Page 46 - StudyTravel Magazine December 2016 Issue

MarKet analySiS nEW ZEaland

Commission

25% is the average commission paid on a
language course
none of the profi led institutions in our survey paid
commission on accommodation

Student numbers by age range (according
to surveyed schools)

8-11 1%
12-15 10%
16-18 13%
19-24 51%
25-30 15%
31-50 8%
50+ 2%
tailing off towards the end of the year Measures like the
following changes to its highly popular 13.4% aforementioned have
scholarship scheme. Th is downward trend certainly helped with
Means of recruiting international students has continued into 2016. However, there sector recovery and
in New zealand, 2015 have been a reasonable amount of privately- average school there was yet another
funded bookings over the summer from marketing budget ENZ/Ministry
80% Saudi Arabia, he notes. Japan, meanwhile, as percentage of of Education-
led international
was the school’s third-strongest market.
agents income
According to the ENZ report, Saudi education strategy
8% students declined by 12 per cent in 2015, in development at the time of writing,
promising the “opportunity for New
and slipped from third to seventh place
local bookings in ST Magazine’s own Status survey, Zealand to consolidate its current position
accounting for a seven per cent total market and use it as a platform for future growth”.
share compared with 11 per cent in 2014. Canvassed providers are keenly aware
internet 7%
other means 5% Other markets that decreased in the ENZ of just how quickly a market can turn,
report were Th ailand (-22 per cent), Korea however. “Our steadily strengthening
(-5 per cent) and Russia (-31 per cent). dollar, relative to other English-
Marketing spend per sector in 2015 At Ara Institute of Canterbury speaking destinations, obviously erodes
(formerly Christchurch Polytechnic our competitiveness and increases the
temptation for schools to discount tuition
Institute of Technology) www.ara.ac.nz in
commission 49.5%
57.5% agency costs Christchurch, Asian enrolments remained prices,” says Brett.
steady in the current academic year. “Our
But Stuart argues a strong currency
shouldn’t spell too much trouble long-
top English language markets this year are
China and Japan, followed by South Korea,
concern for the last few years now, although
Th ailand, Taiwan and Russia,” comments term. “Th e relatively high dollar has been a
International Director, Beth Knowles. the level has in eff ect become the new
Being part of Immigration New norm and in itself may no longer be such
30% travel costs incentives 2.5% scheme, which allows international students markets (such as Brazil and Colombia)
a major deterrent except for one or two
Zealand’s pilot pathway student visa
agency brochure 5.5%
whose economies are infl uencing student
to undertake a pathway of up to three
agent workshops 4%
student exhibitions 4% consecutive programmes of study with destination choice.”
selected education providers, has certainly
Acknowledging the strength of the
agency visits 3% helped generate international interest, university pathway sector, Brett notes the
12.5% Publicity costs Marketing trips 15% confi rms Beth. “Th e pathway visa will see school has been busy developing its own
entertainment 4%
pathway links to tertiary providers in the
us enrolling students from a more diverse
Magazines for agents 0%
country. “Th e pathway market is a bit more
range of countries because students like to
Magazines for students 0%
own brochures 7.5%
internet 5% study English with Ara as preparation for resistant to the price pressure in the General

further study in New Zealand.”
English part of the market,” he says.
Key points in ST Magazine Status Survey New zealand 2015
number of participating organisations: 8
total number of students at the organisations in 2015: 6,613
total number of student weeks in 2015, estimated: 69,437
ara institute of canterbury (formerly christchurch Polytechnic institute of technology), www.ara.ac.nz; icl education group, www.icl.ac.nz; language Schools international nz, www.
lsi.edu; language Schools new zealand, www.languageschool.co.nz; languages international, www.languages.ac.nz; Mount Maunganui language centre, www.mmlc.co.nz; new
zealand language centres, www.nzlc.ac.nz; rotorua language academy, www.rela.co.nz.
deceMber 2016 | Studytravel Magazine | 43