Malta’s English Schools: The High Cost of the Discount Habit
2 Min Read
The sun-drenched island of Malta has long been a top destination for students from across the globe looking to brush up on their English. However, a recent report from the Federation of English Language Teaching Organisations Malta (FELTOM) has shed light on a worrying trend that threatens the very foundation of this vital sector: the widespread, almost ingrained, habit of offering hefty discounts.
A survey conducted with representatives from various schools at a recent industry forum revealed that the pressure to slash prices is palpable. A staggering two-thirds of Maltese school delegates confessed they “often” or “always” feel compelled to offer discounts just to stay competitive and keep student numbers buoyant. It’s a vicious cycle where schools feel they must undercut rivals, even if it means their pricing no longer reflects the true quality of the education and experience they provide. In fact, over a third of respondents felt their current fees did not do justice to their product’s genuine value.
This practice, the report cautions, is not sustainable. While offering a few quid off might seem like a necessary evil to fill classrooms during quieter seasons, the long-term impact is clear: profit margins are dwindling, and the entire industry is being cheapened. When the expectation for a discount becomes the norm, it forces schools into cost-saving measures, which can ultimately compromise the quality of teaching and support staff they can afford to employ. As the report succinctly put it, excessive price competition “undermines value, erodes profit margins, and threatens the overall credibility and quality of the industry.”
The findings, which echo similar concerns raised internationally, suggest that a change in strategy is desperately needed. The Maltese ELT sector is not merely a collection of businesses; it is a major contributor to the national economy and a key part of Malta’s cultural offering, welcoming thousands of students each year. Its continued success, therefore, hinges on a unified front.
The majority of delegates at the forum agreed that this harmful price war could be mitigated; but only through genuine collaboration between schools and the agents who enrol students. By working together, the sector can shift its focus away from competing solely on price and towards promoting the island as a destination renowned for its high-quality, transformative learning experiences.
Ultimately, a focus on excellence, innovation, and showcasing true value is the only way to safeguard the sector’s future, ensuring that Malta remains a premier choice for English language study for years to come.
Source: THE PIE NEWS
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