Page 34 - StudyTravel Magazine April 2024 Issue

MARKET ANALYSIS

Change in top nationalities in Ireland by student weeks (2013-2023) 2023
27% Spanish
23% Brazilian
13% Italian
7% French
4% Mexican
4% 4% 3% 4% 4% 4% Turkish
10% 17% 27% 13% 24% 23% 8% 23% 13% 6% 7% 5% 2% 3% Chilean
SPANISH BRAZILIAN ITALIAN FRENCH MEXICAN TURKISH 2% German
2% Hungarian
2% Bolivian

Change in Irish schools’ marketing budget by region Change in overall length
(2013-2023) (overall %) of stay (2013-2023)

16
0.25%
0% 1% 17% 13% 6% 11% 12% 17%
NORTH C&E 12
AMERICA EUROPE ASIA
8
6.5% 5% 4
18% 18% 30% 0.5% 0% 0% 44.5% 50% 40% 9% 0% 0.25% 1%
LATIN WESTERN MIDDLE
AMERICA AFRICA EUROPE EAST AUSTRALASIA 0 7.8 weeks 5.3 weeks 13 weeks

Marketing spend by category

TRAVEL COSTS AGENCY COSTS PUBLICITY COSTS
2013 2013 2013

36% 36% 28%
9% 18% 4% 2% 3% 29% 4% 3% 12% 11% 3%2%
2018 2018 2018

32% 41% 27%
7.5% 18.5% 4% 0%2% 31% 6% 4% 16.5% 9% 1.5%0%
2023 2023 2023

28% 44% 28%
10% 9% 4% 3%2% 42% 1% 1% 19% 9% 0%0%
Marketing trips Commission Internet
Agent workshops Agency brochures Own brochures
Agency visits Incentives Magazines for agents
Student exhibitions Magazines for students
Entertainment

APRIL 2024 31