travel Agent; Bosphorus ECS; Can.be International Counselling Company; Edcon Education Consultancy; Global Visions Education; Deren & Koray International Education Center; Cevik International; Edumar Education; Galata Education Consultancy; Idealist Education Consultancy; Idillinsan (Emra Kesim); Intervega Education Services; Istanbul Language Centre; Medu International Education & Student Exchange Services; Network; Truva Yurdisi Egitim; UKLA Abroad Educational Counselling; Yakin Bati; Westedu International Consultancy, Ankara; Westedu International Consultancy, Izmir.
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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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