April 2012 issue

News Round Up
Inside the industry
Advisor Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Special Report
Course Guide
City Focus
Market Analysis

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Mexico’s growth

Despite a slowing economy, consumer confidence appears to remain strong, with language and education travel experiencing a peak in bookings last year.

Key points
The total number of students placed by the 11 agencies in our survey was 3,761

Individual agencies placed between one and 1,400 students on study courses overseas each year

The average length of stay for Mexican students was 14 weeks

Overall, 70 per cent of Mexican students stayed in host family accommodation when studying overseas

33 per cent of Mexican students took a study travel trip for their studies overseas and a further 33 per cent for their studies at home

50 per cent of the agencies in our survey charged a handling fee, of between US$100 and US$300

Top destinations Most popular courses
1. Canada 56%
2. UK 24%
3. USA 10%
4. Ireland 6%
5. France 2%
6. Australia 1%
6. New Zealand 1%
1. General 43%
2. Intensive 18%
3. Language plus work 7%
4. Summer vacation 6%
5. Junior 3% 6. Uni foundation 2%
7. Business 1% 7. Academic prep/exam prep 1%
Other 19%

Reasons for studying overseas Average percentage advisor business
1. Further Studies overseas 33%
2. Further studies at home 33%
3. Future work 7%
3. Current work 6% 4. Pleasure 11%
1. Language programmes 39%
2. Secondary School 26%
3. Higher ed overseas 13%
4. Work & travel 8%
4. Volunteering 8% 6. Internships 4% Other 2%

How do advisors recruit students?
How do advisors find new schools to represent?
1. Word-of-mouth 54%
2. Mail shots 11% 3. Website 10%
4. E/online marketing 7%
4. Seminars to students 7%
6. Advertising in press 3%
7. TV/radio 2% Other 6%
1. B2B conferences 42%
3. Internet 17%
2. Language fair and student expos 13%
4. STM 11% 5. Other press 5%
Other 12%

Percentage of advisors who recognised each of the following organisations
Acpet 33%
English Australia 33%
NEAS 22%

Languages Canada 56%

Groupement FLE 44%
Souffle 33%
L’Office 0%
Unosel 0%

MEI 22%

Asils 11%
Italian in Italy 11%

Feltom 44%

New Zealand
Eng NZ 22%

Aeple 0%

South Africa
EduSa 11%

Fedele 11%

Abls 11%
British Council 78%
English UK 89%

Accet 22%
CEA 0%

Eaquals 33%
Ialc 22%
International House
World Organisation 33%
Quality English 33%
Tandem 22%

Market growth
In a complete turnaround from 2010 when the language and education travel market experienced a double-digit decrease in bookings (see Study Travel Magazine April 2011, pages 28-29), the majority of advisory centres that took part in this issue’s Mexico survey reported robust growth in 2011. Of the 11 advisors that took part in our survey, just over 80 per cent reported a hike in bookings in 2011 of between five and 214 per cent. Only two advisors declared a drop in enrolments, of between five and 100 per cent (this huge decrease was owing to the fact that the advisor had not been able to conduct a full-time business owing to personal circumstances). Overall, the bookings in the outbound Mexican language and education market skyrocketed by 51.6 per cent last year.

Language and destination trends
Once again Canada topped the league table of most popular destinations, with four advisory centres sending over 90 per cent of clients to this country alone. Overall, Canada creamed off 56 per cent of bookings, followed at some distance by the UK with 24 per cent, then the USA with 10 per cent and Ireland with six per cent. As reflected in the fact that, within the top destinations table, the first four locations are English-speaking countries, it follows that the lion’s share of bookings from Mexican advisory centres were for English programmes, with the only other language of any note being French, which accounted for two per cent of bookings.

Student and course trends
The advisory centres that took part in this issue’s survey generated a considerable amount of their business from mainstream education enrolments. When we asked what sort of programmes their clients requested, our respondents indicated that overall higher education and secondary school placements accounted for a combined 39 per cent of business, compared with 25 per cent in our last survey. This is also reflected in their clients’ motivations for taking an education course overseas: learning for further studies overseas and for further studies at home accounted for the reason why a combined 66 per cent of students chose to enrol on a course in another country. In 2010 the main driver for taking a course was for future work (40 per cent), which this year accounted for only 17 per cent of students’ reasons for taking a language travel trip.

Advisor business
Reputation plays a major role in client recruitment for Mexican advisory centres, with word-of-mouth recommendations attributed with attracting around 54 per cent of clients overall, followed by websites with 10 per cent. The advisory centres that took part in this year’s survey represented between one and 90 schools in between one and 10 countries. They sourced new education partners mainly through agent workshops with the Internet being the second most important tool for finding new partners.

Looking ahead
Mexican advisory centres remain positive in their outlook for 2012, with several respondents forecasting growth of up to 50 per cent in the coming year. One advisor said they would achieve their target of a 20 per cent increase by expanding their offices to more cities throughout Mexico

Economic overview

• Mexico’s economic growth has been decelerating in recent years because of the global economic slowdown. The country grew 5.4 per cent in 2010 and Mexico’s government expects GDP to have grown by four per cent in comparison with the previous year.

• Mexico, Latin America’s second-largest economy, has been affected by lower sales to the USA, which buys around 84 per cent of its exports.

• Industrial output outstripped expectations in December 2011 thanks to the solid performance of manufacturing. The 2011 performance was mainly the result of three sectors: electricity, water and gas, which grew 5.5 per cent; manufacturing, which expanded 5.1 per cent; and construction, which increased by 4.8 per cent.

• Despite the fact that investment growth appears to have eased, possibly a reflection of falling business confidence in global economic growth prospects, retail sales in November 2011 grew.

Sources: fxstreet.com; Bloomberg.com; ft.com

Mexican advisory study centres named a range of study programmes they work with, including, in Canada: English School of Canada, Toronto, ON; ILAC, various; ILSC, various; King George International College, various; LSC Language Studies Canada, various; Lakefield College School, Lakefield, ON; Nova Scotia International Student Program, Truro, NS; New Brunswick International Student Program, Moncton, NB; School District #48, Squamish, BC; University of Toronto, Toronto, ON; Upper Madison College, Toronto, ON. In France: French in Normandy, Rouen. In New Zealand: Avondale College, Avondale; Edenz College, Auckland. In the UK: London School of Business and Finance, London; Royal Holloway University of London, London; University of Dundee, Dundee; University of Essex, Essex; Glyndwr University, Wrexham. In the USA: Baylor University, Waco, TX; ELS, various; Lyndon Institute, Lyndon, VT. International: EC; Embassy CES; Kaplan International Colleges; Language Studies International.

Thank you to the following advisory study centres for taking part in this survey: AD Astra International; Asesoria Cultural Internacional; Enjoy Languages; Only Canada Mexico; Interlag Educativo; MEGA-Tu Experiencia Educativa; Mexlinks; VETE Education and Travel; Viajes Costa de Marfil; Viajes Esvi; Universo Educativo.

Contact any advertiser in the this issue now

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






English Australia  
Feltom Malta  
CERAN Lingua International  
Study Gold Coast  
English in Chester  

Sara's New York Homestay LLC  

Access Macquarie Limited  
Bond University  
English Australia  
ILSC Australia  
Impact English College  
International House Sydney
Language Studies International  
Study Gold Coast  
University of Newcastle Language Centre  
University of New South Wales  

CERAN Lingua International  

Bics (Business & Intl Communication School)  
GTMI Global Tailor Made Idiomas  

ILSC Education Group  

iMandarin Language Training Institute  
Mandarin House  

Tandem Santiago  
Latin Immersion  

Cambridge Education Group  
Camp Beaumont  
CES - Centre of English Studies  
Country Cousins  
Explore English Language Ltd  
Heart of England Language School  
International House London  
Kaplan International Colleges  
Living Learning English  
London School of Business & Finance  
London School of English  
Malvern House College London  
Queen Ethelburga's College  
St Giles International  
University of East Anglia  
University of Essex - International Academy  

Alphe Conferences  
Quality English  

Camidge Esol  
City and Guildsanch Office in Europe  
TOEFL Educational Testing Service  

Home Language International  

Dr. Walter GmbH  
Gibbs Denley  

A Door To Italy  
Italian in Tuscany  
Italiano Porticando  
Lingua Ś  
Piccola Universita Italiana  
Scuola Verde L'Olmo (Academy Olmo)  

EC English Language Centre  
ETI Malta  

Universidad de Guadalajara  

EAC Language Centres and Activity Camps  

STM Star Awards  

Xul Comunicación Social  

EF International Language Centers  

Malta Tourism Authority  
Study Gold Coast  

Brown University  
Centenary College  
ELS Language Centers  
St Giles International
Zoni Language Centers  

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