Loading

August 2010 issue

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

Contact Point:
Request information from our advertisers

Digital version
To view this page in the digital issue click on this graphic.



Back issues

Status Survey

Download Mediapack

Get a Free Copy

Subscriptions
Calendar of events
Useful links
Language Travel Magazine
11-15 Emerald Street
WC1N 3QL
London, England
T: +44 (0)20 7440 4020
F: +44 (0)20 7440 4033
Pacific Office
T/F: +61 (0)8 9341 1820

Other products


Japan struggles

A difficult economic climate has led to a reassessment by some Japanese language travel agencies of their businesses to specialise in certain market sectors in order to differentiate themselves from the competition.

Key points
• The total number of students placed by the 11 agencies in our survey was 6,335

• Individual agencies placed between six and 4,500 students on language courses each year

• Average business growth was 1.2 per cent

• The average length of stay for Japanese students was 14.7 weeks

• Overall, 79 per cent of Japanese students stayed with host families when studying overseas

27 per cent of Japanese students take a language course for their studies overseas

44 per cent of the agencies in our survey charged a handling fee, of between 5,000 yen (US$54) and 31,500 yen (US$343)


Top destinations Most popular courses
1. USA 23%
2. Australia 21%
3. UK 13%
4. Canada 12%
5. Malta 10%
6. New Zealand 5%
7. France 4%
8. Germany 3%
8. Italy 3%
10. Ireland 2%
Other 4%
1. General 37%
2. Intensive 30%
3. Summer vacation 9%
4. Academic/exam prep. 8%
5. Business 2%
5. Junior 2%
5. Language + work 2%
Other 10%

Reasons for language travel Average percentage agency business
1. Studies overseas 27%
2. Pleasure 26%
3. Future work 21%
4. Current work 12%
5. Studies at home 11%
Other 3%
1. Language progr. 69%
2. Higher education 17%
3. Work & travel 6%
4. Internships 4%
5. Volunteer 1%
Other 3%

How do agencies recruit students?
How do agencies find new business partners?
1. Website 36%
2. Word-of-mouth 27%
3. Seminars to students 11%
4. E/online 7%
5. Advertising in press 6%
6. Mail shots 1%
Other 12%
1. Internet 28%
2. Workshops 19%
3. LTM/ETM 11%
4. Lang. fairs & expos 10%
Other 32%

Percentage of agents who recognised each of the following organisations
Australia
Acpet 30%
English Australia 50%

Canada
Languages Canada 50%

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

Ireland
MEI 60%

Italy
Asils 20%
Italian in Italy 10%

Malta
Feltom 40%

New Zealand
English NZ 60%
Portugal
Aeple 10%

South Africa
EduSa 0%

Spain
Fedele 20%

UK
ABLS 40%
English UK 70%
British Council 80%

USA
AAIEP 40%
Accet 50%
CEA 30%
UCIEP 20%

International
Eaquals 20%
Ialc 40%
IHWO 20%
Quality English 50%
Tandem 20%



Market growth
For the second consecutive year, the Japanese language travel market experienced negative growth, hampered again by adverse economic conditions. Among the 11 agencies that took part in this issue’s survey, one agency reported a drop of 28 per cent in their student weeks, while 45 per cent said that their number of student weeks had stagnated at last year’s levels. Just 27 per cent of respondents said student weeks had increased by around 20 per cent, although one agency did post a 200 per cent increase. Excluding this figure, which distorts the overall picture, student weeks dropped by 1.2 per cent, following a fall of 3.3 per cent in our previous report (see LTM, July 2009, pages 30-31).

Language and destination trends
English remained the top choice for language travellers in Japan, accounting for 87 per cent of agency bookings. Other language choices of note included French and Italian, which made up just over four per cent of bookings each. Turning to the main destinations for Japanese language travellers, the USA was once again in top position this year with 23 per cent, having fallen to third place in last year’s survey. In second position was last year’s leader, Australia, with 21 per cent, followed by the UK, whose share had slipped from 19 per cent to 13 per cent. One agent noted that UK visa issues were still of concern for clients which may have an adverse effect on the UK’s standing in our next survey.

Student and course trends
Last year’s survey of the Japanese market revealed a drop in demand from students who were learning a language in preparation for their overseas studies. This year again the proportion of students learning a language for their studies overseas fell by 10 percentage points compared with last year’s findings. Interestingly, learning a language for pleasure was the second most important motivating factor this year, with 26 per cent of clients taking a language course for this reason compared with only 13 per cent previously. However, this figure has been inflated somewhat by two specialist agencies, both of which said that over 80 per cent of clients learnt a language for pleasure only.

Agency business
The Japanese agency business is becoming more a market of specialists, borne out by the findings of this issue’s survey in which 63 per cent of agencies focused only on English language programmes, one agency dealt only with French, German and Italian courses, and another specialised in language learning trips to Malta. One agency reported that they used to be a “supermarket” type agency, offering a wide range of locations and language choices, but is now focusing on university placements in the USA. The reasons behind this move are the intense competition in the Japanese agency market and the fact that Japanese students are more likely to book language courses directly via the school than they are university placements.

Looking ahead
Cracks in the Japanese market have been evident for some time, with the collapse of Gateway21 agency in 2008, followed by the bankruptcy of the Japanese-owned Geos group this year. Forecasts for 2010 remain cautious, with much resting on the continued strength of the yen and growth of the economy.


Economic overview

• The global financial crisis and a collapse in domestic demand caused the Japanese economy to shrink by five per cent in 2009.

• In July 2009 unemployment reached a post-war high of 5.7 per cent, according to the Japan Times.

• Japan’s economy grew less than forecast in the first quarter of 2010 as an export-led recovery failed to encourage consumer spending. Levels of public debt remain extremely high, close to 200 per cent of GDP.


Source: Bloomberg.com; Reuters.com; Japan Today


Japanese agents named a range of language programmes they work with, including, in Australia: International College of Queensland Australia, Brisbane, QLD. In Canada: English School of Canada, Toronto, ONT; ILAC, various. In France: Accent Francais, Montpellier; Ecole Perl, Paris. In Germany: did deutsch-institut, various. In Ireland: Centre of English Studies, Dublin; Emerald Cultural Institute, Dublin. In Italy: Dilit International House, Rome. In Malta: Chamber College, Gzira; European School of English, St Julian’s. In the UK: Central School of English, London; The English Language School, Bristol; Regent, various; Wimbledon School of English, London. In the USA: New York Film Academy, New York, NY. International: EC; ELS Language Centers; Embassy CES; Eurocentres.

Thank you to the following agencies for taking part in this survey: Angelus Overseas Study; Bridge ELS; Britain Reservation Centre; Deow Co.; Global Study Japan; Kaleido Ryugaku Service; Little Europe; My Inc, My Ryugaku Center; Ryugaku Journal Inc.; RyugakuSite.com; SHC Collaboration.

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


ACCOMMODATION
Britannia Student
      Services  

AGENCIES
Boa Lingua  
Direkt Sprachreisen  
ESL-Language
      Studies Abroad  
Mundo Joven  

ASSOCIATIONS/
GROUPS
English Australia
Feltom
Groupement FLE
IALC International
International House
      World Organisation
MEI Ireland
Quality English

EVENTS
Alphe Conferences  

EXAM BOARDS
Cambridge Esol  
IELTS  
Pearson Education  
Trinity College
      London  

INSURANCE
PROVIDERS
Dr. Walter GmbH  
Student Guard
      Insurance  
Unicare  

SERVICES
InTouch
ICEF Agent
      Training
LTM Digital

TOURIST BOARDS
Malta Tourism
      Authority  

WORK EXPERIENCE
Australian
      Internships  
Twin Group  

AUSTRALIA
Ability Education
English Language
      Company  
Shafston
      International
      College

BELGIUM
CERAN Lingua
      International  

CANADA
CSLI  
ECSL  
ILAC - International
      Language Academy
       of Canada  
LSC Language
      Studies Canada  
Point 3 Language
      Center  
Richmond School
      District #38  
Stewart College
       of Languages  
Vancouver English
      Centre  

COSTA RICA
International House
      Costa Rica  
WAYRA Spanish
      School  

ENGLAND
Anglolang  
Beet Language
      Centre  
British Study
      Centres  
Cambridge Academy
      Of English  
Cambridge
      Education Group  
CATS Cambridge  
Capital School of
      English  
Churchill House  
Devon School Of
      English  
Discovery Summer  
Eastbourne School
      Of English  
Eckersley Oxford  
English Language
      Centre Brighton &
      Hove  
Frances King School
      of English  
Hampstead School
      of English  
ILS English  
International
      House London  
Kaplan Aspect  
Lake School of
      English  
Lewis School of
      English  
Liverpool International
      Language Academy
Living Learning
      English  
(The) London School
       of English  
Millfield School  
Kings Colleges
      (Prime Education)  
Queen Ethelburgas
      College  
Shakespeare
      College  
SKOLA  
Southbourne School
      of English  
Spinnaker College  
Stafford House
      Study Holidays  
St Giles Colleges  
Study Group  
University of
      Essex -
      International
      Academy  
Wickham Court
      School  
Wimbledon School
      of English  

FRANCE
Accent Francais  
Alpha B Institut Linguistique  
CLE  
College International
      de Cannes  
Ecole PERL  
Ecole Suisse
      Internationale  
Education En
      France  
France Langue  
Idiom  
Institut de Langue
      et de Culture
      Françaises - ILCF  
International House  
Institut Europeen
      de Francais  
Institut de Langue
      et de Culture  
Langue Onze  
LSF Montpellier  
Lyon Bleu
      International  
Media Langues
      Caraibes  
Paris Langues  

GERMANY
International House
      Berlin - Prolog  

IRELAND
ATC Language
      and Travel  
Atlantic Language
      Galway  
Galway Cultural
      Institute  
The Linguaviva
      centre  

ITALY
Babilonia  
Scuola Leonardo
      Da Vinci  

JAPAN
Genki Japanese
      and Culture School
Kai Japanese
      Language School  

MALTA
Clubclass Residential
      Language School  
Global Village
      English Centre  
LAL Language
      Centres  

NEW ZEALAND
Languages
      International
      Christchurch  
Rotorua English
      Language Academy
      (RELA)  
Worldwide School
      of English  

PANAMA
EPA! Espanol en
      Panama  

PORTUGAL
CIAL- Centro de
      Linguas  

SCOTLAND
EAC Language
      Centres and
      Activity Camps.  

SOUTH AFRICA
Cape Engilsh
      Language School  
EC Cape Town  
Eurocentres Cape
      Town  
Good Hope Studies  
inlingua Language
      Training Centre
      Cape Town  
Interlink School
       
of Languages  
International House
      Cape Town  
Kurus English CC  
LAL Cape Town  

SPAIN
Escuela de
      Idiomas Nerja  
Malaca Instituto -
      Club Hispanico SL

SWITZERLAND
EF Language
      Colleges Ltd  
ESL Ecole Suisses
      de Langues  

USA
Boston School of
      
Modern Languages
Rennert  
University of
      California San
      Diego
Zoni Language
      Centers




Copyright © : Hothouse Media Ltd. All rights reserved.