Page 66 - StudyTravel Magazine April 2018 Issue

MARKET ANALYSIS STUDYTRAVEL MAGAZINE APRIL 2018 MARKET ANALYSIS STUDYTRAVEL MAGAZINE APRIL 2018

Market Analysis: IRISH ELT SCHOOLS’ MARKETING BUDGET
Ireland BY REGION (OVERALL %) WESTERN EUROPE EASTERN EUROPE
CENTRAL &

10%
2017 was a steady year for Ireland’s ELT schools, with evolving
markets at both junior and adult level, accommodation capacity challenges 51%
and new players and programmes, discovers MATTHEW KNOTT.

ASIA
14%
MIDDLE
EAST
For Ireland’s ELT schools there was an overall sense for offi cial programmes and certifi cation rather than 6%
that 2017 was “better than expected”, according to simply taking two- or three-week language courses.” AFRICA
LATIN AUSTRALASIA
David O’Grady, CEO of Marketing English in Ireland “Bookings continue to be strong,” reports AMERICA 0.5%
0.5%
(MEI) www.mei.ie, with the cheaper pound-led swing Nico Dowling at Atlas Language School www. 18%
back to the UK not as severe as anticipated. atlaslanguageschool.com. “A large proportion of
Within what he describes as “an ever-changing these are academic year courses (25 weeks+) from
market profi le”, Kieron Mahon of Active Language South America and Asia. He says Ireland’s work rights
Learning www.all.ie relates that ‘mini-stay’ week for language students are a factor. “More and more OVERALL AVERAGE TOP NATIONALITIES IN IRELAND BY STUDENT
school group courses have doubled in the last year, agents and students from emerging markets are LENGTH OF STAY WEEKS, 2017
from Spain, Austria and Italy, a trend echoed by David recognising the high quality of language schools and
Ganly of Future Learning (FL) www.fl ireland.com. many attractions of studying in Ireland.” 2017
David adds that Korea and China have performed Overall, David O’Grady says Taiwan was strong, 2016
well, and there is growth in high school immersion coming from a low base, and Japan “seems to 2015
18.8% Spanish
courses, particularly from Spain. “For summer have sprung back”. But he says China has remained 17.4% Brazilian
programmes, there is a big increase in demand “stubbornly underperforming” due to a confused 12.1% Italian
6.8% French
for high-quality residential accommodation.” He marketing strategy. 4.7% Korean
5.8WEEKS
adds, “More and more people are interested in The main challenge facing Ireland’s ELT schools 3.5% Mexican
2.6% German
‘something different’, so our technology-enhanced would appear to be housing. “Accommodation 14.7% 16.5% 18.8% 30% 25.2% 17.4% 9.7% 15.5% 12.1% 2.5% Russian
approach is now very appealing to agents and capacity and the high cost of renting in Dublin is SPANISH BRAZILIAN ITALIAN 2.5% Japanese
AVERAGE LANGUAGE 2.5% Saudi
parents.” Marc Cullen of Cork English College www. becoming an issue,” says Nico, and David at FL adds,
corkenglishcollege.ie adds that summer sports “AirBnB is having a big impact on host families.” TUITION PER WEEK (HOURS)
programmes are increasingly requested. “High season, July mainly, stretches the
In the adult sector, Marc says that there has been accommodation bubble to bursting point,” says AVERAGE COST OF...
growth from Japan, Korea and Taiwan – the latter “a Kieron. “However, the goal should be to maintain a one-month residential host family
relatively new market showing great promise”. He quality with quantity and a ‘when you’re full, you’re least course, excluding accommodation accommodation
per week
accommodation
per week
adds that exam preparation courses – the school is an full’ mentality in place by all providers.” Several most
Ielts and Cambridge test centre – are becoming more schools noted that Ireland has benefi tted from a safe €857 €215 €198
popular. “We are fi nding that students are looking reputation in light of terror attacks elsewhere. (US$979) (US$246) (US$226)
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