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August 2005 issue

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

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Status: USA 2004

The Status survey is a venture by Language Travel Magazine, which gathers specific market data about all of the main language teaching markets in the world. For the first time, it is possible to compare world market statistics. 

If you would like to see the complete breakdown of data, including marketing spend per region and marketing budget analysis, and you are an agent (or a school that has completed or intends to complete the Status survey), please send us an email containing 'Status survey web address' in the subject heading. We will then forward the web address to you.

Key points
No. of participating organisations in the USA survey: 25

Total no. of students at the organisations in 2004: 17,754

Total no. of student weeks in 2004, estimated: 259,208

Overall average length of stay in weeks: 14.6

Average cost of a one-month course, excluding accommodation: US$1,044

Average cost of residential accommodation per week: US$199

Average cost of host family accommodation per week: US$181

Average commission paid on a language course: 15 per cent (from 0 to 24)

One institution paid commission on accommodation (of 5 per cent)

For currency conversion rate, see page 7.


Means of recruiting students in USA, 2004 Intensity of study (hours studied per week)
Agents 35%
Other means 33%
Internet 18%
Local bookings 14%
From 8 to 75
Overall average = 22.5

Top student nationalities in Spain by student weeks, 20034
Japanese 22.2%
Korean 18.7%
Taiwanese 8.7%
Chinese 5.1%
Brazilian 4.2%
Turkish 3.6%
Italian 3.4%
Swiss 3.3%
Spanish 2.9%
Colombian 2.3%

Student numbers by age range
8-11, 0.5%
12-15, 1%
16-18, 11%
19-24, 49%
25-30, 26%
31-50, 11%
51+, 1.5%

Observations
The proportion of bookings at US language schools made via agencies is similar to last year's survey, with a 2% rise from 33% last year to 35% (see LTM, Oct 2004, page 44). This is low compared with other countries, such as Australia, where agent bookings make up 65% of total enrollments.

Tuition costs went up year on year from US$864 to US$1044, while accommodation costs remained similar.

The average length of stay rose slightly from 11.6 weeks to 14.6 weeks.

Average commission, at 15 per cent, is also lower than some other countries where 20% is more typical.

Japanese and Korean students remain the most important for US schools but their share dropped slightly, compared with last year, while Chinese, Brazilian, Turkish and Colombian students were more numerous this year.



Thank you to the following institutions for taking part in our Status survey:
American English Language Programs Inc, Boston, MA; California State University, Los Angeles, CA; California State University, San Bernardino International Extension Programs, San Bernardino, CA; Concordia College, Bronxville, NY; Embassy CES (USA), various; English Language Center, Boston, MA; Fulton-Montgomery Community College State University of New York, Johnstown, NY; Hawaii Community College IEP, Hilo, HI; Intercultural Communications Colllege, Honolulu, HI; Internexus, Salt Lake City, UT; The New England School of English, Cambridge, MA; Maryville College Center for English Language Learning, Maryville, TN; North Dakota State University International Programs, Fargo, ND; North Seattle Community College, Seattle, WA; Oregon State University English Language Institute, Corvallis, OR; The Olin Center, Boston, MA; Snow College, various, UT; St Giles International, San Francisco, CA; Talk International, Fort Lauderdale, FL; TLA (The Language Academy), Fort Lauderdale, FL; University of California Extension, Santa Cruz, CA; University of Denver English Language Center, Denver, CO; University of Nebraska-Kearney English Language Institute, Kearney, NE; University of Northern Iowa, Cedar Falls, IA; University of Pennsylvania English Language Programs, Philadelphia, PA.
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