At the Cutting Edge: 2018 Data and What it Means for Your Business - - PowerPoint PPT Presentation

At the Cutting Edge: 2018 Data and What it Means for Your Business

EUK Marketing Conference 08 • 02 • 2019 Patrik Pavlacic, Head of Research, StudentMarketing

1

2

HQ VIENNA

AS AN ESOMAR MEMBER, I COMPLY WITH THE ICC/ESOMAR INTERNATIONAL CODE ON MARKET AND SOCIAL RESEARCH AND ESOMAR WORLD RESEARCH GUIDELINES. PATRIK PAVLACIC, HEAD OF RESEARCH, STUDENTMARKETING STUDENTMARKETING IS A UNITED NATIONS WORLD TOURISM ORGANIZATION AFFILIATE MEMBER.

ABOUT US | OUR APPROACH

ABOUT US | OUR CLIENTS

3

DESTINATIONS ASSOCIATIONS PROVIDERS

GLOBAL ELT | 2017 IN REVIEW

4

Source: English UK, 2018; StudentMarketing, 2018 STUDENT NUMBERS STUDENT WEEKS

1,407,467 571,582 200,000 400,000 600,000 800,000 1,000,000 1,200,000 1,400,000 1,600,000 2013 2014 2015 2016 2017 11,058,644 2,355,210 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 2013 2014 2015 2016 2017 WORLD TOTAL UK

GLOBAL ELT | DESTINATIONS BY STUDENT NUMBERS

5

Source: StudentMarketing, 2018

100,000 200,000 300,000 400,000 500,000 600,000 700,000 USA UK AUSTRALIA CANADA IRELAND NEW ZEALAND MALTA SOUTH AFRICA 2012 2013 2014 2015 2016 2017

GLOBAL ELT | DESTINATIONS BY STUDENT WEEKS

6

Source: StudentMarketing, 2018; Figures represent extrapolations based on multiple sources. They cover all centres in the destinations and represent the best possible calculation, rather than a headcount.

500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 4,000,000 4,500,000 USA UK AUSTRALIA CANADA IRELAND NEW ZEALAND MALTA SOUTH AFRICA 2012 2013 2014 2015 2016 2017

GLOBAL ELT | REGIONAL MARKET SHARES (WEEKS)

7

Source: StudentMarketing, 2018

GLOBAL ELT | SHARE OF JUNIOR STUDENTS

8

55%

UK

51%

(private sector)

50%

IRELAND

52% 11%

CANADA

9% 52%

MALTA

50%

Source: English UK, 2018; MEI 2018; Languages Canada, 2018; National Statistics Office Malta, 2018; English Australia, 2018

13%

AUSTRALIA

n/a 2017

DESTINATION

2016

9

ANNUAL REPORTING | UK’S MARKET SHARE (WEEKS)

10

62 % 49 % 10 % 54 % 13 % 13 % 13 % 7 % 24 % 43 % 46 % 45 % 11 % 2 % 21 % 45 % 10 % 13 % 2 %

Source: StudentMarketing, 2018

32 %

ANNUAL REPORTING | REGIONAL DATA

11

Source: English UK, 2018; percentages do not add up to 100% due to rounding.

ANNUAL REPORTING | LENGTH OF STAY (WEEKS)

12

Adults Juniors State sector Private sector

Source: English UK, 2018

statistics@englishuk.com

13

UK ELT | INDUSTRY SEASONALITY (2017, WEEKS)

14

Q3 44%

student weeks 18%

student weeks

21%

student weeks

Q2 Q1

17%

student weeks

Q4

Source: English UK, 2018

Overall 73%

student weeks

9%

student weeks

13%

student weeks

5%

student weeks

Juniors

UK ELT | Q2 2018

15

QUIC

Source: English UK, 2018

Commissionable : non-commissionable 77% : 23% English UK members 142 Student weeks reported 190,028 Adult : junior ratio 85% : 15% Group : individual bookings 21% : 79%

25,000 50,000 75,000 100,000 125,000 150,000 175,000 Q1 Q2

2017 2018

UK ELT | 2018 OUTLOOK

16

QUIC

+7.8% +0.5%

Source: English UK, 2018

UK ELT | REGIONAL SUMMARY

17

QUIC

Source: English UK, 2018

• Economic Impact
• Response to a MAC enquiry
• Up-to-date contribution of UK ELT to the UK economy
• Also included a student survey

https://www.englishuk.com/uploads/assets/public_affairs/2018_mac/English_UK_Submission_ to_MAC_International_Students_January_26_2018.pdf 18

Source: English UK, 2018 19

Pilot Programme

20

NEW APPROACH | PILOT PROJECT OVERVIEW

21

• Northern England
• 20 centres visited
• In-person interviews
• Interactive consultations
• An average interview = 5 hrs

(including prep time)

• Immediate data validation

NEW APPROACH | ACCOMMODATION PREFERENCES

22

n=20 Source: English UK, 2018

Adults

• 1. Homestay
• 2. Self-arranged
• 3. Private residence

Juniors

• 1. Homestay
• 2. Private residence
• 3. University-provided

accommodation

Does this change by provider type? Does this change by region?

NEW APPROACH | CENTRE CAPACITY (YEAR-ROUND CENTRES)

23

n=17 Source: English UK, 2018

0% 20% 40% 60% 80% 100% 200 400 600 800 1,000 1,200 September October November December January February March April May June July - 1st week July - 2nd week July - 3rd week July - 4th week August - 1st week August - 2nd week August - 3rd week August - 4th week Average centre capacity (maximum number of students) Average occupancy rate

NEW APPROACH | EMPLOYMENT ARRANGEMENTS

24

25 50 High season (June-August) Off-season Full-time Academic staff Part-time Academic staff Full-time Administrative staff Part-time Administrative staff Full-time Sales and marketing staff Part-time Sales and marketing staff

n=20 Source: English UK, 2018 Number of employees

NEW APPROACH | CENTRE COST BREAKDOWN

25

n=11 Source: English UK, 2018

n=11 2% 0.3% 1% 1% 1% 2% 2% 4% 13% 14% 18% 44% Other Debt/Loan payments Accounting Accreditation and membership fees Taxes Energies and utilities Travel budget Marketing costs Suppliers Rent Operational costs Staff costs

NEW APPROACH | STUDENTS BY BOOKING SOURCE

26

n=18 Source: English UK, 2018

Adults Juniors

NEW APPROACH | FACTORS IMPACTING ON CENTRES

27

Source: English UK, 2018

NEW APPROACH | GOING BEYOND MOBILITY DATA

28

Share of repeating customers Most commonly used booking and CRM systems Centre occupancy rate throughout the year Number of events attended by sales and marketing staff each year Average class size Most important growth opportunities for centres Recruitment platforms and marketing techniques used Number of active agency partners Source countries are targeted by direct marketing

State sector vs private sector Year-round providers vs summer providers Small-sized vs mid-sized vs big-sized providers City-based centres vs regional centres

OVERVIEW

29

https://www.englishuk.com/publications-reports

BENCHMARK SELECT THE RIGHT MARKETING ACTIVITIES PREPARE FOR FUTURE TRENDS

Thank you!

30

www.bonard.com