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TUI language schools rebrand as ELC

The education division of German tour operator TUI is to group three of its UK language schools under the ELC brand, raising the visibility of its ELT provision in the UK.

They’ve all got something unique and we don’t want to lose that

The Manchester Academy of English and the Hampstead School of English will join ELC York, which TUI bought in July this year, in carrying the brand. The company will also run all of its junior programmes under the EAC brand from hereon.

“We wanted to the schools to work together and provide something to make it easier for our partners [agents and representatives] to work with,” said Paul Hawkes, the Managing Director of TUI’s language portfolio.

The move would instil the same levels of best practice across the schools while maintaining the unique character of each, said Hawkes. “They’ve all got something unique and we don’t want to lose that… However when students go there we want them to be confident in the consistency of our academic provision.”

ELC Group Logo

TUI has grouped three language schools under the ELC brand

The schools will be advertised in the same brochure for the first time this year and subject to new pricing, with Hampstead charging slightly more as a London-based provider than its regional counterparts.

The move follows a run of acquisitions in the ELT space for TUI, which bought EAC in 2009, Hampstead and Manchester in 2010 and ELC in 2011. The company says it hopes to expand its ELT offerings in the 2012. “We think this is a fantastic space with lots of opportunity… With that in mind it is natural to want to invest further in it,” said Hawkes.

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