Page 48 - StudyTravel Magazine July 2014 Issue

MarKet analySiS AUSTRAliA

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Sue Blundell, Executive Director at English Australia www.englishaustralia.com.au talks about the 2013 market, the latest initiatives and prospects.
“the 2013 statistics for student visa commencements creating a visa and regulatory framework that supports the industry. the
in english language colleges were extremely good – the second is a strong brand.
best we have had since 2009. these students make up Following our new brand launch in 2012, we have been working hard
approximately 60 per cent of our total cohort, and grew by on our agent engagement strategy to promote the brand and the value to
a massive 21 per cent in 2013. the year started relatively agents of doing business with australia and with member colleges. this
slowly, but accelerated towards the end, with the second year we will be launching our new Partner agency Program to show our
half showing growth of 27 per cent. all signs are that this support to agents.
is continuing in 2014. a key focus in 2014 will be on advising our new government on the
the growth has been experienced across a diverse range of countries, best ways to reduce red tape and compliance costs, to free our members to
including all of the top 10 student providers. vietnam, China, thailand, india, invest their resources into providing quality programs – an area in which we
Colombia and Brazil have contributed the largest numbers of additional will be lending them support. We will also be advocating for a new model of
english language students. 2013 was also the first year of growth for the streamlined visa processing that will include english language colleges.
important source country of South Korea, following five consecutive years overall, 2014 is looking very positive. the government is supporting the
of decline. industry by reducing red tape and business costs; our visa regime offers at-
australia’s attractiveness as a destination is impacted by many factors. tractive work opportunities during and post-study – one of the few countries
However, english australia has focused on the two that we are most able to offer work rights to english language students whilst studying – and the
to influence. the first is effective advocacy to influence the government in australian dollar is weakening.”

our radar for the first time, too,” he adds. In terms of marketing, the major benefitting from new flight routes, increased
For Pratt, however, this is not the main focus for many in 2013 was on work with attention from local government authorities,
story. “At our Perth campus,” he relates, international agent partners, alongside and an overall confidence in the Australian
“it’s been all about Latin America and development of social media. At UTAS, market, given the changing visa regulations
Eastern Europe over the last year, with Nicol highlights that good growth has been in key competitor countries, such as Canada,
quite spectacular growth in both markets.” achieved through social media over the and adjustments to our own processing
Latin America has also been a success for past year, especially with the Malaysian methods.” In addition, Wright points out a
Brown’s, where Mack highlights in particular market. Facebook appears to be gaining in new change in regulations. “The new two-
the Brazilian and Colombian markets. popularity as a marketing channel, with year work rights for students will kick in at
Meanwhile, at Language Links, Everett Davidson reporting “huge growth” in terms the end of this year for [those] completing
reports that Brazil has been the top market of engagement and direct enquiries. their three-year academic programme.”
for the past two years, and remained “very With a return to growth now in progress, So, muses Pratt, “Do we dare to be
steady” last year. the main challenge, says Mack, “is to ensure optimistic?” He explains, “I think we’re
At MEGT, Davidson notes the return this growth is managed in a sustainable way, all a bit nervous about predicting sunny
of students from Japan, while Eckenfels with a focus on the development of solid, days ahead. Out of the 61 nationalities
comments that “Japan continues to grow, long-term partnerships”. However, there recruited into Lexis schools last year, we saw
as students come in for Working Holiday is much for schools to be positive about, an increase in 55 of them. It’s hard not to
courses, including J-Shine (Tesol/ETYL) as Mack continues, “Australian language feel positive with those kind of results,” he
and mid-level English courses.” schools, particularly in Queensland, are concludes. jvs@hothousemedia.com

ask the students – view from the classroom

77 students from 23 different countries took part in our survey of language schools in australia
Students’ region of origin Reasons for learning English How did you find out about your school?

47% 43% 70%

current or future recommended by
asia work educational advisor/
28% 28% agent

latin america Further studies in 22%
australia recommended by
friend/relative
Western europe central and eastern university/college studies at home 10% on the internet 7%
13% europe 3% Further studies in another english-speaking advertised 1%
Middle east 8% australasia 1% country 10%
For pleasure only 9%
the average age was 25 years 43 per cent of respondents were learning english for current or future
the average class size was 13 students work purposes
13 per cent of respondents were from Western europe 62 per cent of respondents found it quite hard or very hard to practise
47 per cent of respondents were from asia their english with local people
85 per cent of respondents booked their course through an agency 34 per cent of students had been on a previous study abroad trip
96 per cent of respondents would recommend their school 58 per cent of respondents thought that there was just the right number
37 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: Bond university, www.bond.edu.au; ilsc, www.ilsc.com.
au/ilsc-sydney.aspx; intensive english language institute (ieli), www.ieli.com.au; navitas – Bondi Beach, Brisbane, darwin, Perth, next month:
sydney, http://navitasenglish.com. France

46 | Study travel Magazine | july 2014