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August 2006 issue

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

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Korea doing well

Business in the last year has been pretty steadfast in Korea, with nearly all agencies recording a growth in bookings. Prognosis for the future is more mixed, however, as agencies acknowledge an uncertain economic outlook as well as intense competition in the marketplace.

Key points
The total number of students placed by the agencies in our survey was 16,742

Average business growth was 16.6 per cent

The average length of stay was 18 weeks

The USA remained the most popular destination for Korean students

Australia and the Philippines have increased in popularity as study destinations

Sixty-one per cent of agency clients requested host family accommodation

Finding new school partners via Language Travel Magazine and Education Travel Magazine remains popular

In the last 12 months, agencies worked with an average of 169 schools worldwide

Top destinations Most popular courses
1. USA 39%
2. UK 17%
3. Canada 16%
4. Australia 11%
5. Philippines 7%
6. Japan 3%
6. Ireland 3%
8. New Zealand 2%
9. Other 2%
1. General 36%
2. Intensive 32%
3. Academic prep. 15%
4. Foundation 4%
5. Junior 3%
5. Summer vacation 3%
5. Lang + work. 3%
5. Business lang. 3%
Other 1%

Reasons for language travel Top languages
1. Studies overseas 40%
2. Future work 37%
3. Studies at home 9%
4. Current work 8%
5. Pleasure 3%
5. Other 3%
1. English 90%
2. Japanese 6.5%
3. Chinese 1%
4. Spanish 1%
Other 1%

How do agencies recruit students?

How do agencies find new schools to represent?
Word of mouth 39%
Website 26%
Seminars to students 9%
Mail shots 5%
Advertising in press 4%
Other 16%

Fairs/expos 26%
Internet 25%
LTM/ETM 17%
Workshops 16%
Other 2%

Percentage of agents who recognised each of the following organisations
Australia
Acpet 40%
English Australia 70%

Canada
Capls 80%
CLC 50%

France
Souffle 10%
L'Office 0%
Unosel 0%
FLE 0%

Ireland
MEI~Relsa 70%
IEAI 30%

Italy
Asils 10%
Italian in Italy 0%

Malta
Feltom 30%

New Zealand
Ed. NZ 60%
English NZ 60%

Portugal
Aeple 0%

Spain
Fedele 20%

UK
ABLS 30%
English UK 70%
British Council 100%

Europe
Eaquals 20%

USA
AAIEP 60%
Accet 60%
CEA 40%
UCIEP 70%

International
Ialc 50%
Quality English 30%



Market growth
Korean agents reported a largely positive performance last year, with all but one of the 11 agencies that took part in this survey indicating a positive growth in business, year on year. One new agency reported business growth of 50 per cent but the rest all indicated more modest rises of between eight and 20 per cent, with an overall average of 18 per cent growth. The agency who reported no change in business year on year said that competition among agencies was tough and the Internet also widened the choices presented to students.

Language and destination trends
The USA remains the most popular destination for Korean students and this country increased its market share on last year from 34 per cent to 39 per cent. The UK, Canada and Australia remained in the same respective positions of second, third and fourth most requested, while in fifth position, the Philippines increased its popularity as a language travel destination. English remained the most requested language (by 90 per cent of clients), followed by Japanese again, and then Chinese and Spanish. However, requests for German were not noted this year although German notched up one per cent demand last year (see Language Travel Magazine, August 2005, pages 16-17).

Student and course trends
General and intensive courses continued to account for around two-thirds of the courses booked for agency clients, despite the academic motivations of many Korean students. Indeed, 40 per cent were reported to be studying a language to aid their further studies overseas and nine per cent to help their studies at home. However, 37 per cent were learning a language to aid their future work prospects. Only three per cent of clients were said to be studying for pleasure, as opposed to 12 per cent in Switzerland, for example (see Language Travel Magazine, June 2005, pages 14-15).

Agency business
The most popular route for finding new partners remained attending fairs and expos, followed by the Internet this year – in second position for the first time (up from 11 per cent to 25 per cent). In third position was Language Travel Magazine and Education Travel Magazine and then workshops. When it comes to recruiting students, word-of-mouth recommendation was the most useful method employed, with an agency';s website in second position, attracting just over one-quarter of clients on average. Agencies worked in the last 12 months with an average of 169 different institutions around the world.

Looking ahead
There is mixed opinion about what the rest of the year and beyond will bring. One agency pointed out that demand for academic preparation programmes will continue to rise as basic English skills are increasingly learnt at a younger age, with more short-term junior camps now available in Korea. Some agencies felt a slowdown in the economy might put the brake on bookings, or that competition in the marketplace would mean steady business at best. Other agencies, particularly those with marketing plans and ideas to improve their website, were confident about the future.


Economic outlook

South Korea';s economy grew by 1.3% in the first quarter of 2006, out-performing expecta- tions as consumer spending increased and exports reached a record high. However, econo- mists believe that growth may slow during the rest of the year, given that the value of the won is rising, impacting on export earnings.

However, the government forecasts that the economy in South Korea will grow by 5% overall this year and the IMF has revised its forecast from 5% to 5.5%.

Consumer spending has been rebounding since a two-year slump in 2003 and 2004.

Sources: Bloomberg/Wall Street Journal.


Korean agents named a range of language programmes they work with, including, in Australia: IH Cairns, Cairns; Sydney English Language Centre, Sydney. In Canada: Confederation College, Thunder Bay, ONT; Pacific Gateway International College, Vancouver, BC; Western Town College, Toronto, ONT. In Ireland: American College Dublin; Dublin; Language Centre of Ireland, Dublin. In the Philippines: C21, Manila. In the USA: Concordia College, New York, NY; EF, various; ELS, various; Kaplan, Los Angeles, CA; Lakeland College, Mattoon, IL; Rennert Bilingual, New York, NY; Saginaw Valley State University, MI; Thornton Donovan School, New York, NY; University of California Consortium, CA; University of Findlay, Findlay, OH. In the UK: Anglo-Continental School of English, Bournemouth; Bell, various; British Study Centres, various; Henley College, Coventry; St Giles, Brighton; Sussex Downs College, Lewes. Worldwide: Embassy CES; Eurocentres; Geos.

Thank you to the following agencies for taking part in our survey: CampusOK, Doori Institute, iAE Edu Net Eduhouse, KAMC, Language Bank, Overseas Education and Culture Centre of Korea, Paran Uhak Agency, People Loving Education, Top Educational Counselling House, Uhak.com, UhakFocus.

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


ACQUISITIONS
ELT Acquisitions

AGENTS
EduQuality.net

ASSOCIATIONS
/GROUPS
Asociación Gallega
      de Escuelas de
      Español - (Spain)
Brighton & Hove
      Group (UK)
Capls - Canadian
      Association of
      Private Language
      Schools
CLC - Canada
      Language Council
Education New
      Zealand Trust
Eltasa (South Africa)
English Australia
Feltom (Malta)
Ialc (International)
MEI~Relsa (Ireland)
OLE - Español en
      Andalucía (Spain)
Quality English
      (International)

EXAMINATION BOARDS
Trinity College
      London

INSURANCE
AVI International

TOURIST BOARDS
Malta Tourism
      Authority

WORK PLACEMENT COMPANIES
LAF
Work Experience UK

WORKSHOPS/EXPOS
English Australia
      Workshop
CEC Network
IHWO Workshop

AUSTRALIA
English Australia
IH Sydney
University of
      Western Australia

CANADA
Académie des
      Langues de Trois-
      Pistoles
Access International
Algonquin College
      Ottawa
Archer Education
      Group
Bodwell College
Capls - Canadian
      Association of
      Private Language
      Schools
CLC - Canada
      Language Council
Carleton University
      Centre for Applied
      Language Studies
College of New
      Caledonia
Conestoga College
CSLI
East Coast School
      of Languages
ELS Language
      Centers
English Language
      Training College
Global Village
      (Australia, Canada,
      USA)
Humber College
IH Vancouver
ILAC - International
      Language Academy
      of Canada
inlingua Vancouver
International
      Language Schools
      of Canada
Intrax English
      Institute
KTC Language
      Centre
Language Studies
      Canada
Lethbridge
      Community College
Malaspina University
      College
Modus Language
      Institute
Mount Royal College
National School of
      Languages
Pacific Language
      Institute
Pacific-Global
      Language Centre
Richmond School
      District # 38
Saint Mary's
      University
Selkirk College
Stewart College of
      Languages
University Canada
      West
University of Calgary
University of Guelph
Vancouver
      Community College
      International
      Education
Vancouver English
      Centre
Vancouver YMCA
      International
      College
Vanwest College
Worldwide
      Language Institute
YMCA Greater
      Montreal
      International
      Language School

CHINA
Mandarin House

ECUADOR
Quito S.I. Spanish
      Institute

ENGLAND
Anglolang Academy
      of English

Aspect (Australia,
      Canada, England,
      France, Germany,
      Ireland, Malta, New
      Zealand, Scotland,
      South Africa, Spain,
      USA)
Beet Language
      Centre
Bell International
      (Malta, UK)
Berlitz Language
      Centres: Oxford,
      Edinburgh, Bristol,
      Birmingham
Bristol Language
      Centre
Cambridge Academy
      of English
Camp Beaumont
Churchill House
Cicero Languages
      International
College for
      International
      Education
Eastbourne School
      of English
EC Brighton
Eckersley School of
      English
English Centre at
      Hampstead Garden
      Suburb Institute
English Language
      Centre Brighton &
      Hove
English Studio
Excel English
      Language School
Frances King School
      of English
Home Language
      International
      (Argentina,
      Australia, Austria,
      Brazil, Canada,
      Chile, China,
      Czech Republic,
      Denmark, Egypt,
      Finland, France,
      Germany, Holland,
      Hungary, Ireland,
      Italy, Japan, Malta,
      NZ, Norway, Poland,
      Portugal, Russia,
      Spain, Sweden,
      Switzerland, UK,
      USA, Venezuela)
IH Newcastle
International House
      World Organisation
      (Argentina,
      Australia, Canada,
      China, Cuba, Czech
      Republic, Egypt,
      England, France,
      Germany, Hungary,
      Ireland, Italy, Latvia,
      Lithuania, Malaysia,
      Malta, Mexico, New
      Zealand, Poland,
      Portugal, Russia,
      Saudi Arabia,
      South Africa, Spain,
      Switzerland, Turkey,
      UK, Uruguay, USA)
InTuition Languages
      (Australia, France,
      Germany, Ireland,
      Italy, South America,
      Spain, UK, USA)
LAF
Lake School of
      English
LAL Language and
      Leisure (England,
      Malta, South Africa,
      USA)
Languages Out
      There (England,
      Germany, Ireland,
      Italy, Spain)
Liverpool School of
      English
London School of
      English
Malvern House
Mountlands
      Language School
Oxford Intensive
      School of English
      (Australia, England,
      France, Germany,
      Spain, USA)
Quality English
Queen Ethelburga's
      College
Shane Global
      Language Centres
      (England, New
      Zealand,
      South Africa)
St Giles College,
      Brighton
St Giles Colleges
      (UK, USA)
Study Group
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa,
      Spain, USA)
Taunton
      International
      Study Centre
University of Sussex
Wayfarer School of
      English (Oxford)
West London
      Business College
Wimbledon School
      of English
Work Experience UK

FRANCE
Accord
BLS - Bordeaux
      Language Studies
EICAR- Paris
      International Film
      School
Institut Linguistique
      Adenet
IH Nice

GERMANY
Carl Duisberg
      Centren
      (England, Germany)
inlingua Berlin
IH Berlin - Prolog
Lichtenberg Kolleg
      E.V.

IRELAND
American College
      Dublin
ATC Language &
      Travel
Cork Language
      Centre International
DCU Language
      Services
Dublin School of
      English
Emerald Cultural
      Institute
English Language
      Institute
High Schools
      International
      (England, Australia,
      Canada, Ireland,
      USA)
Linguaviva Centre
MEI~Relsa
Swan Training
      Institute


ITALY
IH - Palermo
IH Team Lingue -
      Lecco-Merate

MALTA
EC - English
      Language Centres
      (England, Malta)
English Language
      Academy
Feltom
IH- Malta-Gozo
Linguatime
Malta Tourism
      Authority
NSTS (Head Office)

NEW ZEALAND
Auckland English
      Academy
Education New
      Zealand Trust
Languages
      International
Rotorua English
      Language Academy

POLAND
York School

PORTUGAL
IH Lisbon

RUSSIA
Liden & Denz
      Language Centre

SCOTLAND
EAC Language
      Centres and Activity
      Camps (England,
      Ireland, Scotland,
      Wales)
KBS - Kelvin
      Business School
Live Language

SOUTH AFRICA
Cape Studies -
      Pacific Gateway
      Study Group
Eltasa
Eurocentres Cape
      Town
Good Hope Studies
inlingua Language
      Training Centre
      Cape Town
Interlink School of
      Languages
LAL Cape Town
LAL Durban
Shane Global
      Language Centres -
      Cape Town

SPAIN
Asociación Gallega
      de Escuelas de
      Español - AGAES
Colegio de Español
      La Janda
      - IH La Janda
¿? don Quijote
Enforex Spanish in
      the Spanish World
Escuela de Español
      la Brisa S.L.
Escuela de Idiomas
      Nerja
Escuela
      Internacional
Hispalengua
Instituto
      Mediterráneo Sol s.l.
IH Córdoba
IH San Sebastian -
      Lacunza
IH Sevilla - CLIC
Kingsbrook -
      Spanish for
      Foreigners
Malaca Instituto -
      Club Hispánico SL
OLE - Español en
      Andalucía
Pamplona Learning
      Spanish Institute

SWITZERLAND
Academia Sprach-
      und Lernzentrum.
EF Language
      Colleges Ltd
      (Australia, Canada,
      China, Ecuador,
      England, France,
      Germany, Ireland,
      Italy, Malta, New
      Zealand, Russia,
      Scotland, Spain,
      USA)
Eurocentres
      International
      (Australia, Canada,
      England, France,
      Germany, Italy,
      Japan, New
      Zealand, Russia,
      Spain, Switzerland,
      USA)

URUGUAY
IH Montevideo

USA
Academia Language
      School
American Language
      Communication
      Center
Boston School of
      Modern
      Languages
ELS Language
      Centers
Hun School of
      Princeton
IH Portland
Kaplan Educational
      Centers (Canada,
      England, USA)
Oak International
      (Ireland,
      Switzerland, USA)
University of
      California Riverside
University of
      California San Diego
University of
      California Santa
      Barbara
University of
      California Santa
      Cruz
Zoni Language
      Centers

WALES
CELTiC (Schools)
      Ltd