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Trends in the Language Travel Market Going to another country to learn the language traditionally used to be associated with school kids going on “summer courses” during their school vacation. They still do, but the adult market has been growing fast. These days roughly two thirds of Germany’s estimated 160,000 language travellers per year are adult learners. What motivates them and what are the main trends in the adult language travel market? Business-oriented courses: Against the background of continually growing demands in the national and international business world, linguistic skills and hands-on practical experience in foreign countries become ever more important. Language travel stays are therefore increasingly used as part of one’s personal career and qualification strategy. This is reflected by the creation and development of business-oriented methodologies and curricula by language schools. Executive courses, for example, concentrate on the language of business, and work-study programs combine language tuition with placements in local companies. This gives students a hands-on experience of the host country’s working conditions and business climate and lets them expand their linguistic skills in a real-life environment. Internationally recognized exams like the Cambridge certificate can be obtained following tailor-made courses and are widely considered as significant extra-qualifications for job applications. Intercultural skills are the key: Closely corresponding to the growing importance of the work-and-career aspect of language travel is the ever growing awareness of the fact that intercultural skills are crucially important in today’s business world. German reliability and cutting edge technology is all very well, but operating in an international business environment is not just a question of having a good product and being able to explain its technological details in English. You have to be aware of the effect of culture on business and working styles, office etiquette and communication strategies: Speaking the customer’s language is not just a matter of getting the grammar right, but saying the right thing in the right situation in the right way: A skill you can best, many say only, acquire in the language’s country of origin. Single travellers discover language courses as the ideal holiday: Increasingly, language stays attract single travellers who have discovered the communicative environment of a language school as the ideal and most meaningful way of spending their holiday. A survey by the Association of German Language Travel Operators (FDSV) found that over 90% of students are single travellers: “Language travel stays are the ideal holiday environment for new acquaintances and friendships, fresh impressions and meaningful recreational activities. Shared interests and the relaxed and communicative atmosphere during tuition as well as the social programs organized by schools are the ideal framework in which to meet and get to know people.” Language Travel as “Bildungsurlaub”, Vacation Study Programs: German “Bildungsurlaub” laws give employees the legal right to five additional vacation days a year to further their education. While you are away improving your mind on “Bildungsurlaub”, you are still fully entitled to your normal salary. You also have the option to save your annual five days and add them on to the following year’s entitlement, which translates into having a full fortnight at your disposal. As the normal minimum duration for a language stay abroad is two weeks, this is the option usually chosen. For employees to be able to exercise this right, the program has to be officially recognized. Usually a minimum of 30 lessons per week is required for recognition of a course as “Bildungsurlaub.” Quite a substantial number of language travel programs are recognized as “Bildungsurlaub” and clearly marked as such in the operators’ promotional material. Dr. Claus Kunze Fachverband Deutscher Sprachreiseveranstalter – FDSV Marburger Str. 15 60487 Frankfurt 069-97948647 fdsv@beaverbooks.de itchy feet Nr.6, Ausgabe 2009 |
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