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Saudi’s diversity
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Despite well documented demand for the USA among Saudi students, many have sought alternative language destinations such as the UK and New Zealand according to our Agency Survey. Meanwhile, higher education appears to be big business.
| Key points |
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| • The total number of students placed by five of the six agencies in our survey was 4,125
• Individual agencies placed between 100 and 3,000 students on courses per year
• Average business growth was 37 per cent in the last 12 months
• The average length of stay for Saudi Arabian students was 13 weeks
• Overall, 57 per cent of Saudi Arabian students stayed in host family accommodation when studying overseas
• The UK was the most popular destination for Saudi Arabian students, followed by New Zealand and Canada
• On average, each agency worked with 31 schools in the last 12 months
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| Top destinations |
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Most popular courses |
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1. UK 52%
2. New Zealand 15%
3. Canada 13%
4. Australia 12%
5. Usa 3%
Other 5%
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1. Intensive 40%
2. General 29%
3. Summer vacation 12%
4. University found. 8%
5. Acad./exam. prep. 5%
6. Junior 2%
6. Lang. & work exp. 2%
6. Business 2%
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Reasons for language travel
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Average percentage agency business |
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1. Studies overseas 55%
2. Current work 17%
3. Future work 16%
3. Studies at home 8%
5. pleasure 4%
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1. Lang. programme 38%
2. Higher education 35%
3. Work & travel 19%
Other 8% |
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. Adv. in press 24%
3. Website 16%
4. Seminars to students 4%
5. Mailshots 2%
Other 16%
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1. Internet 34%
2. Fairs & expos 18%
3. LTM/ETM 10%
4. Workshops 6%
Other 32% |
| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 17%
English Australia 33%
Canada
Capls 50%
CLC 67%
France
Souffle 0%
L'Office 0%
Unosel 0%
FLE 0%
Ireland
MEI~Relsa 0%
IEAI 0%
Italy
Asils 0%
Italian in Italy 0%
Malta
Feltom 0%
New Zealand
Ed. NZ 50%
English NZ 83%
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Portugal
Aeple 0%
South Africa
Eltasa 0%
English SA 17%
Spain
Fedele 0%
UK
ABLS 17%
English UK 50%
British Council 100%
Europe
Eaquals 0%
USA
AAIEP 0%
Accet 40%
CEA 17%
UCIEP 0%
International
Ialc 0%
Quality English 17%
Tandem 0%
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Market growth
Only six agencies participated in our first ever Agency Survey on Saudi Arabia (although the total market size is small anyway) but almost all agents reported a surge in the number of students opting to study abroad – although one agency did not disclose the amount of students it sent overseas in 2007. Five agencies reported a business growth of between 20 and 200 per cent while one agent noted business had decreased by as much as 80 per cent in the last 12 months. Business growth was far from stunted, however, coming in at 37 per cent overall.
Language and destination trends
In 2005, US President Bush and Saudi Crown Prince Abdullah drew up an agreement that called for a greater exchange of students between the USA and Saudi Arabia, a wish that was certainly fulfilled. The latest Open Doors report indicates a huge surge in Saudi students at English language schools in the USA thanks to the introduction of government scholarships (see page six). However, the UK was conversely the most popular study destination last year, according to our survey respondents, with a 52 per cent share of the student market. Perhaps US-bound students apply through different channels for study abroad, as the USA polled just three per cent. English appeared to be the preferred language of choice among Saudi Arabian students, accounting for 98 per cent of all agency bookings, however, German and French made a slight dent in the statisitics, each accounting for one per cent of all student applications.
Student and course trends
Higher education placements generate a lot of agency business, with an estimated 35 per cent of clients interested in studying at a foreign university, just behind the 38 per cent of clients requesting language courses overseas. And a majority of students learn a language for further studies overseas – 55 per cent. Meanwhile, 33 per cent were learning a language for current or future work purposes. Saudi Arabian students opted for an in-depth form of learning with intensive language programmes accounting for 40 per cent of the student base, however, general language programmes polled second place with 29 per cent. In addition, summer programmes and university foundation courses proved fairly popular, achieving 12 per cent and eight per cent respectively. Average length of stay among Saudi students was 13 weeks.
Agency business
Our agents reported that word-of-mouth recommendation was responsible for 37 per cent of new business, while press advertising is also a valid form of recruitment in Saudi Arabia and attracted 24 per cent of business last year. In terms of finding new school partners, the Internet was most useful, leading to 34 per cent of new business relationships.
Looking ahead
Most agents forecast continued business growth for 2008. The benefits of studying abroad remain apparent and with the King Abdullah Scholarships Programme (Kasp) launched for the 2007-2008 academic year, Saudi students can now beneift from a scholarship programme that aims to send 5,000 students abroad each year to the USA, Canada, Australia, New Zealand, Korea, China and India.
Economic overview
• Strong oil prices and historically high output levels will enable the government to raise public spending, particularly on capital projects. These are projected to decline from 19 per cent of GDP in 2007 to 5.7 per cent of GDP in 2012.
• Despite high oil export earnings, strong import growth will push down the trade surplus. This will lead to a narrowing of the current-account surplus to an estimated 6.1 per cent of GDP in 2012.
• Demand for homes in the kingdom exceeds supply, mainly because 70 per cent of the population is below the age of 30. Land prices rose between 20 and 40 per cent in 2006. In Riyadh, the price per square metre was US$106 - US$340.
Sources: The Economist and AME Info
Saudi Arabian agents named a range of language programmes they work with, including, in the UK: Anglo European School of English, Bournemouth; Beet Language Centre, Bournemouth. Worldwide: Eurocentres, various; EC, various; EF, various; Kaplan Aspect, various.
Thank you to the following agencies for taking part in this survey: Al Amoudi Travel Agency, Sameerah Corporation, Almarefh Agency, IDP Education Pty Ltd, A2Z Management, Matoolah for Tourism.
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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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