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 Patrik Pavlacic , Head of Research, StudentMarketing EUK Marketing Conference 08 • 02 • 2019 1

2 ABOUT US | OUR APPROACH HQ VIENNA STUDENTMARKETING IS A UNITED NATIONS WORLD TOURISM ORGANIZATION AFFILIATE MEMBER. 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

3 ABOUT US | OUR CLIENTS DESTINATIONS ASSOCIATIONS PROVIDERS

4 GLOBAL ELT | 2017 IN REVIEW STUDENT NUMBERS STUDENT WEEKS 1,600,000 14,000,000 1,407,467 1,400,000 11,058,644 12,000,000 1,200,000 10,000,000 1,000,000 WORLD 8,000,000 TOTAL 800,000 571,582 6,000,000 UK 600,000 4,000,000 400,000 2,355,210 2,000,000 200,000 0 0 2013 2014 2015 2016 2017 2013 2014 2015 2016 2017 Source: English UK, 2018; StudentMarketing, 2018

5 GLOBAL ELT | DESTINATIONS BY STUDENT NUMBERS 700,000 600,000 2012 500,000 2013 2014 400,000 2015 2016 300,000 2017 200,000 100,000 0 USA UK AUSTRALIA CANADA IRELAND NEW MALTA SOUTH ZEALAND AFRICA Source: StudentMarketing, 2018

6 GLOBAL ELT | DESTINATIONS BY STUDENT WEEKS 4,500,000 4,000,000 3,500,000 2012 3,000,000 2013 2014 2,500,000 2015 2,000,000 2016 1,500,000 2017 1,000,000 500,000 0 USA UK AUSTRALIA CANADA IRELAND NEW MALTA SOUTH ZEALAND AFRICA 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.

7 GLOBAL ELT | REGIONAL MARKET SHARES (WEEKS) Source: StudentMarketing, 2018

8 GLOBAL ELT | SHARE OF JUNIOR STUDENTS 2017 55% 50% 11% 52% 13% DESTINATION UK IRELAND CANADA MALTA AUSTRALIA 2016 51% 52% 9% 50% n/a (private sector) Source: English UK, 2018; MEI 2018; Languages Canada, 2018; National Statistics Office Malta, 2018; English Australia, 2018

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10 ANNUAL REPORTING | UK’S MARKET SHARE (WEEKS) 54 45 % % 43 % 13 49 % 10 % % 45 % 46 % 13 62 10 % % 32 % % 24 % 13 11 7 13 % 2 2 % % % % % 21 % Source: StudentMarketing, 2018

11 ANNUAL REPORTING | REGIONAL DATA Source: English UK, 2018; percentages do not add up to 100% due to rounding.

12 ANNUAL REPORTING | LENGTH OF STAY (WEEKS) Adults Juniors State sector Private sector Source: English UK, 2018

statistics@englishuk.com 13

14 UK ELT | INDUSTRY SEASONALITY (2017, WEEKS) Q1 Q2 Q3 Q4 44% 18% 21% 17% student Overall student student student weeks weeks weeks weeks 73% 9% 13% 5% Juniors student student student student weeks weeks weeks weeks Source: English UK, 2018

15 UK ELT | Q2 2018 Student weeks reported English UK members 190,028 142 Adult : junior ratio Commissionable : 85% : 15% non-commissionable Group : individual 77% : 23% bookings 21% : 79% QUIC Source: English UK, 2018

16 UK ELT | 2018 OUTLOOK 2017 2018 +7.8% +0.5% 175,000 150,000 125,000 100,000 75,000 50,000 25,000 0 Q1 Q2 QUIC Source: English UK, 2018

17 UK ELT | REGIONAL SUMMARY 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

21 NEW APPROACH | PILOT PROJECT OVERVIEW Northern England • 20 centres visited • In-person interviews • Interactive consultations • An average interview = 5 hrs • (including prep time) Immediate data validation •

22 NEW APPROACH | ACCOMMODATION PREFERENCES Adults Juniors 1. Homestay 1. Homestay 2. Self-arranged 2. Private residence 3. Private residence 3. University-provided accommodation Does this change by provider type? Does this change by region? n=20 Source: English UK, 2018

23 NEW APPROACH | CENTRE CAPACITY (YEAR-ROUND CENTRES) Average centre capacity (maximum number of students) Average occupancy rate 1,200 100% 1,000 80% 800 60% 600 40% 400 20% 200 0 0% November December February May July - 4th week August - 4th week September October January March April July - 1st week June July - 2nd week July - 3rd week August - 1st week August - 2nd week August - 3rd week n=17 Source: English UK, 2018

24 NEW APPROACH | EMPLOYMENT ARRANGEMENTS 50 Full-time Academic staff Part-time Academic staff Number of employees Full-time Administrative staff Part-time Administrative staff 25 Full-time Sales and marketing staff Part-time Sales and marketing staff 0 High season (June-August) Off-season n=20 Source: English UK, 2018

25 NEW APPROACH | CENTRE COST BREAKDOWN Staff costs 44% Operational costs 18% Rent 14% Suppliers 13% Marketing costs 4% Travel budget 2% Energies and utilities 2% Taxes 1% Accreditation and membership fees 1% Accounting 1% n=11 Debt/Loan payments 0.3% Other 2% n=11 Source: English UK, 2018

26 NEW APPROACH | STUDENTS BY BOOKING SOURCE Adults Juniors n=18 Source: English UK, 2018

27 NEW APPROACH | FACTORS IMPACTING ON CENTRES Source: English UK, 2018

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

29 OVERVIEW SELECT THE RIGHT PREPARE BENCHMARK MARKETING ACTIVITIES FOR FUTURE TRENDS https://www.englishuk.com/publications-reports

Thank you! 30

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