Course, education provider and destination are the three pillars of the student decision making process. What role does a destination play and how can this be promoted when students are not travelling?
Igor presented the latest global benchmarking data and trends for promoting destinations to online students, with a perspective from Australian study clusters. Forum participants also benefited from a series of practical tips & tricks in order to leverage their marketing and recruitment.
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- According to a BONARD survey of education agencies, the most significant factors driving the choice on study destination are best entry conditions (24% of agencies), job prospects (21%), safety measures (16%) and affordability (13%).
- Only 11% of agencies said their customers primarily decide based on which destination opens up the first.
- Market sentiment surveys show gradual increases in the popularity of Canada, the UK and the USA.
- Australia and New Zealand topped the ranking in the early stages of the pandemic thanks to their swift reactions, however, are experiencing declines in demand due to continuing border closures.
- Providers and agents anticipate an increase in the number of student applications later in the year, however, visa processing remains a concern.
- Online engagement key to mitigate impact on Australia’s market share.
If you wish to further explore data-driven marketing and recruitment strategies suited to Australian stakeholders, please write us at firstname.lastname@example.org. We will be happy to arrange a meeting.