Page 33 - StudyTravel Magazine February 2023 Issue

MarKet analySIS

Change in top nationalities in germany by student weeks (2012-2022) 2022
8% Ukrainian
7% Israeli
6% Mexican
6% Tunisian
6% Turkish
4% 4% 5% Italian
2% 2% 2% 2% 2%
8% 1% 7% 6% 6% 5% 6% 6% 10% 14% 5% 5% Chinese
uKraInIan ISraelI MexICan tunISIan turKISH ItalIan 5% Japanese
4% Swiss
3% Spanish

Change in german schools’ marketing budget by region Change in overall length
(2012-2022) (overall %) of stay (2012-2022)

12
3%
9% 5% 10
nortH 20% 16% 23%
aMerICa 22.5% 27% 22% C&e 22.5% 25% 20% 8
WeStern euroPe aSIa 6
euroPe
4
12.5% 12% 11% 1.5% 5% 11% 7% 7% 9% 5% 3% 1% 2
latIn MIddle
aMerICa afrICa eaSt auStralaSIa 0 4.7 weeks 5.8 weeks 9 weeks

Marketing spend by category

travel CoStS agenCy CoStS PublICIty CoStS
2012 2012 2012

32% 35% 33%
10% 8% 7% 3% 4% 28% 2% 5% 12% 12% 6% 3%
2017 2017 2017

24% 50% 26%
8% 7% 4% 3%2% 45% 2%3% 11% 7% 5% 3%
2022 2022 2022

25% 43% 32%
15% 4% 4% 1%1% 35% 5% 3% 19% 8% 3% 2%
Agent workshops Commission Internet
Marketing trips Incentives Own brochures
Agency visits Agency brochures Magazines for students
Entertainment Magazines for agents
Student exhibitions

30 Studytravel MagazIne