2017: what to expect? market data and guide for …...5 market overview english language travel –...
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2017: WHAT TO EXPECT?
MARKET DATA
AND GUIDE FOR SCHOOLS
SAMUEL VETRAK STUDENTMARKETING, CEO
ENGLISH UK MARKETING CONFERENCE FEBRUARY 3, 2017
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INTRODUCTION 2 GLOBAL APPROACH
HQ VIENNA
AS AN ESOMAR MEMBER, I COMPLY WITH THE ICC/ESOMAR CODE AND ESOMAR WORLD RESEARCH GUIDELINES.
SAMUEL VETRAK, CEO, STUDENTMARKETING
STUDENTMARKETING IS A UNITED NATIONS WORLD TOURISM ORGANIZATION AFFILIATE MEMBER.
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ABOUT US OUR CLIENTS 3
DESTINATIONS ASSOCIATIONS PROVIDERS
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PART 1 4
PART 1 MOBILITY TRENDS
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5 MARKET OVERVIEW ENGLISH LANGUAGE TRAVEL – DESTINATIONS
Source: StudentMarketing, 2016
0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
USA UK AUSTRALIA CANADA IRELAND NEW ZEALAND
MALTA SOUTH AFRICA
2011 2012 2013 2014 2015 STUDENT WEEKS
* 2015 data is not available.
*
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6
Source: StudentMarketing, 2016
MARKET OVERVIEW ENGLISH LANGUAGE TRAVEL – TOP SOURCE MARKETS & 2013 V 2015 CHANGE
0
250,000
500,000
750,000
1,000,000
1,250,000
1,500,000
1,750,000
2,000,000
12%
2%
25%
5%
15% 1
1%
25%
28%
6%
5%
6%
11%
15%
4%
30%
7%
25%
39%
24%
55%
STUDENT WEEKS INCREASE DECREASE
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PART 2 11
PART 2 INDUSTRY TRENDS
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2016 YEAR IN REVIEW 8
Source: StudentMarketing, 2016
GROWTH DEVELOPMENT CONSOLIDATION DECLINE MATURITY
HIGH GROWTH
LOW RIVARLY
INCREASING RIVALRY
EXTREME RIVALRY
STRONG BUYERS
MA
RKET
SIZ
E 2016
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PRODUCT CHANGES
Demand for English learning abroad is slowing but still growing
While other languages are expected to grow
The purpose of learning a foreign language abroad moves away from
personal reasons (fun, desire to learn the language, travel component), towards
career reasons (current or future studies, employment-related prospects)
More juniors
More packaging
More multilingual customers
14
Source: IALC & StudentMarketing, 2016
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M&As AND CLOSURES 15 UK ELT SUPPLY
Source: StudentMarketing, 2016
LANGUAGE CENTRE MERGER/ACQUISITION CLOSURE
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VERTICAL INTEGRATION 17
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PRICE 18
DISCOUNTS
NET PRICE GROSS PRICE SPECIAL OFFERS
SEASONAL PRICING
DYNAMIC PRICING
BONUSES
REGIONAL PRICING
HEDGING
TACTICAL PRICING COST-BASED PRICING
PROMOTIONAL PRICING
PSYCHOLOGICAL PRICING
MARKET PENETRATION PRICING
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13
Source: IALC & StudentMarketing, 2016
COMMISSION
0%
5%
10%
15%
20%
25%
CHINESE ENGLISH FRENCH GERMAN ITALIAN JAPANESE PORTUGUESE RUSSIAN SPANISH
AVERAGE COMMISSION PER LANGUAGE IN %
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INNOVATIONS 21
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AFFILIATIONS 22 IN TIMES OF MATURITY BUSINESSES - GET CLOSER
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PART 3 23
PART 3 2017 OUTLOOK
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2017 PREDICTIONS 17
1. Less price war (re-action)
2. More strategic solutions (proactive approach)
3. Exit of smaller players
4. M&As and portfolios
5. Packages
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MARKETING
FAM Tours (selected agents and redistributors)
Repeated business
Social media marketing
Mobile marketing
Visual component (video)
25
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THANK YOU!