Language Travel Market Aspects Figures Problems ICEF Berlin October, 30 2016 Prof. Dr. E. Platz Waury Heilbronn University of Applied Sciences
Agenda Part 1 Introduction Aspects of Language Travel a complex product Part 2 The German Travel Market 2015: A Survey 2.1 Target Groups 2.2 Target Languages 2.3 Main Destinations 2.4 Duration of stay 2.5 Purpose of Language Travel 2.6 Language Trips Market Development Part 3 Recent Developments and Problems 3.1 Positive Developments 3.2 Political and Social Developments 30 October 2016 2
Part 1 Part 1 Aspects of Language Travel 3
Characteristics of Language Trips Language trips are a complex product consisting of these main components: The language course itself Accommodation Extracurricular activities (sports culture excursions etc.) Language trips are a mix of learning and leisure, usually offered as a package 30 October 2016 4
Part 2 Part 2 Facts and Figures 30 October 2016 5
Statistical Basis Market Analysis: year 2015 online in spring 2016 Research: Prof. Dr. Antonio Juarez & Ms Juliane Merkel (Heilbronn University Applied Spanish Studies for Business and Tourism) in cooperation with Fachverband Deutscher Sprachreiseveranstalter (FDSV) Statistical Basis: 97 German Language Travel Specialists (75 Operators & 22 Agents) 6
General Results Different participants in the market research problem of comparison with previous years Generally stable market Slight Overall Decrease by 1,29 % More student learners (58,07 %) / Fewer adult learners (41,93 %) Average Duration of stay: 2 weeks Overall costs: 1.270 Euro ( 2,91 %) Slight Decrease of the Role of English ( 1,19 %) Spanish No 2 in importance 7
2.1 Target Groups Total number of language trips in 2015 : 160.000 ( approx.) Source: FDSV / Statistics 2015 30 October 2016 Language Travel Market 8
2.2 Target Languages (2015) Source: FDSV / Statistics 2015 30 October 2016 9
2.3 Main Destinations (I) Destination Adults Students Total UK 24,41 % 62,69 % 47,99 % Malta 17,67 % 9,69 % 12,76 % United States 10,31 % 1,48 % 4,87 % Ireland 4,94 % 1,70 % 2,95 % Canada 3,67 % 0,28 % 1,58 % Australia 3,89 % 0,03 % 1,51 % New Zealand 1,79 % 0,00 % 0,69 % South Africa 1,60 % 0,00 % 0,62 % Spain 10,60 % 1,11 % 4,75 % Latin America 4,04 % 0,01 % 1,56 % Source: FDSV / Statistics 2015 30 October 2016 10
2.3 Main Destinations (II) Destination Adults Students Total France 7,34 % 2,75 % 4,51 % Italy 4,01 % 0,07 % 1,58 % Russia 0,53 % 0,08% 0,25 % China & Taiwan 0,54 % 0,01 % 0,22 % German-speaking countries 0,01% 8,55 % 5,27 % Other countries 4,67 11,53 % 8,89 % Source: FDSV / Statistics 2015 30 October 2016 11
2.4 Duration of Stay (Average) United Kingdom 1.76 weeks ( 8.47 %) Malta 1.95 weeks (+ 2.10 %) United States 3.54 weeks ( 4.32 %) Ireland 1.69 weeks ( 34.75 %) Canada 3.95 weeks (+ 0,25 %) Australia 3,44 weeks ( 20.74 %) New Zealand 3.74 weeks ( 27.94 % South Africa 2,76 weeks ( 8.00 %) 12
2.5 Purpose of Language Travel (I) Preparation for Abitur: 77.27 % (+ 11.89 %) Test preparation: 81.82 % (+ 4.90) (TOEFL, TOEIC, Cambridge Exams etc.): University Entrance: 36.36 % (+ 13.28 %) Language + Sports: 95.45 % ( 0.70 %) Work & Travel: 31.82 % (+ 1.05 %) Volunteer Work: 45.45 % (+ 14.68 %) Practical Study: 63.64 % (+ 17.49 %) 13
2.5 Purpose of Language Travel (II) 50plus: 54.55 % ( 3.14 %) Residential Stay: 40.91 % (+ 2.45 %) Other Options: holiday camps stays for families Travelling Classroom etc. 14
2.6 Language Trips Market Development Turnover EUR Change % 2015 44.196 mio - 18,64 % 2014 54.318 mio + 1,76 % 2013 53.377 mio - 17,45 % 2012 65 mio + 16,48 % 30 October 2016 Language Travel Market 15
Part 3 Recent Developments and Problems 30 October 2016 16
3.1 Positive Developments Low Rate of Complaints: 1.71 % only = Better quality due to Two Reasons: Better Quality Control High rate of professionalism of providers as well as language schools 17
3.1 Better Quality Control (I) Guidelines for Language Trips Guaranteefora successful language course abroad by German Language Travel Association (FDSV) Focus on: (www.fdsv.de) Precise presentation in catalogue or on website Careful preparation of the language trip Regular checking procedures (e. g. Trips of independent Advisory Board) Evaluation procedures 30 October 2016 18
3.1 Better Quality Control (II) Certification by DIN CERTCO, a German daughter of the DIN Group (German Institute for Standardization) (www.dincertco.de) Visits of several schools (minimum 5 schools) Assessment of Client Satisfaction (questionnaires + interviews) Survey of Providers 19
3.3 Better Quality Control (III) Certification according the European Norm 14804 Or National Institutions Strict Regulations for Minors in most countries 20
3.2 Problems Currency problems: e.g. the increased value of the British Pound / Euro : US dollar Financial Restrictions due to lower incomes BREXIT? Taxation problems (Ireland)? Security problems in parts of Europe as well as the United States and other countries(islamophobia) 21
Thank you for your kind attention! Berlin, 1 November 2015