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Turkey upbeat
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The market in Turkey remains robust and largely focused towards the UK, with good growth recorded and little change in trends since 2007, except Canada gaining market share.
| Key points |
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| • The total number of students placed by the 18 agencies in our survey was 16,061
• Individual agencies placed between one and 10,000 students on courses each year
• Average business growth was 32 per cent
• The average length of stay for Turkish studentswas 11 weeks
• Language learning overseas only accounted for 52.5 per cent of overall agency business
• Canada gained market share this year at the expense of Australia while the UK remained on top
• Only one agency charged clients a handling fee of US$150 for US bookings only
• In the last 12 months, agencies worked with an average of just 24 different language schools
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| Top destinations |
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Most popular courses |
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1. UK 46%
2. USA 29%
3. Canada 12%
4. Australia 3%
5. Germany 2%
6. Italy 1%
7. Spain 0.5%
7. France 0.5%
Other 6%
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1. General 35%
2. Intensive 24%
3. Junior 12%
3. Summer vacation 12%
5. Academic/exam preparation 6%
6. Language & work experience 4%
7. Business 3%
7. University found. 3%
Other 1% |
| Reasons for language travel |
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Average percentage agency business |
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1. Future work 37%
2. Studies overseas 33%
3. Current work 16%
4. Studies at home 8%
5. Pleasure 3%
Other 3% |
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1. Language learning 52.5%
2. Work and travel 17%
3. Higher education 14%
4. Internships 5%
5. Volunteer 3.5%
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 41%
2. Website 20%
3. Mail shots 12%
4. Seminars to students 9%
5. Advertising in press 7%
6. Advertising on TV/radio 3%
Other 8% |
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1. Wokshops 32%
2. Internet 28%
3. Fairs & expos 19%
4. LTM/ETM 14%
3. Other press 3%
Other 4%
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| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 66%
English Australia 66%
Canada
Capls 72%
CLC 66%
Languages Canada 27%
France
Souffle 16%
FLE.fr 11%
L'Office 16%
Unosel 6%
Ireland
MEI~Relsa 33%
Italy
Asils 16%
Italian in Italy 22%
Malta
Feltom 77%
New Zealand
Ed. NZ 33%
English NZ 38%
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Portugal
Aeple 0%
South Africa
Eltasa 6%
English SA 22%
Spain
Fedele 27%
UK
ABLS 33%
English UK 94%
British Council 100%
Europe
Eaquals 66%
USA
AAIEP 77%
Accet 66%
CEA 44%
UCIEP 55%
International
Ialc 66%
Quality English 83%
Tandem 27%
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Market gMarket growth
Many agencies that took part in this year’s survey gave impressive growth statistics, with seven agencies posting growth of 50 per cent or more in the last year. Reasons for this include an agency opening new offices or more long-term year-round students enrolling. With just one agency posting a drop in business of 60 per cent, overall business growth stood at 32 per cent. This is slightly higher than the 29.4 per cent growth recorded in our previous survey of the Turkish market (see LTM, March 2007, pages 16-17).
Language and destination trends
The UK remains the most popular destination for Turkish clients, with a slight gain (46 per cent compared with 43 per cent in our previous survey), while the USA also retains its second position with 29 per cent market share. This year, it seems that Australia has lost out to Canada, with 12 per cent of clients going to Canada and only three per cent to Australia, down from 10 per cent last year. English was studied by 83 per cent of students with the next most significant language requested being German (nine per cent).
Student and course trends
Nearly 60 per cent of students chose general or intensive language programmes, and a further 12 per cent enrolled on summer vacation programmes, despite the fact that 33 per cent of students were said to be studying for further studies overseas. Junior programmes were also significant; chosen by 12 per cent of clients – these patterns were the same as in our previous survey. Just over half (51 per cent) chose host family accommodation and 35 per cent opted for residential. Only three per cent of clients were estimated to be studying for pleasure only.
Agency business
Agencies relied on word-of-mouth recommendation primarily to recruit clients, and the website was the second-most useful recruitment tool, ahead of mailshots. Although agencies had relationships with an average of 150 partners, active business in the last 12 months was typically with just 24 different schools, although many agencies named large chain schools among their business partners (see box). In order to find new partners, agencies used a real combination of sources, including workshops, the Internet and Language Travel Magazine (LTM). Overall, language placement only accounted for just over half of an agency’s activity – work & travel programmes and higher education placement were also notable business segments for Turkish agencies.
Looking ahead
Most agencies felt confident that business would continue to grow, with one agency noting good exchange rates with other countries and another pointing to growing awareness among the public of the value of study abroad. As possible dampeners, one agency mentioned work & travel programmes were slightly eroding interest in language programmes, while another noted some visa problems, although they said Australia would win bookings as a result of this. Finally, one respondent said that “in spite of an economic slowdown”, in the country he expected growth of at least 10 per cent – so Turkey certainly remains upbeat.
Economic overview
• The Turkish economy has been prospering for the last five years with an average economic growth rate of seven per cent. Turkey’s economy is now ranked as the sixth strongest among European nations.
• Foreign direct investment (FDI) reached a record high of US$22 billion in 2007, making Turkey the fifth-largest recipient of FDI among developingcountries and the 16th in the world.
• However, the oil-dependent economy is likely to slow down slightly amid high oil prices and a global credit crunch. Inflation is rising and predicted economic growth is from four to five per cent in 2008.
Sources: Today’s Zaman, The Economic Times
Turkish agents named a range of programmes they work with, including, in Australia: Ability Education, Sydney, NSW; La Trobe University, Melbourne, VIC; Shafston International College, Brisbane, QLD; University of Melbourne – Hawthorn, Melbourne, VIC; University of Technology – Sydney, NSW. In Canada: Geos, various; ILAC, various; King George International College, Vancouver; McKinsey International College, Toronto; PLI, various. In Germany: Eurasia Institute, Berlin; Goethe Institut, various. In the UK: Beet Language Centre, Bournemouth; Cavendish School of English, Bournemouth; ETC College, Bournemouth; Hampstead School of English, London; King Street College, London; Melton College, York; Moira House, Eastbourne; Studio School of English, Cambridge; Twin, London; Westbourne Academy, Bournemouth. In the USA: ELS Language Centers, various; Zoni Language Centre, New York, NY. Worldwide: EC; Eurocentres; Study Group; Kaplan Aspect; St Giles; Sprachcaffe; LSI; EF.
Thank you to the following agencies for taking part in this survey: Cevik International; Alternatif; Arlin Egitim Danismanlik; Omega Education; Nil Danismanlik; Teorem International Education Consultancy; Global Visions; Done Education Consultancy; Academy English Educational Counselling Services; Dil-Mes Study Abroad Advisory Agency; EndInspection Co.; Bogazici (Bosphorous) Education Counselling Services; Horizon International Education Consultancy; Poseidon Work and Study Abroad; Genctur; 1dil1insan; EduYork; Galata Education Consultancy.
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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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