April 2013 issue

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

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Russia takes off

Business has been good in Russia, according to the 17 agencies that took part in this year’s Russian agency survey. The student market is traditionally quite young, with junior language courses and high school programmes high on the agenda.

Key points
The total number of students placed by the 17 agencies in our survey was 11,542

Individual agencies placed between 10 and 3,000 students on courses per year

Average business growth was 19.5 per cent in the last 12 months

The average length of stay for Russian students was 8.6 weeks

Overall, 47 per cent of Russian students preferred residential accommodation when studying overseas

The largest percentage of Russian students (40 per cent ) were studying for the purpose of further studies overseas

Language study is the largest sector of the study abroad market for Russian agencies (57.6 per cent)

Most popular course requests Average percentage of agency business by sector
1. General 23%
2. Intensive 16%
3.Summer vacation 14%
4. International Baccalaureate 12%
5. Junior 11%
6. University foundation 9%
7. Academic/exam prep. 5%
8. GCSE/A level 5%
9. Business 2%
10. Other 3%
1. Language programmes 57.6%
2. Higher education 21%

3. work and Travel 14%
4. Secondary education abroad 7%
5.Internships 0.3%
6.Volunteering 0.1%

Reasons for studying overseas Top destinations
1. Current work 46%
2. Future work 26%
3. Further studies at home 11%
4. Pleasure 4%
5. Other 13%
1. UK 43%
2. France 13%
3. USA 10%
4. Australia 9%
5. Germany 9%
6. Spain 3.5%
7. Italy 3.5%
8. Canada 3%
9. Ireland 1%
Other 5%

How do agents recruit students?
How do agencies find new schools to represent?
1. Website 31%
2. E/online marketing 13%
3. Seminars to students 12%
4. Mail shots 3.5%
5. Advertising in press 3%
6. Other 4%
1. B2B conferences 39%
2. Internet 34%
3. Language fairs and student expos 9%
4. STM 8%

5. Other press 1%
Other 9%

Percentage of agents who recognised each of the following organisations
Acpet 31%
English Australia 69%
NEAS 13%

Languages Canada 75%

Groupement FLE 31%
L’Office 19%
Souffle 31%
Unosel 13%

MEI 63%

Asils 13%
Italian in Italy 38%

Feltom 69%

New Zealand
English New Zealand 50%

Aeple 13%

South Africa
EduSA 13%

Fedele 50%

ABLS Accreditation 50%
English UK 94%
Accreditation UK (British
Council) 100%

Accet 38%
CEA 38%

Eaquals 31%
Ialc 56%
Quality English 81%
Tandem 13%
IHWO 50%

Market growth
With an average business increase of 19 per cent in the last 12 months, Russian agencies have little to complain about. Just one agency posted a decline in business while 13 others posted increases of between 10 and 80 per cent. One further agency said that business had stagnated. In our previous survey, average business growth was 23.7 per cent across the board, pointing to some significant years of growth (see STM, March 2012, page 26). Meanwhile, Russian students continued to seek longer courses, with average length of stay (8.6 weeks) mirroring the findings of our previous survey (8.7 weeks).

Language and destination trends
Eight agencies dealt with the UK for more than 50 per cent of their business and the USA beat the UK as the most popular destination at just one agency. This shows that the UK is firmly the destination of choice for the majority of Russian students despite language schools in other destinations trying hard to break into this student market. Canada was the second most popular destination overall for Russian students – a marked increase from last year when this destination accounted for just seven per cent of the student market. The most popular non-English speaking destinations for Russian students were Germany, Spain and France, accounting for just over one per cent of business respectively.

Student and course trends
General language courses were the most requested although a high percentage of students were also asking for junior programmes (11 per cent) and the International Baccalaureate (12 per cent). The popularity of summer vacation programmes has increased slightly since our last survey when this programme type was requested by 12 per cent of clients – compared with 14 per cent this year.
Agency business
A high proportion of Russian agents (14 out of 17) charged clients a handling fee when compared with results from STM agency surveys of other countries. Charges ranged from between US$100 and US$500. Russian agents like to work with a large number of schools in many countries, with each agency working with on average 87 schools in 13 countries. Of course, most agencies have a core business sending students to a small number of countries but it is interesting to note that of the 17 agencies that took part, none specialised in just one country and one claimed to have worked with schools in a total of 26 countries.

Looking ahead
All of the agencies who gave an opinion on the future were very positive about future growth. Some agencies pointed to a proactive marketing policy as likely to grow the business and several declared figures of between 20 and 30 per cent growth in 2013. One agency hoped to double the number of students and student weeks they dealt with over the next 12 months.

Economic overview

• Russia’s economy grew slower than many analysts predicted last year with GDP expanding by 3.4 per cent for the year – down from 4.3 per cent in 2011. Agricultural output shrank 3.8 per cent last year from a 16.09 per cent increase in 2011, after a drought destroyed crops, while natural resources production increased 0.9 per cent and construction rose by two per cent – compared with increases of 2.9 per cent and 4.5 per cent respectively in 2011.

• Russia is the world’s largest energy exporter and as prices for oil are forecast to stagnate in 2013 this could present a challenge for the country. Demand for commodities in Europe is also likely to decrease in 2013 due to the recession.

• Russia’s President, Vladimir Putin, is targeting steady growth of five per cent per year over the next five years. The government is also looking to foreign investment as a source for growth after signs that household consumption in Russia is stumbling.

Source: Bloomberg

Russian agents named a range of programmes they work with, including in Australia: Griffith University, Southport, QLD. In Canada: Ilac, Toronto, ON. In Ireland: ATC Language and Travel, Bray. In France: Alpha B, Nice; Lines, Paris. In Germany: Humboldt-Institut, Argenbuehl. In Italy: Istituto Europeo di Design, Rome. In Malta: English Language Academy, Sliema; European School of English, St Julian’s. In Switzerland: Glion Institute of Higher Education, Glion-sur-Montreux. In the UK: Anglo European School of English, Bournemouth; Babssco, various; British Study Centres, various; Central School of English, London; Dulwich College, London; Embassy CES, Brighton; Excel English, London; Frances King School of English, London; Hampstead School of English, London; International House, Edinburgh; Isis Group, various; Malvern House, London; Millfield, Street, Somerset; OISE, various; Regent, various; Skola, various; St Giles International, London. In the USA: ELS, various; TLA-The Language Academy, Ft Lauderdale, Florida. International: EC, EF, Kaplan, Kings Colleges, Navitas, OISE, Study Group, St Giles International.

Thank you to the following agencies for taking part in this survey: Brit Education and Travel; Carnival; Educa School of English; Incort Education Agency; Insight Lingua; Interbridge; International Education Club LLC; International Exchange Centre ‘Real Fun’; Litera Scripta Manet; Open World Education Group; Star Travel; Students International; Study Abroad Consulting Agency Freeway; Svetlana-S; Travel and Study Consulting; VSEVED; Zagrantour – Best Intergroup UK.

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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.






Sara's New York Homestay LLC  

English Australia  
Languages Canada / Langues Canada  
CAPS-I (The Canadian Association of Public Schools)_  

Camosun College  
Campbell River School District #72  
Central Okanagan International Education Public  
College of New Caledonia  
COMOX valley - School District 71  
East Coast School of Languages (ECSL)  
University of Quebec at Trois-Rivieres  
Ecole Quebec Monde  
Edmonton Public Schools  
Greater Victoria School District #61  
Hansa Language Centre of Toronto  
IH Pacific (Vancouver, Whistler, San Diego)  
Langley School District #35  
Peace Wapiti School Division  
Pembina Trails School Division  
St Giles Vancouver  
University of Victoria  
Waterloo Catholic District SB  
West Vancouver School District #45  

BLS English  
Berlitz Manchester  
Camp Beaumont  
Chichester College  
English Language Centre Brighton & Hove  
English 100  
English School (Northumbria) Ltd.  
GSM (Greenwich School of Management)  
Inlingua Manchester  
INTO University Partnerships  
Kaplan International Colleges  
Lexis London LTD  
Link School  
London School of Business & Finance  
Language Teaching Centres UK  
TUS Advertising  
St Giles International  
Trent College  
Waltham Forest College 

Cambridge Esol  
TOEFL Educational Testing Service  

Guard. Me  
Ingle International  

Centre of English Studies  
Travelling Languages - Think Ahead LTD  
Babylon Idiomas  

EF International Language Centers  

Malta Tourism Authority  

Besant Hill School  
California State University San Marcos  
ELS Language Centers  
FLS International  
Forest Ridge School of the Sacred Heart  
Glenholme School  
Global Language Institute  
ILSC - International Language Schools of Canada  
Intrax International Institute  
Saint John's University  
University of Delaware  
University of California San Diego  
University of West Florida  
Zoni Language Centers  

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