The German Language Travel Market Facts – Figures - Challenges ICEF Berlin November 1, 2015 Prof. Dr. E. Platz-Waury Heilbronn University of Applied Sciences

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 Market Development 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

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Part 1

Characteristics of Language Travel

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1.1 Characteristics of Language Trips 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)

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Types of courses: •

Standard

•

Intensive

•

Exam Preparation

•

Business courses

•

Private Teaching, etc.

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professional

1.2 Motivation for Language Learning

• Improving school marks (young students) • Passing exams (young adults)

• Being admitted to a foreign university (mature students) Private

• Acquiring extra certification or diplomas (young professionals)

• Making yourself fit for the professional world • Private interests (pleasure & leisure / culture)

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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 • Preparing for the globalised world Berlin, 1 November 2015

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Part 2

Facts and Figures

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2.1 Target Groups Total number of language trips in 2014 : 160.000 ( approx.)

Increase of student numbers (6-17 years old) from 28% in 2005 to 59% in 2014 Source: FDSV / Statistics 2014

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2.2 Target Languages (I)

Source: FDSV / Statistics 2014

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2.2 Target Languages (II)

Source: FDSV / Statistics 2014

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2.3 Main Destinations (I) Figures for Germany 2014 (Basis: ca. 160 000 language learners) Destination

Adults

Students

Total

UK

25,85%

67,78%

53,50%

Ireland

4,34%

1,19%

2,23%

Malta

17,59%

13,34%

14,65%

USA

11,57%

2,31%

5,40%

Canada

3,66%

0,53%

1,59%

Australia

3,52%

0,08%

1,25%

New Zealand

1,77%

0,01%

0,60%

South Africa

2,21%

0,05%

0,78%

France

7,46%

3,58%

5,06%

Spain

8,89%

1,83%

4,18% Source: FDSV / Statistics 2014

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2.3 Main Destinations (II) Figures for Germany 2014 (Basis: ca. 160 000 language learners) Destination

Adults

Students

Total

Latin America

5,02%

0,03%

1,70%

Italy

3,99%

0,19%

1,47%

China / Taiwan

0,59%

0,00%

0,20%

Russia

0,87%

0,04%

0,54%

German-speaking countries

0,00%

8,90%

5,88%

Other countries

2,67%

0,14%

0,98%

Source: FDSV / Statistics 2014

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2.4 Language Trips – Market Development Year

Turnover EUR

Change %

2014

54 mio

+1,76%

2013

53 mio

-17,45%

2012

65 mio

+16,48%

2011

56 mio

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Part 3

Challenges

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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)

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An Example: Internet - „Language Tours“

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3.2 Criteria for Choosing (I) • Target region • Preferred destination

• Motivation: holiday – better school results – business, etc. • Cultural Experience • Costs Berlin, 1 November 2015

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3.2 Criteria for Choosing (II) School Characteristics • • • •

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

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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)

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Part 4

Summary

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4.1 General Guidelines • Guidelines of 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 Regulations for Minors Berlin, 1 November 2015

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4.2 Personal Evaluation Was the language trip successful? Personal Assessment: • • • • • •

Learning a new language More fun using the foreign language Fewer inhibitions Increasing Cultural Experience / Awareness Meeting new people Joyfull memories

Professional Effects:

• Better career prospects • Increasing attraction for employers • Being well-prepared for the global business world

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Thank you for your kind attention!

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