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August 2008 issue

Contents
News
Agency News
Agency Survey
Feedback
Market Report
Preview
Special Report
Course Guide
Spotlight
Destination
CityFocus
Status

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Status:
USA 2007

The Status survey is a venture by Language Travel Magazine that aims to gather specific market data about all of the main language teaching markets in the world. Through our initiative, it is now possible to compare world market statistics. 
 
If you would like to see the complete breakdown of data, please visit www.hothousemedia.com/statuszone/ltmstatus/latest.htm where this information is available. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.

Key points
• Number of participating organisations in the USA survey: 25
• Total number of students at the organisations in 2007:
46,230
• Total number of student weeks in 2007, estimated:
559,383
• Overall average length of stay in weeks:
12.1
• Average cost of a one-month course, excluding accommodation:
US$1,189
• Average cost of residential accommodation per week:
US$241
• Average cost of host family accommodation per week:
US$208
• Average commission paid on a language course:
18.5 per cent
Three institutions paid commission on accommodation (of between five and 10 per cent)

Means of recruiting students in the USA, 2007
Intensity of study (hours studied per week)
Agents 38%
Internet 19%
Local Bookings 19%
Other means 24
From 10 to 30
Overall average = 21

Total marketing spend by sector in %
Marketing budget by region (overall %)
Travel costs 22%
Agency costs 33%
Publicity costs 45%
Asia 47%
W Europe 15%
North America 13%
Latin America 11%
C&E Europe 6%
Australasia 5%
Middle East 2%
Africa 1%

Top student nationalities in the USA by student weeks, 2007
Korean 25.5%
Japanese 14.8%
Taiwanese 7%
Mexican 6.3%
Brazilian 6.2%
US 5.4%
Swiss 5.2%
Italian 4.1%
Spanish 3.3%
French 2.6%

Student numbers by age range
8-11, 0.5%
12-15, 3%
16-18, 17%
19-24, 46%
25-30, 25%
31-50, 8%
51+, 0.5%

Observations
• Eight more language schools in the USA participated in this month’s Status survey, compared with last year, and the number of students respresented by the schools increased from 12,473 in 2006 to 46,230 in 2007.

• Agency usage is gaining in strength in the US market, representing 38 per cent of the overall recruitment sector compared with 24 per cent in 2006. However, agency costs made up just 33 per cent of the sector’s total marketing spend, with more money

spent on publicity campaigns, up 11 percentage points to 45 per cent.

• Asia continues to dominate things in the nationality stakes, with Korea, Japan and Taiwan securing the top three positions. However, Saudi Arabia, accounting for 10.9 per cent of the student base in 2006, did not feature in the top 10 in this more recent survey. Interestingly, 5.4 per cent of the market share were in fact US students whose first language was not English.


Thank you to the following institutions for taking part in our Status survey: Academia Language School, Honolulu, HI; Arizona State University AECP, Tempe, AZ; Ball State University, Muncie, IN; Boston School of Modern Languages, Boston, MA; Brandon College, San Francisco, CA; California State University Long Beach ALI, Long Beach, CA; Boston University CELOP, Boston, MA; Central Washington University, UESL Program, Ellensburg, WA; Diablo Valley College IEC, Pleasant Hill, CA; El Paso Community College, El Paso, TX; Embassy CES, various; English for Internationals, Atlanta, GA; English Language Center, Boston and Los Angeles; Illinois State University ELI, Normal, IL; Intercultural Communications College, Honolulu, HI; International House, San Diego, CA; Intrax International Institute, San Francisco, CA; Maryville College, Maryville, TN; North Dakota State University, Fargo, ND; Rennert Bilingual, New York, NY; Selnate International School, Provo, UH; University of California, San Diego Extension International Programs, La Jolla, CA; University of California, Irvine Extension, Irvine, CA; University of Nevada IELC, Reno, NV; University of Pennsylvania ELP, Philadelphia, PA.

Status Survey statistics are based on figures supplied by a selection of individual schools. Not all survey respondents answered every question in the survey. Figures are, in some cases, rounded up or down to the nearest whole. All information is treated with the strictest confidence.


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
Hartmann Gallus
       Metzger Lauser  

AGENTS/CONSULTANTS
Answer English  
Boa Lingua  
ESL Language
      Studies Abroad  
Globo Study
      Sprachreisen  
Students
      International

ASSOCIATIONS/GROUPS
English Australia  
Fedele Spain  
Feltom Malta  
Ialc  
International House
      World Organisation  
MEI-Relsa Ireland  
Quality English Ltd.  

INSURANCE
Student Guard
      Insurance  

SERVICES
InTouch  
Your World on
      Monday  

TOURIST BOARDS
Malta Tourism
      Authority  

WORK EXPERIENCE
English Bay College  
International House
      Sevilla - Clic  
Kaplan Aspect
      Opus Programme
Professionals UK  
Twin Group  

WORKSHOPS/EXPOS
Alphe Conferences  
Fedele Spain  
MEI-Relsa Ireland  
WYSTC  

AUSTRALIA
English Language
      Company  
Langports English
      Language College  
NAVITAS
      (Australia, Canada,
      UK)

CANADA
Centre Linguista
      Canada  
English Bay
      College
Greater Saskatoon
      Catholic Schools  
Hansa Language
      Centre  
IH Toronto  
IH Vancouver  
ILAC - International
      Language Academy
      of Canada  
ITTTI Vancouver  
Language Studies
      International  
Tamwood
      International
      College
University of
      Toronto  

CHINA
Mandarin House  

EGYPT
ILI International
      House - IH Cairo  

ENGLAND
Cambridge
      Education Group  
Eastbourne School
      of English  
Frances King
      School of English  
Hampstead School
      of English  
International House
      World Organisation  
      (Canada, France,
      Germany, Spain,
      Uruguay)
InTuition
      Languages
      (Australia, France,
      Germany, Ireland,
      Italy, South
      America,Spain,
      UK, USA)
IP International
      Projects GmbH  
      (England, France,
      Germany, Spain)
Kaplan Aspect  
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South
      Africa, UK, USA)
LAL Language
      Centres
      (England, South
      Africa,USA)
Language in London
Malvern House
      College London  
Millfield School  
Queen Ethelburga's
      College  
St Clare's Oxford  
St Giles Colleges  
      (Canada, UK,
      USA)
Study Group  
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,
      USA)
Twin Group  
United International
      College  

FRANCE
French in Normandy
IH Nice  
Institut Linguistique
      Adenet  

GERMANY
BWS Germanlingua
Carl Duisberg
       Medien GmbH  
      (England, Germany)
F+U Academy  
      (Austria, Germany,
      Russia)
International House
      Berlin - Prolog  

IRELAND
Centre of English
      Studies  

ITALY
Babilonia  
Dilit - International
      House  

JAPAN
Kai Japanese
      Language School  

MALTA
EC English
      Language Centre  
Linguatime  
Melita Language
      School 

NEW ZEALAND
Languages
      International
Unique New
       Zealand Education  

PORTUGAL
Cial - Centro de
      Linguas  

SOUTH AFRICA
Cape Studies  
Good Hope Studies  

SPAIN
Babylon Idiomas  
      (Austria, Germany,
      Russia)
ESADE Executive
      Language Centre  
Escuela de Idiomas
      Nerja  
International House
      San Sebastian  
International House
      Sevilla - Clic  
Malaca Instituto -
      Club Hispanico SL  
Pamplona Learning
      Spanish Institute  

SWITZERLAND
EF Language
      Colleges Ltd 
      (Australia, Canada,
      China, Ecuador,
      France,Germany,
      Ireland, Italy, Malta,
      New Zealand,
      Russia, Spain,
      UK, USA)
ESL Ecole Suisses
      de Langues  

USA
ALCC - American
      Language &
      Communication
      Center 

ELS  
      (Canada, China,
      Egypt, Indonesia,
      Japan, Korea, Kuwait,
      Malaysia, Oman,
      Panama, Qatar,
      Saudi Arabia, UAE,
      USA)
Global Immersions
      Inc
TLA - The Language  
      Academy  
University of
      California Riverside  
Zoni Language
      Centers  
      (Canada, USA)

URUGUAY
IH Montevideo  

VENEZUELA
Jakera Adventure
      Venezuela  

WALES
University of
      Wales Aberystwyth