Page 29 - StudyTravel Magazine August 2024 Issue & Star Awards 2024 Supplement

MARKET ANALYSIS

Change in top nationalities in France by student weeks (2013-2023) 2023
15% American
11% British
9% German
9% Swiss
8% Spanish
4% 4% 5% Irish
10% 8% 15% 8% 11% 5% 5% 9% 9% 9% 7% 6% 8% 2% 1% 5% 4% Australian
AMERICAN BRITISH GERMAN SWISS SPANISH IRISH 4% Iranian
3% Japanese
3% Korean

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

5

19% 15% 19% 3% 2% 6% 11% 16% 6% 4
NORTH MIDDLE
AMERICA EAST ASIA 3

2

4% 4% 3% 4%
12% 16% 10% 27% 17% 39% 24% 30% 12% 0% 1% 1
LATIN WESTERN C&E
AMERICA EUROPE EUROPE AFRICA AUSTRALASIA 0 4.9 weeks 4.6 weeks 2.3 weeks

Marketing spend by category

TRAVEL COSTS AGENCY COSTS PUBLICITY COSTS
2013 2013 2013

25% 26% 49%
10% 9% 2% 3%1% 22% 3%1% 25% 13% 3% 8%
2018 2018 2018

21% 42% 37%
10% 8% 1% 2%0% 34% 6% 2% 25% 11% 1% 0%
2023 2023 2023

23% 26% 51%
12% 6% 3% 1% 22% 4% 0% 37% 10% 3% 1%
1
%
Agent workshops Commission Internet
Marketing trips Agency brochures Own brochures
Student exhibitions Incentives Magazines for agents
Agency visits Magazines for students
Entertainment

26 STUDYTRAVEL MAGAZINE