Page 47 - StudyTravel Magazine July 2014 Issue

MarKet analySiS AUSTRAliA

Commission
24% is the average commission paid on a
language course
25% is the average commission paid on
accommodation by three of the profiled istitutions

Student numbers by age range (according
to surveyed schools)

16-18 4%
19-24 42%
25-30 34% 42%
31-50 19%
50+ 1%

Means of recruiting international students which has led to the school developing to extend their studies
in the Australia, 2013 new EAP courses. 15% in Australia.
Also at the University of Tasmania Returning to
69% (UTAS) www.utas.edu.au in Hobart, the positives, Mack
agents TAS – which is currently seeking to grow Average school highlights the
its international student population by 20 marketing budget impact of changes in
8% per cent annually – courses providing direct as percentage of foreign government
income
entry to university degrees are popular, says
scholarship
internet Marketing Officer, Sarah Nicol. She adds programmes. Wright,
that UTAS has recently introduced a new meanwhile, comments that REW continues
local bookings 14% ESP [English for Specific Purposes] course to receive a high number of students from
other means 9% in Maritime English, which provides direct Saudi Arabia on scholarships.
entry into degree courses at the Australian Indeed, REW, whose key markets are
Maritime College (part of UTAS). traditionally China and Vietnam (where
Marketing spend per sector in 2013 Demand for other types of programme, RMIT also has its own campus), recorded its
such as exam preparation, can also benefit largest increase last year from Saudi Arabia,
from the SVP effect, and REW launched a with a greater than 200 per cent increase
new full-time Ielts preparation programme in both weeks and students. Enrolments
commission 43%
from Vietnam grew by 105 per cent, and its
at the end of 2012, as an alternative to EAP
53% agency costs for those seeking entry to further study. Libyan numbers rose by over 80 per cent.
Australia witnessed strong growth from
However, for those not involved in
SVP, such as Language Links Education
& Training College www.languagelinks. both Italy and Spain in 2012, and these
markets continued their upward trend at
wa.edu.au in Perth, WA, this is identified REW in 2013 (from a very small base),
incentives 7%
agency brochures 3% as a negative factor which, according to although, as Wright observes, students
from these countries tend to be on tourist or
college manager, Leanne Everett, has
32% travel costs agent workshops 4% caused it to lose out in certain markets, such working holiday visas, so study for shorter
student exhibitions 7%
agency visits to school 7%
as Vietnam, Taiwan and Colombia, that she
periods of time than those on student visas
entertainment 2%
Another negative influence for
study beyond their English studies.
trips to agencies 12% observes are very focused on SVP offers. who, typically, have already planned further
15% Publicity costs agent mags 2% high” visa re-application fees. As Everett in both Spanish and Italian students. 
Pratt has also seen a continued increase
Language Links has been the “ridiculously
student mags etc 2%
Moreover, “With the new SVP visa
explains, students now have to pay per
Brochure, video etc 7%
PHoto: HugH SteWart/ touriSM auStralia Key points in STM Status Survey Australia 2013
internet 4%
arrangements in place and now producing,
applicant, making it no longer affordable,
she believes, for students with families to try it’s been nice to see China appear on
number of participating organisations: 13
total number of students at the organisations in 2013: 21,687
total number of student weeks in 2013, estimated: 258,075
Participating schools: ability english, www.megt.com; Byron Bay english language School, www.bbels.com.au; elSiS – english language School in Sydney,
www.elsis.edu.au; griffith english language institute, www.griffith.edu.au; international House Sydney, www.ihsydney.com.au; Kaplan international english,
www.kaplan.com; langports, www.langports.com; language Studies international, www.lsi.edu; lexis english, www.lexisenglish.com; lyceum english
language australia, www.lyceumenglish.com; navitas english, www.navitas.com; think: education, www.think.edu.au; tropical north Queensland tafe/Barrier
reef tafe, www.tafe.qld.edu.au.
july 2014 | Study travel Magazine | 45