Page 36 - StudyTravel Magazine November/December 2022 Issue

MARkET ANALYSIS

Change in top nationalities in Italy by student weeks (2011-2021) 2021
12% German
9% Swiss
7% French
6% Argentinian
4.5% 6% Swedish
American
5%
6.5% 11% 12% 6% 9% 3% 3% 7% 1% 1% 6% 3% 2% 6% 10% 15% 5% 5% Dutch
GERMAN SWISS FRENCH ARGENTINIAN SWEDISH AMERICAN 4% Austrian
4% British
4% Russian

How has your business Change in overall length
changed due to the of stay (2011-2021)
Covid-19 pandemic?
6

4
2
0% Closed branches permanently 0
7% Laid off admin staff 5.2 weeks 3.9 weeks 4 weeks
20% Laid off teaching staff
20% Taken part in online agent conferences
33% Temporarily closed our school for face-to-face teaching
47% Received government help to pay staff
53% Continued to offer online courses

Marketing spend by category

TRAvEL COSTS AGENCY COSTS PUBLICITY COSTS
2011 2011 2011

20% 30% 50%
10% 4% 1% 4% 1% 26% 1% 3% 27% 20% 1% 2%
2016 2016 2016

16% 32% 52%
6% 7% 0% 2%1% 27% 2%3% 39% 10% 1% 2%
2021 2021 2021

12% 34% 54%
6% 2%2%1%1% 29% 5% 0% 47% 7% 0% 0%
Agent workshops Commission Internet
Marketing trips Incentives Own brochures
Entertainment Agency brochures Magazines for agents
Student exhibitions Magazines for students
Agency visits

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