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August 2009 issue

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

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Status:
USA 2008

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 click here. 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: 22
• Total number of students at the organisations in 2008:
20,089
• Total number of student weeks in 2008, estimated:
301,335
• Overall average length of stay in weeks:
15
• Average cost of a one-month course, excluding accommodation:
US$1,250
• Average cost of residential accommodation per week:
US$259
• Average cost of host family accommodation per week:
US$249
• Average commission paid on a language course:
14
• None of the institutions profiled paid commission on accommodation


Means of recruiting students in the USA 2008 Intensity of study (hours studied per week)

Agents 41%
Local bookings 16%
Internet 16%
Other means 27%

From10 to 30 hours per week

Average = 20 hours


Total marketing spend by sector in %
Marketing budget by region (overall %)

Agency costs 21%
Travel costs 19%
Publicity costs 60%

Asia 47%
North America 16.5%
Latin America 13%

W Europe 11%
C&E Europe 6.5%
Middle East 5%
Africa 1%


Top student nationalities in the USA by student weeks, 2008

1. Korean 23%
2. Japanese 13%
3. Italian 6%
3. Taiwanese 6%
3. Chinese 6%

6. Swiss 5%
6. Saudi Arabian 5%
8. Spanish 4%
8. French 4%
8. German 4%


Student numbers by age range

8-11        1%
12-15      6%
16-18      28%
19-24      39%

25-30      16%
30-50      7%
50+          3%

Observations
• Italian students broke up the Asian contingent this year by stealing into third position with a six per cent share of the nationality mix. However, Koreans (with 23 per cent) and Japanese (with 13 per cent) continune to dominate the proceedings.

• The average cost of a one-month course had risen only very slightly since our previous Status survey of the USA, from US$1,189 to US$1,250. There were three fewer institutions polled in this year’s survey, compared with our previous report.

• Surveyed schools reported that a majority of their marketing budget was spent on agency commission (18 per cent) and agent magazines (17 per cent) this year, while 47 per cent of all marketing campaigns were conducted in Asia, followed by North America with 16.5 per cent and 13 per cent on the Latin American market.

• Average length of stay increased from 12.1 weeks to 15 weeks in 2008.


Thank you to the following institutions for taking part in our Status survey: Avila University, Kansas City, MO; California State University, American Language and Culture Institute, San Marcos, CA; Western Michigan University (CELCIS), Kalamazoo, MI; Central Washington University, Ellensburg, WA; EC Boston, MA; EC San Diego, CA; Eastern Mennonite University, Harrisonburg, VA; English for Internationals, Roswell, GA; English Language Center, Boston, MA; English Language Center, Los Angeles, CA; English Language Institute, San Francisco, CA; The Hun School of Princeton, Princeton, NJ; Rennert, New York, NY; The Language Academy, Fort Lauderdale, FL; University at Albany, Albany, NY; University of California San Diego, La Jolla, CA; University of Kansas Applied English Center, Lawrence, KS; University of Washington, Seattle, WA; Utah State University, Intensive English Language Institute, Logan, UT; San Diego State University, San Diego, CA; University of Illinois at Urbana-Champaign, Urbana, IL; Syracuse University ELI, Syracuse, NY; California State University Bakersfield, Bakersfield, CA; Texas A & M International University, Laredo, TX.

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


ASSOCIATIONS /
GROUPS
English Australia  
Feltom Malta  
IALC International  
Languages Canada /
      Langues Canada  
Perth Education City
Quality English  
WYSE Travel
      Confederation  

EDUCATION CONSULTANTS
Boa Lingua  
Central de
       Intercambio - CI  
ESL-Language
      Studies Abroad  

EVENTS
English Australia  
IEFT- International
      Education Fairs of
      Turkey  
LTM Star Awards  
Quality English  
WYSE Travel
      Confederation  

EXAM BOARDS
IELTS  

INSURANCE
Student Guard
      Insurance  

SERVICES
InTouch  
LTM Digital  

TOURIST BOARDS
Malta Tourism
      Authority  
Perth Education City

WORK EXPERIENCE
Engliah Bay College
LAF  
ONECO - the
      training agency  
Professionals UK 

AUSTRALIA
English Australia  
English Language
      Company  
Perth Education City

CANADA
Bodwell College  
Canadian &
      International
      Student Services  
      (Canada, Ireland)
English Bay College
Hansa Language
      Centre of Toronto  
ILAC - International
      Language Academy
      of Canada  
ILSC - International
      Language Schools
      of Canada  
ITTTI Vancouver
Languages Canada /
      Langues Canada  
Ottawa International
      Student
      Programmes
      (OISP)
Thompson Rivers
      University  

ENGLAND
Beet Language
      Centre  
Bell International 
      (Malta, UK) 
British Study
      Centres  
EAC Language
      Centres and
      Activity Camps.
      (England, Ireland,
      Scotland, Wales)
Embassy CES  
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy,New Zealand,
      South Africa, Spain,
      USA)
IALC International
IELTS  
Kaplan Aspect  
      (Australia, Canada,
      Ireland, Malta,
      New Zealand,
      South Africa,
      UK, USA)
LAF  
LAL Language
       and Leisure  
      (Canada, Cyprus,
      Ireland, England,
      South Africa, Spain,
      Switzerland, USA)
Mountlands
      Language School  
Professionals UK 
Quality English  
Shakespeare
      College  
St Giles Colleges
      (Canada, UK, USA)
Studio School of
      English  
Study Group  
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy,New Zealand,
      South Africa, Spain,
      USA)
Queen Ethelburga's
      College  
Twin Group  
       (Ireland, UK)
University of
       Essex - International
       Academy  

FRANCE
France Langue  
French in
      Normandy  

GERMANY
BWS
      Germanlingua  
GLS
      Sprachenzentrum  
International House
      Berlin - Prolog  
IP International
      Projects GmbH  
      (England, France,
      Germany, Spain)

IRELAND
Atlantic Language
      Galway  
Centre of English
      Studies  

ITALY
Babilonia  
IH Milano  

JAPAN
Kai Japanese
      Language School  
Kudan Institute of
      Language &
      Culture  

MALTA
Clubclass
      Residential
      Language School  
Feltom Malta  
Linguatime  
Malta Tourism
      Authority  

MONACO
Home Language
      International  

NEW ZEALAND
Languages
      International
      Christchurch  

SOUTH AFRICA
Cape Studies  
Good Hope Studies

SPAIN
Almeria Spanish
      School  
Escuela de
      Idiomas Nerja  
Malaca Instituto -
      Club Hispanico SL  
Malaga íSi!  
ONECO - the
       training agency  

SWITZERLAND
EF Language
      Colleges Ltd  
      (Australia, Canada,
      China, Costa Rica,
      Ecuador, France,
      Germany, Italy,
      Malta, New Zealand,
      Singapore,South
      Africa, Spain, USA)

TURKEY
IEFT- International
      Education Fairs
      of Turkey  

USA
Angelo State
      University  
California State
      University Long
      Beach  
Eastern Washington
      University  
Human International
      Academy  
San Diego State
      University  
St Timothy's School
University of
      California Riverside
University of
      California San
      Diego
Zoni Language
      Centers  
      (Canada, USA)



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