1.1 Market definition and presentation
Language study stays are stays of varying length in a foreign country, to learn or improve the language of the country. Carried out by:
- Children (under 12),
- Teenagers (12-18 years)
The global market for language travel has seen an impressive growth in recent years both in value and volume, due to the increasing attention paid to the learning of foreign languages, internationality and inclusion.
Among the main players on the market, there are agencies specialising in language holidays, associations and specialised organisations that own their own language schools.
In recent years, the offers and formulas proposed have evolved, as have the audiences concerned. The offer has been extended to a larger number of countries, even if fluency in English remains the primary motivation for this type of stay.
1.2 A healthy global market largely dominated by the United Kingdom and the United States
Despite the lack of reliable sources and information on the language travel segment, which is part of the more general international education industry, there are some indications that the global language travel market is doing rather well. According to the ICEF Monitor which collects data on student travel, among other things, ...
1.3 The French market, a market in search of renewal
The French language travel market, whose turnover was estimated at *** million euros in **** by The Figaro , now seems to be running out of steam and looking for new ways to revitalize it Digischool indicated in ****, that there were *** private organizations specializing in language stays. The fringe of the French population most ...
2.1 Increasingly popular language stays for English-speaking students
The request is based on English
English, which accounted for **% of applications in the ****s, now accounts for about **% of current stays according to Tourmag . Its learning is therefore considered to be the most essential compared to other foreign languages, and this has been increasingly so in recent years. The language ...
2.2 Foreign languages perceived as essential in professional life
The language travel market should have a bright future ahead of it, as the French are relatively poor pupils in languages compared to other OECD countries International on the Loire showed in **** that two thirds of the French population spoke only one foreign language fluently and that only one in five ...
2.3 New requests
The diversity of language travel formats
As a result of the democratization of language stays, the diversity of consumer profiles has increased in parallel. Differences in demand are leading to the emergence of several formats of stays adapted to the expectations of clients. Clients of language stays often seek language learning ...
3.1 Characteristics of the French language travel market
Although being a highly fragmented market between many players offering a variety of offers (***) or even Go and Live . For example, Go and Live has produced a sales revenue of nearly ** million euros in **** - either *.**% growth compared to ****-, with the ambition to exceed *** million euros in ****.
There is also ...
3.2 Uberisation of the market and popularity of online booking
As explained by Professional Marketing A few years ago, people interested in a language stay asked well in advance and met the managers of the structure in person during a personal consultation. Today, a language stay can be purchased directly on the Internet in a few clicks without any physical contact ...
4.1 Prices vary according to the type of stay chosen
The price of the language stays depends on the type of organization chosen, but above all from:
The duration of the stay From the place (***) From the formula chosen
Some packages cover accommodation, courses, activities and travel, while some only include courses, for example.
For example, on the page of CLC ...
4.2 A wide variety of formulas
As explained on the website of the Office label There are * occupations in the field of language and educational stays, which are short-term language stays, educational school trips, long-term language stays, au pairs, language school stays, work or internships in companies abroad, and holiday educational and cultural stays.
Faced with the ...
4.3 An evolving offer, between digitisation and diversification
In addition, as shown by Professional Marketing , the notion of tourism is increasingly important for this type of travel, which has an educational purpose above all . The language stay is increasingly a spontaneous purchase made at the last minute depending on the price: between ** and **% of clients book their stay in ...
With the growth of the language travel market and the professionalization of specialized agencies, the regulatory framework governing this activity is fundamental
It is important that language travel organisers have the necessary certifications to gain the trust of students and their families. Clients thus see it as a guarantee of quality ...
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