Over the last few years (some say 5, others say 10) and following the boom in the late 90’s, Spain has suffered an unprecedented recession which has shaken society and affected some of the basic principles of Spanish society. One of the most fundamental changes has been the realisation that sooner or later, younger Spanish generations will be facing migration. Furthermore, there is an understanding that migration may indeed be a fantastic opportunity and offer fulfilment for highly educated and open young people. For a country that has only really migrated in times of extreme conditions (famine or post-war), this is a real change. Perceived as both an opportunity and a challenge alike, parents are open to letting their young children spend long(er) periods abroad in order for them to develop the two key skills that will give them a competitive advantage: international experience and the ability to communicate in English.

Wealthy families are sending their children to the USA, Ireland and the UK and expensive private schools are being asked by parents to facilitate “a year or a term abroad”. Slowly, schools are starting to accept that this trend is here to stay and that it is best for them to enter into agreements and offer this facility or face losing their students to elsewhere. As a country, the UK is competing with two very well placed markets: the USA and Ireland. While UK schools are expensive (as well as somehow stereotyped around Harry Potter), the US Government offers thousands of grants which allow Spanish students to spend a year in a selected school (and living with a family) for around $9,000 p.a. Ireland offers a very close Catholic culture and very similar Catholic schools, with good connections with their homologues in Spain. The cost for a full year boarding is around £15,000. With such international competition, how can British schools attract the brightest (and wealthiest as prices are not competitive) students to the UK? Is there a unique selling point?

Some Spanish parents are looking for exclusivity, highly associated with British boarding schools. They are likely to be interested in highly academic schools, which offer a rich extra-curricular programme (music/sports/arts). Other parents (and schools) may be keen to explore the quality and flexibility of the UK offer. Either way, all Spanish parents are looking for a “full immersion” experience. They do not want their children to be exposed to Spanish speaking environments (or this should at least be limited).

What’s the key to attracting the interest of these families? How do they look for a school? The most common reason for choosing a school (within budget) is “word of mouth”. The issue is therefore, how to engage the first few students and make sure that they are satisfied. One route could be one-to-one agreements with Spanish schools for periods of a full-year and/or one term in a British school. These agreements would help the Spanish school with their marketing (as an attractive offer for parents) while facilitating the mobility of students both into the UK (as both schools would be familiar with the curriculum) and back to Spain. We have recently organised this type of partnership for our own British School in Madrid. Others may be interested in exploring similar models.

What about agencies? Are there any new opportunities there? While they mostly offer the USA and Ireland, the UK is also of interest (although the price makes it a smaller market). With the exponential growth of so called “Bilingual Schools” around the country, there is a growing demand for short periods of full-language immersion opportunities for young children. Agencies have recently developed a product of growing demand: 1 month placements in Irish schools. As schools in Ireland start in late August, Spanish students (only a few per school) spend 1 month in full immersion programmes in Ireland. Groups of students from the same school in Spain are placed in different schools in Ireland to ensure it is full immersion. Is this something big? Not yet but it is growing and a group of agents are interested in exploring possibilities for similar programmes in the UK. Would this be an interesting market for British boarding schools? Or is it too little for the effort required and too disruptive for existing students? Food for thought. A request for expressions of interest will be announced soon.