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Hungary evolves
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The outgoing student market in Hungary is small but significant and shows promise for the future. Our first Agency Survey on this market shows that work programmes are particularly popular with Hungarian students, who may have an eye on future career prospects.
| Key points |
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| • The total number of students placed by 8 of the 9 agencies in our survey was 1,148
• Individual agencies placed between 50 and 280 students on courses per year
• Average business growth was 7.8 per cent in the last 12 months
• The average length of stay for Hungarian students was 15 weeks
• Overall, 58 per cent of Hungarian students stayed with host families when studying overseas
• On average, each agency had worked with 20 schools in the last 12 months
• Work & travel programmes represented 23 per cent of total placements on average
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| Top destinations |
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Most popular courses |
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1. UK 44%
2. Australia 28%
3. Germany 6%
4. Spain 5%
5. Ireland 3%
6. Canada 2%
6. USA 2%
8. France 1%
8. Italy 1%
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1. Intensive 29%
2. Language & work experience 24%
3. General 19%
4. Summer vacation 8%
5. Business 7%
6. Junior 6%
7. Acad./exam. prep. 2%
8. University found. 1%
Other 4% |
| Reasons for language travel |
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Average percentage agency business |
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1. Pleasure 24%
2. Studies at home 21%
3. Future work 20%
4. Studies overseas 18%
5. Current work 17% |
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1. Language programmes 63%
2. Work & travel 23%
3. Higher education 9%
4. Internships 2%
Other 3% |
How do agencies recruit students?
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How do agencies find new schools to represent? |
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1. Website 36%
2. Word of mouth 30%
3. Seminars to students 16%
4. Mailshots 7%
5. Adv. in press 5%
6.TV/radio 1%
Other 5%
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1. Workshops 31%
2. Internet 27%
2. Fairs and expos 27%
4. LTM/ETM 5%
5. Other press 1%
Other 9%
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| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 22%
English Australia 67%
Canada
Capls 33%
CLC 44%
France
Souffle 22%
L'Office 0%
Unosel 11%
FLE 44%
Ireland
MEI~Relsa 67%
Italy
Asils 22%
Italian in Italy 11%
Malta
Feltom 44%
New Zealand
Ed. NZ 22%
English NZ 33%
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Portugal
Aeple 0%
South Africa
Eltasa 11%
English SA 0%
Spain
Fedele 67%
UK
ABLS 33%
English UK 78%
British Council 89%
Europe
Eaquals 44%
USA
AAIEP 33%
Accet 22%
CEA 22%
UCIEP 22%
International
Ialc 33%
Quality English 78%
Tandem 11%
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Market growth
This is the first time we have surveyed agencies in Hungary about their business and the answers submitted reveal some interesting trends about Hungary’s outbound student market. Nine agencies took part in this first survey and together they sent at least 1,148 students overseas in 2007 – one agency did not reveal numbers. This is a relatively low number when compared to some of our Agency Surveys, such as Turkey – where agencies sent 6,910 students overseas (see LTM, March 2007, page 16). Two agencies recorded a decrease in business in the past 12 months while the others reported static business or increases of between five and 32 per cent. Overall business growth however was a positive 7.8 per cent. One agent described the Hungarian student market as “unpredictable” and said that increased business after Hungary joined the European Union (EU) never materialised and this was probably because of increased competition.
Language and destination trends
English was by far the most popular language to learn and was chosen by 82 per cent of Hungarian language travellers, followed by German which was chosen by nine per cent and Spanish by four per cent of agency clients. Of the most popular English speaking destinations to visit, the UK was in top place, chosen by 44 per cent of clients, followed by the long-haul destination of Australia, which was chosen by 28 per cent of students. The high number of students travelling to Australia is perhaps influenced by the fact that one agency dealt solely with schools in Australia – and the popularity of work & travel programmes in that country. Among the agencies that dealt with schools in more than one country, one agency sent 80 per cent of its clients to Australia and another sent 66 per cent of students to this destination, so Australia is surprisingly popular as a destination among Hungarian students.
Student and course trends
Following with the work & travel trend, language and work experience programmes (offering paid or unpaid placements) were the second most popular course requested, after intensive programmes. Hungary’s membership of the EU since 2004 may also have influenced this trend, since more programmes are now available. General programmes and summer vacation courses then followed. At 15 weeks, the average length of stay was quite high – influenced by those agencies that sent a high percentage of students to Australia. Agents reported that 37 per cent of clients were taking language studies for current or future work, but interestingly, 24 per cent of clients were deemed to be studying for pleasure only.
Agency business
An agency’s website is the chief means of recruiting potential clients (36 per cent), although word-of-mouth recommendation (30 per cent) was a close second, while seminars for students were also significant, responsible for an average 16 per cent of the client base. Meanwhile, workshops were the primary source of new school partners for agencies.
Looking ahead
Overall, agencies believe 2008 will bring more business, and the economic prognosis is good. One agent reported that work and study programmes would continue to be popular as students focused on their career prospects.
Economic overview
• Growth of the Hungarian economy fell to its lowest point for 11 years in 2007 with the growth rate of GDP falling to 0.9 per cent. This is largely due to the drastic downturn in the performance of agriculture and the construction industries.
• The primary driving force behind the minimal economic growth was industry last year with the value of the sector increasing by 7.4 per cent.
• Future prospects for the economy look positive with inflation likely to decrease in 2008 and an export-driven recovery predicted this year after a “big slowdown” last year. Investment from EU funds is also expected to boost GDP growth.
Source: Hungarian Ministry of Economy and Transport/Forbes
Hungarian agents named a range of programmes they work with, including, in Australia: Ability Education, Sydney, NSW; Carrick Institute of Education, Melbourne and Sydney; Elsis English Language School, Sydney, NSW; Global Village, Sydney and Brisbane; Shafston International College, Brisbane, QLD; Sydney Business and Travel Academy, Sydney, NSW; The Education Group, Sydney, NSW. In Austria: Actilingua, Vienna. In Canada: Language Studies Canada, various. In France: Nacel, Cholet. In Germany: BWS Germanlingua, Munich; Horizonte, Regensburg. In Ireland: Cork Language Centre, Cork; Language Centre of Ireland, Dublin. In Morocco: Evec Training Africa, Rabat. In Spain: Ad Astra, La Coruna; Juventud y Cultura, Madrid. In the UK: Anglo Continental, Bournemouth; Churchill House, Ramsgate; English 2000, Bournemouth; Kings School, London; LSI, various; Malvern House, London; Shane Global Language Centre, London; Castle Hill School, Stamford. In the USA: American Institute for Foreign Study, Stamford, CT; Rennert Bilingual, New York, NY. Worldwide: Kaplan Aspect; EC English Centres; Sprachcaffe.
Thank you to the following agencies for taking part in this survey: AIEC Quest Australian International Education Centre, Arany Oroszlán, International Holiday House, Lingvisit, OTP Travel, Quaestor, Study Tours, Studygo, Studytime.
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