Page 47 - StudyTravel Magazine December 2016 Issue

MarKet analySiS nEW ZEaland

Kim renner, Executive director of English new Zealand www.englishnewzealand.co.nz, compares 2015 international recruitment trends with 2016.
“2015 was a positive year of growth for english new to facilitate growth for individual members and contribute to new zealand’s
zealand member schools, despite the strong nz dollar, and growth as an international education destination. We’re also hoping to
2016 is showing encouraging signs to date. increase our membership by 10 per cent in both 2016 and 2017.
the rapid growth from latin america over the last two We continue to work closely with government agencies involved in export
years is expected to level out, and signs of a turnaround education. Our quality assurance standards have been formally recognised
in Korea, after a few years of decline, are really promising. by nzQa as contributing to their evaluation process, and we are now trying
new zealand continues to grow as a tourism destination to effect legislative change so english language providers are separated from
and additional airline services and more direct routes are the Pte (Private training establishment) category. english language is a very
supporting this diversity. People are realising new zealand is a fantastic important sector and deserves recognition in its own right.
place to visit, particularly for a study and tourism experience, and the We want english new zealand schools to be the first choice for any
diverse nationality mix on offer at our schools is a very attractive point for all international student choosing to study english in new zealand. in the coming
international students. months, we’ll be launching a new logo and look; we know how great our
as an organisation we’re looking to the future. We’re revisiting our member schools are but we need to make sure everyone else knows, and
strategy to ensure we’re focusing on the key areas that serve our members: why, by raising brand awareness. 2017 will be a busy and exciting time for
quality assurance, advocacy, marketing, and membership services. We want english new zealand.”

Meanwhile, LSNZ recently signed qualified academic staff, the relocation of its enquiries this year indicating that these will
an MOU with FutureCol, a government- Wellington campus to a brand new facility be very popular in 2017.”
approved tertiary institute based on the and additional classrooms and IT room at Agents were once again the main means
North Island, to commence tertiary courses their Auckland branch, says Stuart. of recruitment for New Zealand language
up to Level 7 in Queenstown. “Like us, they With an improved student activity schools, according to ST Magazine’s Status
are category one, so our collaborative classes programme and an attractive range of 2015 survey, which is perhaps down to
offer work rights from start to finish,” English language programmes, such as the country’s isolation in Oceania, says
says Guy. “We expect to see some good the New Zealand Certificate in English Stuart. “Maintaining long-term trusting
results from this partnership.” The school Language (NZCEL) Level 4 qualification, relationships with our partners around
has also taken on more classroom space which provides students with entry to the world has always been paramount for
to accommodate more students and has degree-level programmes, enrolments NZLC, particularly for New Zealand with
commenced night school classes for those should continue to grow at Ara Institute our location.” Brett, meanwhile, highlights
looking to study between the hours of 4pm of Canterbury. Beth adds, “The addition of that the proportion of bookings via agents
and 8pm. our new campus in Timaru city provides a remains around “historical levels”. While
NZLC has invested heavily in staff great location to learn English close to some Guys at LSNZ notes the school has
development, curriculum and facilities in of the best scenery and outdoor locations reconnected with old friends and agents in
the last year, confirms Stuart. Significant in New Zealand. We have also noticed an some markets which is beginning to yield
improvements included hiring senior, well- increase in interest in our group study tour results. nicolahancox@studytravel.network

ask the students – view from the classroom
186 students from 16 different countries took part in our survey of language schools in new zealand.

Students’ region of origin Reasons for learning English How did you find out about your school?

55% 44% 65%
asia current or future work recommended by
an agent
25% 20%
latin america university/college 22%
studies at home recommended by
friend/relative
Western europe 9% Further studies in new Zealand 13% on the internet 12%
Middle east 9% Further studies in another english speaking advertised 1%
no answer 2% country 12%
For pleasure only 11%

the average age was 24 years 44 per cent of respondents were learning english for current or future
the average class size was 11.5 students work purposes
25 per cent of respondents were from latin america 46 per cent of respondents found it quite easy or very easy to practise
55 per cent of respondents were from asia their english with local people
80 per cent of respondents booked their course through an agency 21 per cent of students had been on a previous study abroad trip
96 per cent of respondents would recommend their school 66 per cent of respondents thought that there was just the right number
48 per cent of respondents were staying in homestay accommodation of students and mix of nationalities in the classroom

thank you to the following schools who participated in our student survey: language schools international nZ, www.lsi.edu; language next month:
schools new Zealand, www.languageschool.co.nz; languages international, www.languages.ac.nz; new Zealand language centres, www. malta
nzlc.ac.nz; rotorua language academy, www.rela.co.nz.

44 | Studytravel Magazine | deceMber 2016