Page 40 - StudyTravel Magazine September 2025 Issue

USA Bethan Norris, Senior

Editor of STM

MARKET ANALYSIS “The average rate of commission has
remained unchanged over a 10-year
period. However, US schools have
International student numbers at US allotted much more of their mar-
language schools decreased between 2023 and keting spend to agent commission
2024, according to our survey. This may in payments (see marketing spend by
part be due to a decline in Chinese and Saudi category). Schools are not necessar-
students over this period. ily paying an agent partner any more
for their services but are perhaps
LANGUAGE working with a larger selection of
agents, highlighting that more lan-
KEY guage schools/programs are utilising
agents as a method of recruitment,
AGENTS more so than they did 10 years ago.
2014 INTERNET Asia remains a big target market for
2019 LOCAL BOOKINGS the US, with four Asian markets in the
2024 REPEAT BOOKINGS top 10. Three schools allocated 80+
per cent of their marketing budget to
Thank you to the schools who participated in our survey. The full list can be this region last year, exaggerating the
found at https://studytravel.network/magazine/issues/858 figure somewhat.”

Change in recruitment methods in the USA (2014-2024) Adam Liss
from Global
18% 14% 11% Village
57% other Hawaii talks
to us...

19% 9% 17% “The current administration’s
55% other policies and tone have certainly
had a negative impact. The
biggest impact is on full-
19% 10% time study, since getting the
62% 5% 4% other F-1 Student Visa has been a
challenge. Though, getting tourist
visas has also been problematic
for some countries. It is hard
Average cost of... 1500 to predict the future since the
1400 US$1,491 President changes policies and
1350
a one-month course, US$1,271 US$1,311 positions on a regular basis. The
excl. accommodation 1250 chaos is certainly not conducive
500 for international enrolment. The
host family US$433 focus is on being as flexible as
accommodation p/w 400 US$369 US$335 possible to meet students’ needs.
US$391
300 Agents have always been
residential US$307 US$311 critical to our success.”
accommodation p/w 2014 2019 2024 www.gvhawaii.com

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