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Turkey resolute
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The Turkish market fared well in 2008 with agents reporting positive business growth. Meanwhile, fairs and exhibitions provided plenty of new business opportunities for agencies.
| Key points |
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| • The total number of students placed by the 10 agencies in our survey was 14,350
• Individual agencies placed between 24 and 12,000 students on courses per year
• Average business growth was 26 per cent in the last 12 months
• The average length of stay for Turkish students was 17 weeks
• Overall, 70 per cent of Turkish students stayed in host family accommodation
• Language learning overseas accounted for 62 per cent of overall agency business
• On average, agencies worked with 53 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 55%
2. USA 21%
3. Canada 8%
4. Australia 5%
5. Malta 4%
6. China 1%
6. Germany 1%
6. New Zealand 1%
6. Spain 1%
Other 3%
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1. General 35%
2. Intensive 21%
3. Summer vacation 18%
4. Junior 8%
5. Academic/exam prep. 5%
5. Business 5%
7. Lang. & work experience 3%
7. University foundation 3%
Other 2% |
| Reasons for language travel |
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Average percentage agency business |
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1. Future work 48%
2. Studies overseas 20%
3. Current work 19%
4. Studies at home 7%
5. Pleasure 2%
Other 4% |
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1. Language programmes 62%
2. Work & travel 18%
3. Higher education 9%
4. Internships 4%
4. Volunteer 4%
Other 3% |
How do agencies recruit students?
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How do agencies find new business partners? |
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1. Word-of-mouth 42%
2. Website 21%
3. Seminars to students 8%
4. Email/ online marketing 7%
5. Advertising in press 5%
5. Mail shots 5%
7. Advertising on tv/radio 11%
Other 11%
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1. Fairs & expos 37%
2. Internet 16%
3. LTM/ETM 16%
4. Workshops 14%
5. Other press 1
Other press 16%
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| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 30%
English Australia 60%
Canada
Languages Canada 90%
France
Souffle 20%
FLE.fr 20%
L'Office 30%
Unosel 20%
Ireland
MEI~Relsa 80%
Italy
Asils 30%
Italian in Italy 30%
Malta
Feltom 80%
New Zealand
English NZ 40%
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Portugal
Aeple 20%
South Africa
Eltasa 20%
English SA 30%
Spain
Fedele 40%
UK
ABLS 50%
English UK 100%
British Council 100%
USA
AAIEP 100%
Accet 90%
CEA 70%
UCIEP 60%
International
Eaquals 70%
Ialc 70%
Quality English 70%
Tandem 30%
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Market growth
The global economic downturn only really took hold at the end of 2008 and was subsequently not reflected in this year’s Agency Survey of Turkey; eight out of 10 agencies indicated that business had flourished in 2008. Average business growth across all of our respondents was a healthy 26 per cent, a slight decrease on the 32 per cent recorded in 2007 (see LTM, September 2008, pages 24-25). However, when looking at individual performances, growth patterns were quite varied with one agent declaring a 70 per cent hike in business while another recorded just a 15 per cent increase. Meanwhile, one agent reported that business had declined by 20 per cent, and another indicated that business had been consistent.
Language and destination trends
The UK continues to appeal to Turkish students, with 55 per cent choosing to study there, up from 46 per cent previously. The USA lost a little of its market share, dropping from a 29 per cent to a 21 per cent share. Canada too was looked upon less favourably with just eight per cent of students opting to study there (four percentage points down on last year). Malta, meanwhile, stormed up the charts, accounting for a respectable four per cent share. The top non-English speaking countries included China (one per cent), Spain (one per cent) and Germany (one per cent).
Student and course trends
Agents reported that 48 per cent of clients were studying another language with future work prospects in mind, a marked increase on the 37 per cent recorded previously. The percentage of students studying a language in preparation for higher education abroad dipped significantly, down 13 percentage points to just 20 per cent. Summer vacation programmes were requested by 18 per cent of agency clientele, up six percentage points on last year but general language courses continue to dominate the market, accounting for 35 per cent of all agency requests (the same figure recorded in 2008).
Agency business
Turkish agents were less likely to find new business partners at agent workshops this year – just 14 per cent reported that they had sourced new partners this way, compared with 32 per cent in 2007. Instead, agents acquired new contacts via fairs or exhibitions (up 18 percentage points), the Internet or trade media. Agents still rely heavily on word-of-mouth recommendations to recruit clients (42 per cent), while their website was the second best means of recruiting (21 per cent). On average, Turkish agents represented 159 partners in 14 different countries and had been actively working with 53 schools in the last 12 months.
Looking ahead
Despite working in such a volatile marketplace, several agents expect to see bookings increase over the next 12 months. One very upbeat respondent said that the industry would continue to grow, as Turkish students knew the importance of investing in education abroad. Others, however, determined that enrolment numbers would suffer a little in 2009. One agent expressed his concern over long-term placements, while another announced that they would no longer offer internship programmes due to problems concerning visa issuance.
Economic overview
• The Turkish economy has been looking a little vulnerable of late with officials predicting that GDP growth will slow again in 2009 (GDP rate dropped from 2.3 per cent in 2008 to just 0.4 per cent in early 2009).
• It’s hoped negotiations concerning Turkey’s EU membership will regain some momentum after elections later this year. Progress is still likely to be slow, however. Even under the best-case scenario, membership would not be possible before 2015.
• Consumer price inflation rose to 12 per cent year-on-year in October 2008 from 11.1 per cent one month earlier.
Source: The Economist
Turkish agents named a range of language programmes they work with, including, in Canada: Ilac – International Language Academy of Canada, Toronto; Pacific Language Institute, various. In Malta: Linguatime, Sliema. In the UK: Beet Language School, Bournemouth; Bournemouth Business School International, Bournemouth; Churchill House School of English, Ramsgate; ETC International College, Bournemouth; Frances Kings School of English, London; Golders Green College, London; Malvern House, London; Tti School of English, London. In the USA: ELS International, various. Worldwide: EC English; Kaplan Aspect; International House; Embassy CES; Language Studies International; Sprachcaffe; St Giles International; Geos.
Thank you to the following agencies for taking part in this survey: Horizon International Education Consultancy, Hamle Danismanlik – Study Abroad, Cevik International, Pasifik International Educational Consultancy, IES, Plus Akademi Education & Career Center, Oxford Language Centre, ECE Abroad, Network Educational Services, Global Visions Turkey.
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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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