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April 2010 issue

Contents
News
Agency News
Agency Survey
Feedback
Market Report
Direction I
Special Report
Course Guide
Spotlight
Destination
CityFocus
Status

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Status:
Canada 2009

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: 18
• Total number of students at the organisations in 2009:
41,241
• Total number of student weeks in 2009, estimated:
610,366
• Overall average length of stay in weeks:
14.8
• Average cost of a one-month course, excluding accommodation:
CAN$1,073 (US$1,024)
• Average cost of residential accommodation per week:
CAN$271 (US$259)
• Average cost of host family accommodation per week:
CAN$224 (US$214)
• Average commission paid on a language course:
22
One of the institutions profiled paid commission on accommodation
*For currency conversion rate, see page 7.


Means of recruiting students in Canada 2009 Intensity of study (hours studied per week)

Agents 66.5%
Other means 13%
Internet 4%
Local bookings 16.5%

From 17 to 35 hours per week

Average = 23 hours


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

Agency costs 41%
Publicity costs 26%
Travel costs 33%

Asia 41%
Latin America 25%
N America 13%
W Europe 7%
C&E Europe 7%
Middle East 6%
Africa 1%


Top student nationalities in Canada by student weeks, 2009

1. Korean 19%
2. Japanese 14%
3. Saudi Arabian 8%
4. Brazilian 6%
5. Mexican 5%

6. Swiss 3%
7. Canadian 3%
8. Thai 2%
9. Spanish 2%
10. Taiwanese 2%


Student numbers by age range

8-11        0.5%
12-15      5.2%
16-18      12.5%
19-24      44.3%

25-30      26.5%
30-50      9.6%
50+          1.4%

Observations
• Agent usage among students who study in Canada remained high in our latest survey, with 66.5 per cent of students using agents to find their course. This is similar to last year’s result of 67 per cent.

• Korean and Japanese students were the top two nationalities at the Canadian language schools who took part in our survey, in keeping with last year’s results, although the third most populous nationality was Saudi Arabian this year, which overtook last year’s third place of Brazilian students. The percentage of Saudi Arabian students increased from six per cent previously to eight per cent this year, while Brazilian numbers were down from 9.4 per cent to six per cent in our current survey.

• Despite the importance of agents for the Canadian market, the percentage marketing spend by schools on agency costs decreased from 45 per cent to 41 per cent. Instead, publicity costs increased from 16 per cent to 26 per cent and travel costs decreased from 39 per cent to 33 per cent.


Thank you to the following institutions for taking part in our Status survey:
Berlitz, Vancouver, BC; Camber College, Powell River, BC; Canada West Learning Academy, North Vancouver, BC; Chelsea Language Academy, Toronto, ONT; College Platon, Montreal, QC; EF International Language School, Toronto, ONT; Institute of the University of Ottawa, Ottawa, ONT; East Coast School of Languages, Halifax, NS; Geos North American Language Schools, various; Global Village English Centres, various; International Language Schools of Canada (ILSC), Vancouver, BC; KGIC Education Group, Victoria, BC; Niagara College, Niagara on the Lake, ONT; Royal Cambridge College, Vancouver, BC; St Michael’s University School, Victoria, BC; Study Abroad Canada, Charlottetown, PE; Vancouver English Centre, Vancouver, BC; VanWest College, Vancouver, BC.

Status Survey statistics are based on figures supplied by a selection of individual schools. Not all survey respondents answered every question in the survey. Figures are, in some cases, rounded up or down to the nearest whole. All information is treated with the strictest confidence.

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


ACCOMMODATION
France
      Accommodation &
      Culture  

ASSOCIATIONS/GROUPS
English Australia  
Feltom Malta  
International House
      World Organisation  

EVENTS
Alphe Conferences  
British Boarding
      School's Workshop  
International House
      World Organisation  

EXAM BOARDS
IELTS  
Pearson Education  

INSURANCE PROVIDERS
Dr. Walter GmbH  
Student Guard
      Insurance  

SERVICES
LTM Star Awards  

TOURIST BOARDS
Malta Tourism
      Authority  
Office de Tourisme
      Montpellier  

AUSTRALIA
Bond University  
Carrick Institute
      of Education  
English Australia  
La Trobe University  
Language Studies
      International  
Pacific Gateway
      International College
Shafston
      International College
Global Village
      Sydney  
University of
      Tasmania  
University of
      Western Australia  
University of
      Western Sydney
      College  

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

CANADA
Global Village  
      (Australia, Canada,
      USA)
ILSC - International
      Language Schools
      of Canada  
National School
      of Languages  

CHINA
iMandarin
     Language Training
     Institute  

ENGLAND
Cambridge
      Education Group  
Camp Beaumont  
International House
      World Organisation  
Kaplan Aspect  
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South
      Africa, UK, USA)
King's Colleges
      (Prime Education)  
LAL Language
      and Leisure  
      (Canada, Cyprus,
      Ireland, England,
      South Africa,
      Spain, Switzerland,
      USA)
Queen Ethelburga's
      College  
Spinnaker College  
St Giles Colleges  
      (Canada, UK, USA)
Study Group  
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy,New Zealand,
      South Africa, Spain,
      USA)
Thames Valley
      Summer Schools  
Twin Group 
      (Ireland, UK)
University of
      Essex -
      International
      Academy  
University of
      Sussex  
Wimbledon School
      of English  

FRANCE
Accent Francais  
AGISEFE -
      Université de
      Savoie  
Alliance Française
      Paris Ile de France
Home Language
      International  
Office de Tourisme
      Montpellier  

GERMANY
International House
      Berlin - Prolog  

HONG KONG
Q Language Ltd  

MALTA
Clubclass
      Residential
      Language School  
EC English
      Language Centre  
      (England, Malta,
      South Africa, USA)
Feltom Malta  
Malta Tourism
      Authority  

NEW ZEALAND
Dominion English
      Schools  
Languages
      International
      Christchurch  

SCOTLAND
EAC Language
      Centres and
      Activity Camps.  
      (England, Ireland,
      Scotland, Wales)

SWITZERLAND
EF Language
      Colleges Ltd  
      (Australia, Canada,
      China, Costa Rica,
      Ecuador, England,
      France, Germany,
      Italy, Malta, New
      Zealand, Russia,
      Spain, Switzerland,
      USA)

USA
Columbia University
ELS Language
      Centers  
IH New York  
Julian Krinsky
      Camps & Programs
Language
      Consultants
      International, LCI  
Rennert  
Zoni Language
      Centers  
      (Canada, USA)




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