In a recent internal survey IALC language schools were optimistic about 2009 despite the current economic crisis, in many cases reporting strong advance bookings and even growth. In a time of uncertainty, agents and students may be turning to established, high-quality language schools as the organisations most likely to ride the current global storm.
Asked what specific action they were taking, respondents to the survey said they were maintaining close contact with their agent partners and looking together at ways to stimulating enrolments. Their strategies include adding value through extra services like student discount cards and free excursions and investment in better booking systems, offering small discounts or discounting carefully to selected agencies or markets, and launching special promotions and products for different agents and markets. Price rises have been modest in preference to heavy price discounting.