Heritage Coast Holidays Dorset

A leading Weymouth based provider of English language courses in home stay accommodation for European students, Heritage Coast Holidays Dorset, known locally as Weymouth
International Language Link, is expanding in 2007 to cater for
new markets.

The company’s expansion into subsidiary elements in its business includes Heart and Soul Holidays, which offers specialised tailor made cultural holidays for adults and Simply English, which provides bespoke English language courses to meet the every day needs of migrant workers and UK employers.

Heritage Coast Holidays Dorset has in this way been able to respond to an increased clientele visiting the UK from less traditional markets such as Eastern Europe and China. Language and cultural understanding are being used to improve communications and the holiday, study or work experience.

Jennie Parsons and Fran Davies have been working in the language holiday business for fifteen years and set up their own business in 2004. They have recently moved into new premises in a Weymouth town location.

Jennie explained: “We understand that the needs of these new customers are different than our traditional language student clients. We are providing cultural awareness training for our host families as our visitors from around the world have varying customs and expectations of life here. In addition, we are planning to translate our website into six languages to make sure that our product is seen worldwide.”

The Regional Language Network South West has been advising Heart and Soul Holidays on its business development and recommended Jennie and Fran to seek Passport to Export Training with UKTI which they accepted earlier this year. James Piriou, RLN SW Dorset and Wiltshire adviser said: “The business has a unique product and I have been impressed in the way that the partners are addressing cross cultural issues and market shifts that they have witnessed in the last few years.

“Translating 1,000 words of their website into six languages, including Mandarin Chinese and Russian will increase their market substantially and increase their potential client base as some two thirds of clients will only buy online in their own language”.

Jennie and Fran were involved in a recent cross cultural event in Weymouth for host families to come and learn how to overcome cultural barriers. Teaching English to migrant workers in the local community has already commenced with a number of Polish workers enrolled on courses that started this month.

Visit the Heritage Coast Holidays Dorset website at www.hchdorset.co.uk.

Back to index - all case studies