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April 2009 issue

Contents
News
Agency News
Agency Survey
Feedback
Market Report
Direction
Special Report
Course Guide
Spotlight
Destination
City Focus
Status

Contact Point:
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Status:
Canada 2008

The Status survey is a venture by Language Travel Magazine that aims to gather specific market data about all of the main language teaching markets in the world. Through our initiative, it is now possible to compare world market statistics. 
 
If you would like to see the complete breakdown of data, please click here. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.

Key points

• Number of participating organisations in the Canada survey: 19
• Total number of students at the organisations in 2008:
33,258
• Total number of student weeks in 2008, estimated:
415,725
• Overall average length of stay in weeks:
12.5
• Average cost of a one-month course, excluding accommodation:
CAN$939 (US$768)
• Average cost of residential accommodation per week:
CAN$315 (US$257)
• Average cost of host family accommodation per week:
CAN$394 (US$322)
• Average commission paid on a language course:
24 per cent
One institution paid commission on accommodation (average of 20 per cent)


Means of recruiting students in Canada, 2008 Intensity of study (hours studied per week)

Agents 67%
Internet 12%
Local bookings 12%
Other means 9%

From 15 to 27 hours per week

Average = 22.7 hours


Total marketing spend by sector in %
Marketing budget by region (overall %)

Agency costs 45%
Travel costs 39%
Publicity costs 16%

Asia 39%
Latin America 29%
W Europe 11%
North America 8%
C&E Europe 7%
Middle East 5%

Africa 1%


Top student nationalities in Canada by student weeks, 2008

1. Korean 26.9%
2. Japanese 21%
3. Brazilian 9.4%
4. Mexican 8.2%
5. Saudi Arabian 6%

6. Canadian 4.9%
7. Chinese 4.4%
8. Taiwanese 3.7%
9. Spanish 1.7%
10. Colombian 1.3%


Student numbers by age range

8-11         0.5%
12-15      2%
16-18      16%
19-24      45%

25-30      27%
30-50      9%
50+          0.5%

Observations
• Japan is becoming a reliable source market for Canadian education providers. Up 5.6 percentage points to 21 per cent in 2008, they have closed the gap between themselves and nearest rivals Korea (who achieved a 26.9 per cent share of the incoming student market). Meanwhile, Mexican (8.2 per cent) and Saudi Arabian (six per cent) students leap-frogged China (4.4 per cent) to secure fourth and fifth places.

• The most effective means of recruiting students in 2008 was via an ageny. Agent usage shot up 11 percentage points to 67 per cent.

• Comparatively speaking, providers spent more on company travel to agent workshops and/or student exhibitions in 2008 (up eight percentage points to 39 per cent). Meanwhile, publicity spend was down from 27 per cent in 2007 to 16 per cent in 2008.

• Average length of stay for students in Canada dipped even further from 13.8 weeks to 12.5 weeks.


Thank you to the following institutions for taking part in our Status survey: Archer Education Group, Toronto, ONT; Berlitz, Vancouver, BC; East Coast School of Languages, Halifax, NS; Geos, Montreal, QB; Grant Macewan College, Edmonton, AB; Hansa Language Centre, Toronto, ONT; Heartland International English School, Winnipeg, MAN; International Language School of Canada, Vancouver, BC; Intrax International Institute, Vancouver, BC; Laurentian University, Sudbury, ONT; MWS Student Camps International, Toronto, ONT; National School of Languages, Ottawa, ONT; Royal Cambridge College, Vancouver, BC; Study Abroad Canada, Charlottetown, PE; Study English in Canada, Toronto, ONT; University of Victoria English Language Centre, Victoria, BC; VanWest College, Vancouver, BC; Victoria International Academy, Victoria, BC; Village English, Mississauga, ONT.

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Language Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.

Name

Company
Country

Telephone

Email


ACCOMODATION
Britannia Student
      Services  

ASSOCIATIONS/
GROUPS
English Australia  
Felca  
Feltom Malta  
MEI-Relsa Ireland  
Perth Education City
Quality English  

EVENTS
LTM Star Awards  

SERVICES
Internet Advantage
Your World On
      Monday  
In Touch  

TOURIST BOARDS
Malta Tourism
      Authority  

WORKSHOPS / EXPOS
English Australia  
MEI-Relsa Ireland  
Quality English  

AUSTRALIA
English Australia  
Gold Coast Institute
      of TAFE  
Perth Education City

BELGIUM
CERAN Lingua
      International 
      (Belgium, France,
      Spain, UK) 

CANADA
Canadian &
      International
      Student Services
National School
      of Languages  
Richmond School
      District #38  
Vancouver English
      Centre 
      (Canada, Mexico)

ENGLAND
Bell International 
      (Malta, UK)
Berlitz UK Ltd  
Bournemouth One
       to One English
      Language School  
English Studio  
InTuition Languages
      (Australia, France,
      Germany, Ireland,
      Italy, South America,
      Spain, UK, USA)
IP International
      Projects GmbH  
      (England, France,
      Germany, Spain)
Kaplan Aspect 
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South
      Africa, UK, USA)
Living Learning
      English  
London
      Metropolitan
      University
Oxford Brookes
      University  
Oxford International
      Study Centre  
Queen Ethelburga's
      College  
RLI Language
      Services
St Clare's Oxford  
St Giles Colleges 
      (Canada, UK, USA)
Study Group  
      (Australia, Canada,
      England, France,
      Germany, Italy, New
      Zealand, South
      Africa,Spain, USA)
Twin Group 
      (Ireland, UK)
University of Essex -
      International
      Academy
University of Sussex
Wimbledon School
      of English  

FRANCE
Alliance Française
      Paris Ile de France
CAVILAM  
Home Language
      International  
      (Australia, Brazil,
      Canada, China,
      Czech Republic,
      Denmark, England,
      Egypt, Finland,
      France, Greece,
      the Netherlands,
      Hungary, Ireland,
      Italy, Japan,
      Scotland, South
      Africa, Spain, Malta,
      New Zealand,
      Norway, Poland,
      Portugal,
      Switzerland,United
      Arab Emirates,
      USA, Wales)
IH Nice  
Universite de Paris
      Sorbonne 

GERMANY
Carl Duisberg
      Medien GmbH  
      (England, Germany)
International House
      Berlin - Prolog  

IRELAND
Active English  
Alpha College of
      English  
English in Dublin  
Galway Language
      Centre  
Irish College of
      English  
Swan Training
      Institute  
MEI-Relsa Ireland  

JAPAN
Kai Japanese
      Language School  

MALTA
Clubclass
      Residential
      Language School  
Feltom Malta  
IELS - Institute of
      English Language
      Studies  
Malta Tourism
      Authority  

NEWZEALAND
Languages
      International  

SPAIN
Colegio Maravillas  
ESADE - Executive
      Language
Español ¡Si!
Malaca Instituto -
      Club Hispanico SL

SCOTLAND
EAC Language
      Centres and
      Activity Camps.  
University of
      Glasgow 
      (England, Ireland,
      Scotland, Wales)
 
SWITZERLAND
EF Language
      Colleges Ltd  
      (Australia, Canada,
      China, Ecuador,
      England, France,
      Germany, Ireland,
      Italy, Malta, New
      Zealand, Russia,
      Scotland, Spain,
      USA)

USA
ELS Language
      Centers  
Zoni Language
      Centers 
      (Canada, USA)