Page 35 - StudyTravel Magazine May/June 2022 Issue
P. 35
MaRKeT anaLySIS
Change in top nationalities in the uK by student weeks (2011-2021) 2021
21% Italian
15% Swiss
13% Saudi
Japanese
6%
5.5%
12% 18.4% 21% 4% 3.6% 15% 4% 13% 3% 4.4% 6% 1.2% 0.5% 4% 14% 10% 4% 4% Qatari
Spanish
4%
ITaLIan SWISS SaudI JapaneSe qaTaRI SpanISH 3% Chinese
2% Korean
2% Russian
How has your business Change in overall length
changed due to the of stay (2011-2021)
Covid-19 pandemic?
12
8
4
3% Closed branches permanently 0
37.5% Laid off teaching staff 10 weeks 4.7 weeks 7.5 weeks
41% Laid off admin staff
47% Continued to offer online courses
66% Temporarily closed our school for face-to-face teaching
75% Taken part in online agent conferences
84% Received government help to pay staff
Marketing spend by category
TRaveL COSTS aGenCy COSTS puBLICITy COSTS
2011 2011 2011
24% 43% 33%
12% 6% 2% 3% 1% 37% 4% 2% 17% 12% 2% 2%
2016 2016 2016
42% 35% 23%
19% 13% 4% 2% 4% 26.5% 4% 4.5% 10% 10% 1%2%
2021 2021 2021
30% 29% 41%
18% 7% 3%2%0% 22% 6% 1% 22% 16% 3%0%
Agent workshops Commission Internet
Marketing trips Agency brochures Own brochures
Agency visits Incentives Magazines for agents
Entertainment Magazines for students
Student exhibitions
32 STudyTRaveL MaGaZIne
