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Language Travel Magazine, November 2005

Web Based Businesses

The Internet has changed the face of the language travel industry. Most agencies rely heavily on their websites for at least initially attracting and informing clients of their options, while other agencies have been launched as pure Internet enterprises, and schools have embraced the Internet to enhance both teaching and sales.

Amy Baker investigates the impact of Internet technology on the language travel industry.

While most agencies offer the option to have a one-to-one consultation about study abroad options, some businesses encourage online bookings over other methods. This is the case at Cactus, an agency based in the UK but serving an international clientele. "Although we encourage our clients to book online by offering an online discount, we are keen to express that there are helpful people on the other side of the website who are available for consultation," says Jessica Hartridge at the agency.

The company encourages online bookings as this enables more people to book at any one time. But Hartridge underlines, "The web is a good tool to add to an agency but you should never under estimate the power of the individual. I don't like the idea of agencies becoming [entirely] web-only because I think sharing experiences, information and interacting is fundamental to human progression."