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You want to sell foreign language study programs to Europeans? Here is the clue to reach the French through tour operators.
French families feel concerned about speaking foreign languages, especially English. This is the reason why many parents want their children to go and learn while they stay at an English speaking family's home. Consequently, more and more French companies sell programs that help French youngsters improve their fluency in foreign languages.
What is the market?
More than 2 million kids go on vacations without their parents each year.
600 000 homestays were sold in 1996.
350 companies share that market.
The 12/16 years represent 60% of the market. In addition, students and adults go for these programs, too.
What are the typical programs?
Foreign language study programs are sold both by non profit organizations and for profit companies. Their competition is often highly ferocious.
Many formulas are proposed on the market. Specialists tend to find a balance between classes and leisure. Some programs focus on leisure more than on classes and vice versa. Some programs don't include any class at all. The choice depends on the child's personality and motivations.
Transportation : by coach, train, boat, airplane. depends on location
Accommodation : either in a family, a school, a hotel, a campus, a residence.
Leisure : most of the time sport or cultural activities.
Classes : usually represent a small part of the daily schedule. Usually run by graduate native teachers.
Which age groups are concerned?
Juniors for 10 to 16 years old represent the largest share of the market. Packages are also available for younger children (some companies cater to children under 8) and adults.
What is the present trend?
The typical foreign language study vacation used to be 3 weeks long. Due to tighter budgets, it came down to 2 weeks. Nowadays, some companies even propose 10 days stays.
The basic 2 week homestay in Great Britain is sold in France under FFR 4 000 (US$ 650), transportation included.
The most expensive 4 week package to the U.S.A is sold in France FFR 12000 (US$ 1 900).
Interview of a teenager who
staid in the U.S.
Question
:"When did you stay in the U.S?"
Annie LIM : "In 1197, during the summer. I staid
there for 2 weeks."
Question
:"Which program did you go for?"
Annie LIM : "I chose an exchange program. I staid
with an American family and their daughter then flew to
France and staid with me for 2 weeks, too."
Question
:"Where were you?"
Annie LIM : "I was in Baltimore, Maryland, and I had
a one-day trip to New York."
Question
:"How did you like it?"
Annie LIM : "It was very enjoyable. I think the
hospitality in the U.S. was great."
How can sell your foreign
language study programs to the French?
You can approach tour operators specializing in these tours with a proposal. They will need to be followed up many times. We'll be happy to provide you with a mailing list of tour operators or to to approach them for you. Ask us for more information.
See our page the youngsters/students travel market in France
Many thanks to Heloise Wicart, Chti Ching Ung, Isabelle Pottier, Brice Fromion for their contribution to this page.
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