Page 39 - StudyTravel Magazine April 2022 Issue

MARKET ANAlYSIS

Change in top nationalities in Ireland by student weeks (2011-2021) 2021
18% Italian
16% Spanish
16% Swiss
12% French
4.4% 3% 9% Brazilian
German
5%
3%
19% 15.5% 18% 13% 16.5% 16% 16% 5% 7.6% 12% 15% 25% 9% 2% 5% 2% Chilean
ITAlIAN SpANISH SwISS FRENCH BRAzIlIAN GERMAN 2% Mexican
2% Slovakian
1% Japanese

How has your business Change in overall length
changed due to the of stay (2011-2021)
Covid-19 pandemic?
12

8
4
0% Closed branches permanently 0
33% Laid off admin staff 4.8 weeks 6 weeks 12.7 weeks
40% Laid off teaching staff
60% Taken part in online agent conferences
60% Continued to offer online courses
67% Received government help to pay staff
67% Temporarily closed our school for face-to-face teaching

Marketing spend by category

TRAVEl COSTS AGENCY COSTS pUBlICITY COSTS
2011 2011 2011

37% 35% 28%
16% 4% 5% 8% 4% 28% 3% 4% 11% 11% 4% 2%
2016 2016 2016

33% 42% 25%
13% 5% 3% 10% 2% 35% 5% 2% 12% 10% 2% 1%
2021 2021 2021

34% 44% 22%
29% 2% 1%1%1% 38% 6% 0% 13% 8% 1%0%
Agent workshops Commission Internet
Agency visits Agency brochures Own brochures
Student exhibitions Incentives Magazines for agents
Marketing trips Magazines for students
Entertainment

36 STUDYTRAVEl MAGAzINE