Special Report: Summer

On the back of a largely upbeat summer 2023, forecasts for summer 2024 are looking just as positive for education providers specializing in the summer vacation market. StudyTravel Magazine published 16 news stories from October to December, each announcing exciting provider plans for summer 2024, including new programs sure to interest learners, plus upgraded facilities and great new locations.

In the news

Kicking it off at the end of September was UK-based summer residential program provider LINES Languages Ltd , which announced a new location for 2024. Stowe School in Buckinghamshire is set in 750 acres of parkland with facilities including baseball and football pitches, athletics track and an indoor 25 meter swimming pool. With capacity for 120 students, the LINES Stowe School will welcome students aged between 10 and 17 years this summer, with single and double en-suite residential accommodation on offer.

Dirk van Nieuwenborgh , General Manager of LINES, said response to the change in location has been above expectations with sales booming for 2024. As a well-known institution in the education field abroad, Dirk notes partners are excited to be able to offer Stowe to their student clients. He continues, “After 25 years at Downe House, moving was not an easy decision. But the second to none facilities in Stowe and the exclusivity guaranteed for our programs, we are now convinced that our decision was right.”

Another school readying itself for the summer influx is Wimbledon School of English in the UK. In early November it announced it was rebranding and expanding its junior provision, adding Pangbourne College in Berkshire and Cothill House School in Oxford to the new English Study Camps by WSE portfolio. The additional centers join the existing summer program offered at Lord Wandsworth College in Hampshire which launched back in 2016. Future Business Leaders, Global Citizenship, and a full-time Football Academy, run by ex-Premier League club coaches, are new course options this summer.

Kai Japanese Language School

Jane Dancaster , CEO of WSE, notes partner reaction since the initial announcement has been very positive with the roll out of the new courses creating a nice buzz. “Agents love the dynamic and colorful branding and are extremely enthusiastic about the range of programs we offer, appealing to both English language learners but also those who prefer to develop their language skills through studying other topics – which is the rationale behind the courses.”

Although a reimagining of the well-established brand’s look and feel, Jane is quick to point out that the junior portfolio is still very much a part of the main adult school brand. “ESC is still very much part of Wimbledon School of English and we are very happy that we will be welcoming many of our regular summer staff back this year.”

York (UK), Malibu (USA) and Viareggio in Tuscany (Italy) are three new summer locations for Trinity International Education (TIE) this year. As Mark Cook , Managing Director of TIE, said when the York and Malibu locations were unveiled in November last year, you can’t get more different than a cathedral city with Roman roots (York) and a Californian beach city (Malibu)! But it’s a sure-fire way to grab some agent and student attention. In such a competitive marketspace, it’s incredibly important to keep developing provision, says Mark. “Everyone likes something new – whenever you meet existing partners, they ask this…so we must be more innovative and imaginative in offering the teenage market something they can get excited about. Parents are becoming more demanding as to where and how they spend their money.”

InvestIN Education

A brand-new residential course at Queen’s University, Belfast and a new host family course in Bray are new for Irish-ELT provider ATC Language Schools this summer. Appearing in news in October, both were reported to have been implemented to meet partner demand. The summer residential course for groups at Queen’s is unique as it affords students the opportunity to enjoy both the Republic of Ireland and Northern Ireland, notes ATC’s Louise Hunter . “There are no other providers that offer this option, and we anticipate that demand will grow as thoughts turn to summer after the winter, and the later booking markets such as Eastern Europe start making enquiries/bookings for summer 2024.” Considering the new summer host family program in Bray, given accommodation limitations in the country, demand has been high, with good interest, mainly from Spanish and Italian partners so far, says Louise.

In October, UK-based St Andrew’s College Language Schools unveiled a refreshed brand and new centers in Dundee, Stirling, Brighton, Canterbury and, more recently, Bognor Regis. According to Fraser Hutchison , agent feedback has been highly positive so far, with great interest shown in exploring these new destinations. “We’re looking forward to creating fantastic experiences for our students and contributing to a vibrant and enriching summer school journey.”

In December Hello! Exmouth in the UK announced two new experiences to empower juniors to develop confidence in English. From July 21st to the 4th of August, the school will collaborate with Bicton College, a nearby specialist college, for a new residential offering for the younger market. School Director, Laura Woodward-Drake , explains, “Whilst we’ve always been huge advocates for homestays and have built a fantastic community of hosts, we appreciate that some students would still prefer to stay in residence and so our partners have been thrilled to offer this for Exmouth.” Its new IELTS Confidence Course launches in August.

Recent releases

SEDA Summer School in Dublin, Ireland has announced it is entering the junior market for the first time this year. Having focused on adult provision for the last 14 years, there was a shift in the college’s mindset and the college is looking forward to welcoming students aged between 12 and 17 years for two-, three- or four-week stays this July at its summer school on the University of Galway campus, confirms Project Director, Bruno Vecchio.

SEDA Summer comprises two courses: Master English with Irish Culture and Activities and Master English with Brazilian Jiu-Jitsu (a type of martial art) with cultural immersion and themed activities and exciting excursions and community engagement projects. Introducing the summer school to agents at the StudyTravel Alphe Spain event in January, Bruno said preliminary interest had been good. “However, we need a good mix of nationalities not just for closed groups but for individuals too.”

Kingfisher Education Group

Targeting young adults aged between 18 and 22 years in New York City this July is English Outdoors . The school’s Stephanie Bon notes the new package was designed in direct response to both student and agent demand for a program that provided more freedom and less supervision than the junior program (for 13-to-17-year-olds). EO’s Young Adults Program will follow the same concept of classes outside of the traditional classroom, says Stephanie, but will provide students with the opportunity to go off and explore the Big Apple more independently.

Sherborne Language School in the UK is excited to be launching an international summer camp experience this year. In addition to its English plus Activities program, which offers over 17 hours per week of English tuition, plus a range of activities each afternoon, the school is also pleased to offer a professional English plus Tennis program, run by a team of professional qualified tennis coaches, many of whom have played both nationally and internationally, relates Centre Manager, Antonia Corp . She continues, “We didn’t have summer bookings for international places in 2022 and 2023, but we have seen great interest in the tennis program in agent meetings at ST Alphe events.”

Relaunching its summer program this year is KAI Japanese Language School in Japan. The course hasn’t run at full capacity since 2019, notes Director Hiroko Yamamoto , but this year students can look forward to exciting two-to-three-week programs sure to create long-lasting memories, she says. The school is offering the same two options as before – a teen model for 13-to-17-year-olds and one for slightly older students aged 18+ – but agent partners can expect new activities, such as a ninja experience and sushi making, notes Hiroko.

Something different

According to a snapshot survey of ST Magazine agent readers, summer programs that combine language learning with activities and excursions remain the most sought after (20 per cent). However, agents report that programs incorporating STEM education (11 per cent), concepts of environment and sustainability (11 per cent) or leadership skills (12 per cent) are also being requested.

Looking to offer some differentiation in a sea of summer school products is Kingfisher Education Group Limited in the UK. Having worked at a language school for over a decade before founding Kingfisher’s in 2023, Director Ross Elliott explains he observed a lack of deviation from the standard junior summer camp program and wanted to create something more unique for 10- to 17-year-olds. Utilizing the campus and residential facilities of two well-known language schools in Bournemouth, “Our curriculum includes beach and forest school lessons, enabling students to learn about the environment and sustainability in an engaging and hands-on manner at those locations,” says Ross. “These sessions are a favorite among students, where they indulge in activities like creating seashell jewelry and sipping pine needle tea, all while improving their English skills.”

Lessons also incorporate public speaking and creative thinking sessions, says Ross, held in small groups based on language proficiency. “These sessions culminate in an evening motivational talk, where we invite inspiring personalities to share their experiences. Last summer, we had the privilege of hosting Squash Falconer, one of the first women to summit Everest and attempt to paraglide from its top.”

The summer experiences offered by InvestIN Education may not be brand new but the immersive career experience provider has only recently started marketing internationally having joined Dukes Education Group in 2022. According to spokesperson Richard Lawless , international school-aged students can test drive any one of 15 careers in London for two weeks, gaining valuable skills and extracurricular experience to boost university applications. Those interested in medicine could work alongside doctors in a hospital and aspiring investment bankers could find themselves trading the markets with Goldman Sachs bankers in a skyscraper, says Richard.

“The programs are delivered in the summer by highly accomplished industry professionals within the field. We aim to equip school students with the knowledge to make the right career decisions and maximize their chances of success. Upon successful completion of an InvestIN program, students receive a personalized certificate and an industry reference letter to support them with university applications/interviews and work experience on CV.”