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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.
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| Key points |
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• 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)
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| Means of recruiting students in Canada, 2008 |
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Intensity of study (hours studied per week) |
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Agents 67%
Internet 12%
Local bookings 12%
Other means 9%
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From 15 to 27 hours per week
Average = 22.7 hours
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Total marketing spend by sector in %
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Marketing budget by region (overall %)
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Agency costs 45%
Travel costs 39%
Publicity costs 16%
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Asia 39%
Latin America 29%
W Europe 11%
North America 8%
C&E Europe 7%
Middle East 5%
Africa 1%
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| Top student nationalities in Canada by student weeks, 2008 |
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1. Korean 26.9%
2. Japanese 21%
3. Brazilian 9.4%
4. Mexican 8.2%
5. Saudi Arabian 6%
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6. Canadian 4.9%
7. Chinese 4.4%
8. Taiwanese 3.7%
9. Spanish 1.7%
10. Colombian 1.3%
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| Student numbers by age range |
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8-11 0.5%
12-15 2%
16-18 16%
19-24 45%
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25-30 27%
30-50 9%
50+ 0.5% |
| Observations |
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| • 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.
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• 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.
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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.
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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.
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