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GAELA / FELCA meeting – 4 September 2009 1. Surveys sent to associations on 1 July Associations asked to send to their members Response deadline of 24.

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Presentation on theme: "GAELA / FELCA meeting – 4 September 2009 1. Surveys sent to associations on 1 July Associations asked to send to their members Response deadline of 24."— Presentation transcript:

1 GAELA / FELCA meeting – 4 September

2 Surveys sent to associations on 1 July Associations asked to send to their members Response deadline of 24 July GAELA responses – 271 FELCA responses – 101 Individual reports circulated to each association for their own reference & analysis Broad analysis undertaken based on location of college/agent 2

3 language college responses 3

4 4

5 Over the first 6 months of 2009, has the number of international students commencing a language course with your institution grown or declined? 5

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8 The most common response by country: grown a lot none grown Australia, New Zealand, UK, Canada (=) remained stable International, South Africa, Canada (=) declined Ireland, USA declined a lot Malta 8

9 Do you feel positive or negative regarding the prospects for the language travel industry over the next 6 months? 9

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12 The most common response by country: very positive none positive Australia, New Zealand, South Africa, USA neutral UK, International negative Canada, Ireland, Malta very negative none 12

13 Some of the reasons: positive GFC driving increased demand, currency exchange rates good, forward enrolments strong, specific institution strategies negative GFC, currency exchange rates bad, swine flu, increased competition, negative media, visa issues, fewer employment opportunities for students 13

14 What were your top 3 source countries over the first 6 months of 2009? 14

15 most references in top 3 1South Korea143 2Saudi Arabia95 3China80 4Japan66 5Brazil54 6Spain50 7Germany38 8Italy35 9Switzerland32 10France26 15

16 What were your top 3 source countries over the first 6 months of 2009? Australia= Korea (47) China (34) Saudi Arabia (17) New Zealand= Korea (22) Saudi Arabia (17) Japan (15) Canada= Korea (24) Saudi Arabia (18) China (15) USA= Saudi Arabia (33) Korea (30) China (22) UK= Spain (8) Saudi Arabia (7) Germany (7) Ireland= Spain (29) Brazil (18) Italy (16) Malta= Germany (9) France (5) Italy (5) South Africa= Brazil (7) Angola (4) Korea (4) 16

17 Which three source countries grew the most over the first 6 months of 2009? 17

18 most references in top 3 1Saudi Arabia86 2China67 3Brazil45 4South Korea34 5Vietnam33 6Spain29 7Thailand29 8Japan28 9Italy24 10Switzerland24 18

19 Which three source countries grew the most over the first 6 months of 2009? Australia= China (30)Vietnam (25) Saudi Arabia (19) New Zealand= Saudi Arabia (17)Thailand (8) China (7) Canada= Saudi Arabia (24)Brazil (8) Korea (7) USA= China (21) Saudi Arabia (17) Taiwan (10) UK= Saudi Arabia (6)Italy (5) France (4) Ireland= Spain (12)Italy (9) France (7) Malta= Italy (4)France (3) Spain (2) South Africa= Brazil (4)Saudi Arabia (3) Angola (2) 19

20 Which three source countries declined the most over the first 6 months of 2009? 20

21 most references in top 3 1Japan115 2South Korea113 3Taiwan48 4China30 5Germany30 6Brazil28 7Italy26 8France25 9Spain25 10Mexico21

22 # of colleges experiencing decline # of colleges experiencing growth Japan11528 South Korea11334 China3067 Brazil2845 Italy2624 Spain

23 Which three source countries declined the most over the first 6 months of 2009? Australia=Japan (38)Korea (27)Taiwan (17) New Zealand=Japan (13)Korea (9)Taiwan (8) Canada=Japan (22)Korea (17)Mexico (14) USA=Korea (25)Japan (21)Taiwan (17) UK=Korea (5)Germany (4)Japan (4) Ireland=Korea (22)Italy (12)Spain (12) Malta=Germany (5)Italy (5)Korea (4) South Africa=Germany (6)Korea (3)Switzerland (3) 23

24 What are the top 2 challenges currently confronting your institution? 24

25 great diversity in the responses countries/colleges experiencing declining numbers focused on the causes for the decline as the challenges they need to overcome countries/colleges experiencing increasing numbers focused on the implications of the growth for their operations as their challenges many comments also related to the challenge of reducing their vulnerability by diversifying their markets in response to specific declines in traditional markets like Japan & Korea. 25

26 countries/colleges experiencing declining numbers focused on the causes for the decline as the challenges they need to overcome GFC visa regime creating barriers swine flu lack of diversity / dependence on certain markets that are now in decline currency fluctuations negativity / lack of confidence in the market lack of / incompetent government marketing support 26

27 countries/colleges experiencing declining numbers also listed some of the implications of declining numbers as the challenges they need to overcome coping with decreasing budgets maintaining quality cashflow issues maintaining staff confidence / morale 27

28 countries/colleges experiencing increasing numbers focused on the implications of the growth for their operations lack of space /need to expand physical premises sourcing good teachers and other staff sourcing quality homestay families and other accommodation options maintaining quality overdependence on certain markets 28

29 other challenges increased costs – government levies, wages, compliance etc. discounting by competitors / requests for discounts from agents visa factories - unregulated, cheap competition identifying creative marketing strategies (including the internet) increased activity from competitor countries and competitor colleges responding to negative image/reputation promoted by the media increased demands relating to regulation/compliance coping with new client groups 29

30 What can your Association do to support you in the current environment? 30

31 Marketing Advocacy Information / communication Quality PR 31

32 Marketing marketing support and information re student numbers, trends & opportunities; raising and maintaining the profile of member colleges as the quality option; encouraging agents and students to choose association member colleges; developing & maintaining a quality brand for the association & its members; facilitate the development of business relationships with agents. 32

33 Advocacy lobbying to achieve a supportive/effective visa regime; lobbying on other issues related to our competitiveness eg. work rights for students; lobbying for consistent standards across all colleges - compulsory accreditation; lobbying to minimise compliance costs; working with government to create a strong country brand. 33

34 Information / communication keep us informed of developments that could impact on our business; facilitate networking with colleagues to share solutions to issues; collect and share data to allow us to benchmark our performance; ensure you keep in touch with what your members want/need. 34

35 Quality maintain and promote quality standards; facilitate the sharing of best practice; provide professional development. PR promote the importance and quality of the language travel industry domestically; present a positive image of the language travel industry. 35

36 agent responses 36

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38 Over the first 6 months of 2009, has the number of international students you have sent overseas for a language course grown or declined? 38

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41 The most common response by country: grown a lot none grown Italy, France (=), Turkey (=) remained stable Spain, Thailand, Vietnam, Turkey (=) declined Brazil, Japan, Russia, Korea, France (=), Turkey (=) declined a lot Mauritius 41

42 Do you feel positive or negative regarding the prospects for the language travel industry over the next 6 months? 42

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44 44

45 The most common response by country: very positive none positive Brazil, Russia, France (=), Italy (=), Mauritius (=), Thailand (=), Vietnam (=) neutral Japan, Spain, Turkey, Italy (=), Mauritius (=), Thailand (=), Vietnam (=) negative Korea, France (=), Mauritius (=) very negative none 45

46 What were your top 3 destination countries over the first 6 months of 2009? 46

47 most references in top 3 1UK73 2USA66 3Canada39 4Australia34 5Ireland31 47

48 What were your top 3 destination countries over the first 6 months of 2009? Spain=UK (23)Ireland (16)USA (14) Thailand=Australia (17)UK (16)USA (14) Brazil=Canada (13)USA (8)UK (7) Japan=USA (10)Canada (6)Australia (5) 48

49 Which countries are seeing increasing demand from students over the first 6 months of 2009? 49

50 most references in top 3 1UK47 2USA30 3Canada21 4Australia18 5New Zealand7 50

51 Which countries are seeing increasing demand from students over the first 6 months of 2009? Spain=UK (18)USA (8)Canada (4) Thailand=UK (11)Australia (7)USA (4) Brazil=Canada (8)UK (4)Australia (4) Japan=USA (5)UK (3)Canada (2) 51

52 Which countries are seeing decreasing demand from students over the first 6 months of 2009? 52

53 most references in top 3 1Ireland25 2USA20 3Australia16 4UK13 5New Zealand8 53

54 # of agents experiencing decreased demand # of agents experiencing increased demand Ireland253 USA2030 Australia1618 UK1347 New Zealand87 54

55 Which countries are seeing decreasing demand from students over the first 6 months of 2009? Spain=Ireland (15)Malta (5)USA (4) Thailand=USA (6)Australia (5)NZ (5) Brazil=Ireland (4)UK (4)USA (3) Japan=Australia (5)NZ (3)UK (2) 55

56 What are the top 2 challenges currently confronting your organisation? 56

57 Business Levels maintaining business levels/flow of students [issues associated with GFC, swine flu, increased competition, currency exchange rates, visas] Financial financial issues/cashflow/running efficient operations/controlling costs (as a result of above) Operational coping with changes to visa requirements finding good staff 57

58 Strategic Planning / Marketing diversifying services to provide other sources of revenue/offering more destinations; adjusting marketing strategy & services to match changes in demand; finding new partner colleges; differentiating ourselves from other, low quality agencies that discount; establishing a strong internet presence; marketing on a reduced budget/high promotional costs; sourcing good quality accommodation for students/providing quality services. 58

59 What can your Association do to support you in the current environment? 59

60 Promotion Information / communication Professionalism Advocacy 60

61 Promotion indirect - promoting study abroad more generally amongst the general public/general PR & key messages in the media; direct – promoting my agency to potential students/ coordinated marketing strategies/advertising; promote the use of agents that are members of the association/promote the professionalism of agents; support with holding student fairs/coordination of such events to minimise costs; organising workshops/facilitating links with colleges facilitating fam trips. 61

62 Information / communication keep us updated on global developments that have an impact on our business; work closely with embassies, consulates and visa offices so that we can get the most updated information; communicate news/information about our country to colleges/stakeholders. 62

63 Professionalism professional development/training; establish standards for members and monitor and promote them; networking opportunities with colleagues; have a strong relationship with other associations to learn from each other and share experiences. 63

64 Advocacy improve the empowerment of the industry/raise the professional profile of the industry with government; cooperate with college associations to influence policies eg. visa policy; work to influence the policy of airlines; cooperate with college associations to promote the use of agents; lobby government to provide funding support for study abroad. 64

65 useful information / data obtained for each association specific to their membership for FELCA and GAELA for the industry more broadly do we want to do this kind of survey again? 65


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