Page 33 - StudyTravel Magazine November 2023 Issue
P. 33
mArKeT ANALysIs
Change in top nationalities in Italy by student weeks (2012-2022) 2022
12% German
11% American
6% Austrian
6% Swiss
5% Brazilian
4% 4% 4% 4% Swedish
16% 13% 12% 5% 6% 11% 6% 6% 6% 7% 6% 5% 7% 5% 2% 4% French
GermAN AmerICAN AUsTrIAN swIss brAzILIAN swedIsH 4% Dutch
3% British
3% Spanish
Change in Italian schools’ marketing budget by region Change in overall length
(2012-2022) (overall %) of stay (2012-2022)
6% 1% 2% 4
mIddLe 5%
eAsT 11% 15% 3
12% 20% 24% 23% 16% 23% AsIA
NorTH C&e
AmerICA 34% 34% 35% eUroPe 2
wesTerN 2% 5% 4% 3%
eUroPe 1% 1% 1
8% 9% 6%
LATIN AfrICA AUsTrALAsIA
AmerICA 0 3.3 weeks 3.2 weeks 2.8 weeks
marketing spend by category
TrAveL CosTs AGeNCy CosTs PUbLICITy CosTs
2012 2012 2012
19% 37% 44%
7% 2% 6% 1% 3% 30% 3% 4% 26% 12% 4%2%
2017 2017 2017
19% 38% 43%
5% 2% 7% 2%3% 32% 3%3% 28% 10% 4%1%
2022 2022 2022
8% 32% 60%
8% 0% 0% 0% 0% 27% 5% 0% 45% 10% 5%0%
Agent workshops Commission Internet
Agency visits Incentives Own brochures
Marketing trips Agency brochures Magazines for students
Entertainment Magazines for agents
Student exhibitions
30 sTUdyTrAveL mAGAzINe
