The German Language Travel Market
Facts – Figures – Challenges
ICEF Berlin
November 3,  2013
Prof. Dr. E. Platz‐Waury
Heil...
Agenda
Part 1 – Introduction
Characteristics of Language Trips
Motivation for Language Learning
Why learn abroad?
Part 2 –...
Part 1
Characteristics of Language Travel
08.11.2013 The German Language Travel Market 3
1.1   Definition of Language Trips 
08.11.2013 The German Language Travel Market 4
Language trips are a mix of holiday tri...
1.2   Motivation for Language Learning
• Improving school marks (young students)
• Passing exams (young adults)
• Being ad...
1.3   Why Learning Abroad?
• Natural Contact with the language
• Greater efficiency and effectiveness
• Time‐saving
• Lang...
Part 2
Facts and Figures
02‐05‐2013
Prof. Dr. Antonio Juarez / Ms Vanessa Lindenmaier
Heilbronn University of Applied Scie...
2.1   Target Groups 
Total of language trips in 2012 
160.000 (approx.)
Main Target Groups (in 2012)
• Juniors (6 – 12 yea...
02‐05‐2013
Prof. Dr. Antonio Juarez / Ms Vanessa Lindenmaier
Heilbronn University of Applied Sciences
9
93,54%
1,84% 3,94%...
2.2  Target Languages, 2
• Chinese: 0,59 % (students 0,02 %)
• Russian: 0,46 % (students 0,01 %)
• Others:   1,73 % (stude...
2.3   Main Destinations, 1 ‐ Status
Figures for Germany 2012 (Basis: ca. 160 000 language learners)
02‐05‐2013
Prof. Dr. A...
2.3   Main Destinations, 2 ‐ Status
Destination Adults % Students % Total %
Latin America 3,92 0,02 1,41
Italy 5,12 0,13 1...
2.4    Language Trips – economic impact
08.11.2013 The German Language Travel Market 13
State Year Effects in US$
Argentin...
Part 3
Challenges
08.11.2013
The German Language Travel Market
14
3.1   Finding the right school
How to go about it?
• Personal information from colleagues and friends
• Advertising materi...
An Example: Internet  ‐ „Language Tours“       
• EF Sprachreisen
• carpe diem
• RUF Sprachreise
• Sprachcaffee
• Direkt S...
3.2    Criteria for Choosing (I) 
• Target region
• Preferred destination
• Motivation: holiday – better school results –
...
3.2    Criteria for Choosing (II) 
•School Characteristics
08.11.2013 Sprachen lernen im Ausland 18
• Local situation (cen...
3.2   Criteria for Choosing (III)
• Quality Criteria
Founded in ??? (experience)
Professional (full‐time or temporary)
Acc...
When Booking – What you need to know
How are providers organised?
(Legal responsibilities of provider / Rights and Duties ...
Part 4
Summary
08.11.2013 The German Language Travel Market 21
4.1   General Guidelines
• The German Language Travel Association,  www.fdsv.de
(Quality guidelines / Independent Academic...
4.2   Personal Evaluation
Was the language trip successful?
Personal Assessment:
• More fun using the foreign language
• F...
Thank you for your kind
attention!
08.11.2013 The German Language Travel Market 24
Upcoming SlideShare
Loading in...5
×

The German Language Travel Market Facts – Figures – Challenges

2,067

Published on

The presentation will focus on an analysis of the German market for language travel. Starting with a short description of the main characteristics of language travel, a general overview will lead to the more specific results of market research, presenting the situation in 2012 and comparing it with the situation in 2011.

The main advantages of employing tour operators and agents specialising in language travel are also covered, paying special attention to quality control and complaint management.

Published in: Education
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
2,067
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The German Language Travel Market Facts – Figures – Challenges

  1. 1. The German Language Travel Market Facts – Figures – Challenges ICEF Berlin November 3,  2013 Prof. Dr. E. Platz‐Waury Heilbronn University of Applied Sciences
  2. 2. Agenda Part 1 – Introduction Characteristics of Language Trips Motivation for Language Learning Why learn abroad? Part 2 – Facts and Figures Target Groups Target Languages Main Destinations Part 3 – Challenges Finding the right school Criteria for choosing Guidelines Quality control: Audits / Evaluations Part 4 – Summary General Guidelines for Language Travel Personal Evaluation 08.11.2013 The German Language Travel Market 2
  3. 3. Part 1 Characteristics of Language Travel 08.11.2013 The German Language Travel Market 3
  4. 4. 1.1   Definition of Language Trips  08.11.2013 The German Language Travel Market 4 Language trips are a mix of holiday trips and professional trips, allowing learners to combine education or training with leisure. They are usually offered as package tours with a set of components. Components of Language trips: • The language course itself • Accommodation • Leisure activities • Travel (return trips & transfers) Types of courses: • Standard • Intensive • Exam Preparation • Business courses • Private Teaching, etc.
  5. 5. 1.2   Motivation for Language Learning • Improving school marks (young students) • Passing exams (young adults) • Being admitted to a foreign university (mature students) • Acquiring extra certification or diplomas (young professionals) • Making yourself fit for the professional world • Private interests (pleasure & leisure / culture) 08.11.2013 The German Language Travel Market 5 Privateprofessional
  6. 6. 1.3   Why Learning Abroad? • Natural Contact with the language • Greater efficiency and effectiveness • Time‐saving • Language plus Cultural Knowledge (!) • Combination of learning and holiday • Having more fun (pleasure effect) 08.11.2013 The German Language Travel Market 6
  7. 7. Part 2 Facts and Figures 02‐05‐2013 Prof. Dr. Antonio Juarez / Ms Vanessa Lindenmaier Heilbronn University of Applied Sciences 7
  8. 8. 2.1   Target Groups  Total of language trips in 2012  160.000 (approx.) Main Target Groups (in 2012) • Juniors (6 – 12 years old) 9 % • Students (ca. 13 ‐ 17 years old)         47 % • Young adults (ca. 18 ‐ 30 years old)  26 % • Adults (31 – 49 years old)  14 % • 50+ and seniors 4 % (FDSV, Market Analysis 2012) 02‐05‐2013 Prof. Dr. Antonio Juarez / Ms Vanessa Lindenmaier Heilbronn University of Applied Sciences 8 Adults 37 % Students 63 % Increase of student numbers since 2005 from 28% to 63 % in 2012 Quelle: FDSV / Universität Koblenz-Landau, Statistik 2011
  9. 9. 02‐05‐2013 Prof. Dr. Antonio Juarez / Ms Vanessa Lindenmaier Heilbronn University of Applied Sciences 9 93,54% 1,84% 3,94% 0,15% 64,06% 16,11% 11,82% 5,23% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0% 70,0% 80,0% 90,0% 100,0% English Spanish French Italian Students Adults Source: FDSV / Statistics 2012 2.2   Target Languages, 1
  10. 10. 2.2  Target Languages, 2 • Chinese: 0,59 % (students 0,02 %) • Russian: 0,46 % (students 0,01 %) • Others:   1,73 % (students 0,50 %)  Total: English: 82,62 % Spanish:  7,13 % French:    6,85 % Italian:     2,03 % Chinese:  0,23 % Russian:   0,17 % Others:    0,96 % 02‐05‐2013 Prof. Dr. Antonio Juarez / Ms Vanessa Lindenmaier Heilbronn University of Applied Sciences 10
  11. 11. 2.3   Main Destinations, 1 ‐ Status Figures for Germany 2012 (Basis: ca. 160 000 language learners) 02‐05‐2013 Prof. Dr. Antonio Juarez / Ms Vanessa Lindenmaier Heilbronn University of Applied Sciences 11 Destination Adults % Students % Total % UK 25,46 75,23 57,51 Ireland 3,13 2,19 2,52 Malta 17,59 11,95 13,96 USA 10,05 2,18 4,98 Canada 3,74 0,55 1,69 Australia 3,45 0,05 1,26 New Zealand 1,64 0,02 0,60 South Africa 1,75 0,06 0,66 France 10,04 3,71 5,97 Spain 10,99 1,89 5,13 Quelle: FDSV / Universität Koblenz-Landau, Statistik 2011
  12. 12. 2.3   Main Destinations, 2 ‐ Status Destination Adults % Students % Total % Latin America 3,92 0,02 1,41 Italy 5,12 0,13 1,90 China and Taiwan 0,45 0,01 0,17 Russia and GUS 0,43 0,00 0,15 Other countries 2,24 2,01 2,09 02‐05‐2013 Prof. Dr. Antonio Juarez / Ms Vanessa Lindenmaier Heilbronn University of Applied Sciences 12
  13. 13. 2.4    Language Trips – economic impact 08.11.2013 The German Language Travel Market 13 State Year Effects in US$ Argentinia 2006 $50 Mio. Australia 2006 $1.169 Mio. Canada 2008 $1.759 Mio. Irland 2006 $769 Mio. New Zealand 2008 $184 Mio. Spain 2008 $730 Mio. UK 2004 $2.590 billion The total of the language travel market amounted to more than 10 billion US$, the economic impact varying, however, from region to region because of a concentration in certain geographical areas (Florida, California, Malaga, English South Coast, Côte d‘Azur. In these regions the effect on the job market is noticeable as well. E. g. per 4 students coming to Australia a new job is created. Source: ALTO, Global Directions in Language Travel 2009
  14. 14. Part 3 Challenges 08.11.2013 The German Language Travel Market 14
  15. 15. 3.1   Finding the right school How to go about it? • Personal information from colleagues and friends • Advertising material (catalogues – websites – flyers) • Travel Agency (catalogues plus advice) • Search machines (Google etc.) • German Language Travel Association (FDSV) (www.fdsv.de) 08.11.2013 The German Language Travel Market 15
  16. 16. An Example: Internet  ‐ „Language Tours“        • EF Sprachreisen • carpe diem • RUF Sprachreise • Sprachcaffee • Direkt Sprachreisen • Dialog • Panke Sprachreisen • lingoschools • Kolumbus Sprachreisen • LISA! • Sprachurlaub.de • Carl‐Duisberg Sprachreisen (CDC) • linguland • ESL Sprachreisen • Sprachreisen weltweit • iSt • Jürgen Matthes • Zebra Tours • Dr. Steinfels • LAL Sprachreisen • flamenco Sprachreisen • Delfin Sprachreisen 08.11.2013 The German Language Travel Market 16
  17. 17. 3.2    Criteria for Choosing (I)  • Target region • Preferred destination • Motivation: holiday – better school results – business, etc. • Costs 08.11.2013 The German Language Travel Market 17
  18. 18. 3.2    Criteria for Choosing (II)  •School Characteristics 08.11.2013 Sprachen lernen im Ausland 18 • Local situation (central / suburban …)  • Accessibility (especially challenged clients) • Assets (Media centre, library, cafeteria, internet access etc.) • Range and structure of courses (levels – group sizes – number of teaching units – duration of unit – teaching methods) • Qualification of teachers (native + TEFL Certificate or equivalent) • Nationality mix of clients • Leisure activities
  19. 19. 3.2   Criteria for Choosing (III) • Quality Criteria Founded in ??? (experience) Professional (full‐time or temporary) Accredited by national institution(British Council, EAQUALS, Istituto Cervantes, Souffle etc.)                          Or International accreditation agency (e.g. DIN CERTCO) Quality control (Complaint Management System) 08.11.2013 The German Language Travel Market 19
  20. 20. When Booking – What you need to know How are providers organised? (Legal responsibilities of provider / Rights and Duties / Terms and Conditions of Contract ) • Part of a chain (Head Office?) • Individual Company (privately owned / language tour  operator) • Agency (i.e. acting for a principal) 08.11.2013 Sprachen lernen im Ausland 20
  21. 21. Part 4 Summary 08.11.2013 The German Language Travel Market 21
  22. 22. 4.1   General Guidelines • The German Language Travel Association,  www.fdsv.de (Quality guidelines / Independent Academic Advisory Board /  Strict admission requirements for membership) • German Institute for Standardization (DIN CERTCO) • EN 14804 (Certification according to European norm, e. g. DIN  CERTCO certificate based on provider and school audits) • Special Guidelines for Minors 08.11.2013 The German Language Travel Market 22
  23. 23. 4.2   Personal Evaluation Was the language trip successful? Personal Assessment: • More fun using the foreign language • Fewer inhibitions • Learning about another culture • Meeting new people • Positive memories Professional Effects: • Better career prospects • Being well‐prepared for the global market Did I like it? Do I profit from it? 08.11.2013 The German Language Travel Market 23
  24. 24. Thank you for your kind attention! 08.11.2013 The German Language Travel Market 24
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×