August 2006 issue

Travel News
Agency News
Agency Survey
Special Report
Market Report
Course Guide
Spotlight - Germany
Spotlight - Italy
Regional Focus

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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%
Workshops 16%
Other 2%

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

Capls 80%
CLC 50%

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

MEI~Relsa 70%
IEAI 30%

Asils 10%
Italian in Italy 0%

Feltom 30%

New Zealand
Ed. NZ 60%
English NZ 60%

Aeple 0%

Fedele 20%

ABLS 30%
English UK 70%
British Council 100%

Eaquals 20%

Accet 60%
CEA 40%

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.




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

Trinity College

AVI International

Malta Tourism

Work Experience UK

English Australia
CEC Network
IHWO Workshop

English Australia
IH Sydney
University of
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Académie des
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Humber College
IH Vancouver
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inlingua Vancouver
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Intrax English
KTC Language
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Malaspina University
Modus Language
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Richmond School
      District # 38
Saint Mary's
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Stewart College of
University Canada
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      Community College
Vancouver English
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Vanwest College
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Mandarin House

Quito S.I. Spanish

Anglolang Academy
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Aspect (Australia,
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Beet Language
Bell International
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Eckersley School of
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English Studio
Excel English
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Frances King School
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Home Language
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IH Newcastle
International House
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      Republic, Egypt,
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Lake School of
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Languages Out
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Oxford Intensive
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Quality English
Queen Ethelburga's
Shane Global
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St Giles College,
St Giles Colleges
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Study Group
      (Australia, Canada,
      England, France,
      Germany, Ireland,
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      Study Centre
University of Sussex
Wayfarer School of
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West London
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Wimbledon School
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Work Experience UK

BLS - Bordeaux
      Language Studies
EICAR- Paris
      International Film
Institut Linguistique
IH Nice

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      (England, Germany)
inlingua Berlin
IH Berlin - Prolog
Lichtenberg Kolleg

American College
ATC Language &
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      Centre International
DCU Language
Dublin School of
Emerald Cultural
English Language
High Schools
      (England, Australia,
      Canada, Ireland,
Linguaviva Centre
Swan Training

IH - Palermo
IH Team Lingue -

EC - English
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English Language
IH- Malta-Gozo
Malta Tourism
NSTS (Head Office)

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Education New
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IH Lisbon

Liden & Denz
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      Ireland, Scotland,
KBS - Kelvin
      Business School
Live Language

Cape Studies -
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Eurocentres Cape
Good Hope Studies
inlingua Language
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Shane Global
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Asociación Gallega
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      Español - AGAES
Colegio de Español
      La Janda
      - IH La Janda
¿? don Quijote
Enforex Spanish in
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Escuela de Español
      la Brisa S.L.
Escuela de Idiomas
      Mediterráneo Sol s.l.
IH Córdoba
IH San Sebastian -
IH Sevilla - CLIC
Kingsbrook -
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OLE - Español en
Pamplona Learning
      Spanish Institute

Academia Sprach-
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EF Language
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      (Australia, Canada,
      England, France,
      Germany, Italy,
      Japan, New
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IH Montevideo

Academia Language
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Boston School of
ELS Language
Hun School of
IH Portland
Kaplan Educational
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Oak International
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