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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 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
language college responses
3
0 10 20 30 40 50 60 70
Australia
Canada
International
Ireland
Malta
NZ
SA
UK
USA
4
Over the first 6 months of 2009, has the number of international students commencing a language course with your institution grown or declined?
5
9%
28%
24%
28%
11%
grown a lot
grown
remained stable
declined
declined a lot
0% 5% 10% 15% 20% 25% 30%
6
0% 20% 40% 60% 80% 100%
TOTALIreland
MaltaInternationalSouth Africa
USACanada
UKNew Zealand
Australia
grown remained stable declined
7
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
Do you feel positive or negative regarding the prospects for the language travel industry over the next 6 months?
9
0% 5% 10% 15% 20% 25% 30% 35%
very positive
positive
neutral
negative
very negative
10
0% 20% 40% 60% 80% 100%
TOTALIreland
MaltaInternational
CanadaUSA
UKNew Zealand
AustraliaSouth Africa
positive neutral negative
11
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
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
What were your top 3 source countries over the first 6 months of 2009?
14
most references in top 3
1 South Korea 143
2 Saudi Arabia 95
3 China 80
4 Japan 66
5 Brazil 54
6 Spain 50
7 Germany 38
8 Italy 35
9 Switzerland 32
10 France 26
15
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
Which three source countries grew the most over the first 6 months of 2009?
17
most references in top 3
1 Saudi Arabia 86
2 China 67
3 Brazil 45
4 South Korea 34
5 Vietnam 33
6 Spain 29
7 Thailand 29
8 Japan 28
9 Italy 24
10 Switzerland 24
18
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
Which three source countries declined the most over the first 6 months of 2009?
20
most references in top 3
1 Japan 115
2 South Korea 113
3 Taiwan 48
4 China 30
5 Germany 30
6 Brazil 28
7 Italy 26
8 France 25
9 Spain 25
10 Mexico 21
21
# of colleges experiencing
decline
# of colleges experiencing
growth
Japan 115 28
South Korea 113 34
China 30 67
Brazil 28 45
Italy 26 24
Spain 25 29
22
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
What are the top 2 challenges currently confronting your institution?
24
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
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
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
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
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
What can your Association do to support you in the current environment?
30
Marketing
Advocacy
Information / communication
Quality
PR
31
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
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
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
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
agent responses
36
0 5 10 15 20 25
Brazil
France
Italy
Japan
Korea
Mauritius
Russia
Spain
Thailand
Turkey
Vietnam
37
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
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0%
grown a lot
grown
remained stable
declined
declined a lot
39
0% 20% 40% 60% 80% 100%
TOTAL
Mauritius - ALICE
Japan - JAOS
Brazil - BELTA
Korea - KOSA
Russia - RAIE
Vietnam - VIECA
Thailand - TIECA
Spain - ASEPROCE
Turkey - TEAG
France - UNOSEL
Italy - IALCA
grown remained stable declined
40
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
Do you feel positive or negative regarding the prospects for the language travel industry over the next 6 months?
42
0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0%
very positive
positive
neutral
negative
very negative
43
0% 20% 40% 60% 80% 100%
TOTAL
Japan - JAOS
Korea - KOSA
Mauritius - ALICE
Turkey - TEAG
Spain - ASEPROCE
Thailand - TIECA
France - UNOSEL
Italy - IALCA
Russia - RAIE
Vietnam - VIECA
Brazil - BELTA
positive neutral negative
44
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
What were your top 3 destination countries over the first 6 months of 2009?
46
most references in top 3
1 UK 73
2 USA 66
3 Canada 39
4 Australia 34
5 Ireland 31
47
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
Which countries are seeing increasing demand from students over the first 6 months of 2009?
49
most references in top 3
1 UK 47
2 USA 30
3 Canada 21
4 Australia 18
5 New Zealand 7
50
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
Which countries are seeing decreasing demand from students over the first 6 months of 2009?
52
most references in top 3
1 Ireland 25
2 USA 20
3 Australia 16
4 UK 13
5 New Zealand 8
53
# of agents experiencing
decreased demand
# of agents experiencing
increased demand
Ireland 25 3
USA 20 30
Australia 16 18
UK 13 47
New Zealand 8 7
54
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
What are the top 2 challenges currently confronting your organisation?
56
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
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
What can your Association do to support you in the current environment?
59
Promotion
Information / communication
Professionalism
Advocacy
60
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
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
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
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
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