ICEF Berlin, the study travel industry's biggest B2B event, was the perfect place to bring IALC's ground-breaking 2015 industry research to a wider audience.
In 2015, IALC commissioned unique research into trends in study travel. The report covers programme preferences, demand for different languages, agent-provider relationships and key industry trends. It was unveiled at the IALC Workshop in Rouen, France, where IALC also held an expert panel debate on the language travel industry lifecycle. This followed a first IALC industry panel in 2014 on the commoditization of language study abroad.
Speaking at the IALC seminar in Berlin were Jan Capper, IALC executive director, along with Samuel Vetrak, CEO of Student Marketing, which carried out the research, and Jean-Marc Alberola, president of Bridge Education Group, until recently IALC vice-president of marketing.
Starting from the agreed perspective that the study travel industry is at the maturity stage of its industry lifecycle, State of the Language Travel Industry - Is Your Future Safe? explored the symptoms of a mature industry as well as strategies for survival.
The options for companies in a mature industry include diversification, consolidation, vertical integration and differentiation. Taking IALC as a case study, the seminar wrapped up with a short outline of IALC's decision to embrace brand differentiation.
"The research we commissioned in 2015, together with feedback from agency owners like JC do Santos at STB in Brazil, identified a real opportunity for IALC and its member schools to differentiate our brand by emphasizing the special and very attractive characteristics of independent language schools," Capper explained. "We hope the seminar gave others food for thought and inspiration as they face a maturing study abroad industry."
- Download the IALC 2015 Study Travel Research Report
- Download the seminar presentation
- Read more on Newest trends among Agents: Consolidation and Quality - an article by Samuel Vetrak on the IALC Blog.
State of the Language Travel Industry - IALC Seminar