Earlier, many schools in Dubai lowered their tuition fee owing to economic pressure. According to the Chief Executive Officer of Al Najah Education, to Raza Khan, education market in Dubai is moving away from high-premium institutes and more towards mid-market schools. Al Najah Education operates many schools including Horizon International School, which also lowered its fees by 10-12 % earlier.
Soon after lowering their fees, Horizon received increased inquiries and positive feedback from parents.
Khan said in his statement: The market is correcting in favor of operators like Al Najah, and perhaps away from the super-premium operations, who have set their prices at a level where parents feel they have not received the extra value for the premium they are paying. Consumers in Dubai are paying more attention to value for money. They still want a premium product, and they don’t want to compromise on the quality of their experience, but they’re looking at how much they’re paying for their experience. We’re anticipating significant improvement in the revenue of the school, because it’s a growing school. The correction in the fee levels will drive an increase in revenues and enrolments and we are already seeing that in the January trend in terms of the level of inquiries and registrations at the schools.
It will be interesting to see how many other schools follow the trend and what impact it has on the education system in UAE.
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