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Status:
Italy 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.
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| Key points |
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• Number of participating organisations in the Italy survey: 49
• Total number of students at the organisations in 2007: 31,861
• Total number of student weeks in 2007, estimated: 117,886
• Overall average length of stay in weeks: 3.7
• Average cost of a one-month course, excluding accommodation: e564 (US$780)
• Average cost of residential accommodation per week: e203 (US$281)
• Average cost of host family accommodation per week: e218 (US$301)
• Average commission paid on a language course: 22 per cent
• Two institutions paid commission on accommodation (average of 1.5 per cent)
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| Means of recruiting students in Italy, 2007 |
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Intensity of study (hours studied per week) |
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Agents 30%
Internet 26%Local bookings 13%
Other means 31%
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From16 to 20 hours per week
Average = 19.5 hours
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Total marketing spend by sector in %
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Marketing budget by region (overall %)
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Publicity costs 66.5%
Agency costs 27%
Travel costs 6.5%
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W Europe 49%
North America 21%
Asia 12%
C&E Europe 8%
Latin America 7%
Australasia 2%
Middle East 1%
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| Top student nationalities in Italy by student weeks, 2007 |
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1. German 22.5%
2. US 10.3%
3. Japanese 9.8%
4. Spanish 9.5%
5. Austrian 8.3%
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6. British 6.1%
7. Mexican 3.6%
8. Dutch 2.7%
9. Polish 2.5%
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| Student numbers by age range |
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8-11 2.5%
12-15 2.5%
16-18 3%
19-24 34%
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25-30 26%
30-50 19%
50+ 13% |
| Observations |
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| • With the support of association, Asils, there was a substantial number of participants in this month’s Status survey – 49! Nevertheless, accommodation prices across this wider cross-section of schools remained comparable to the prices in our previous survey (see LTM, Dec 2007, page 45) and tuition prices for a month-long course were actually lower than in our previous survey – from e667 to e564.
• An older age group remains important to Italian language schools. This year, 13 per cent of clients were in the 51+ age range, up from 11 per cent.
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• The top three nationalities remained the same this year; German, US and Japanese. However, Australians and Canadians no longer featured in the top 10, with nationalities closer to home higher up the list, such as Dutch and Polish.
• Typical means of recruiting students had not changed much, although Internet bookings were up from 20 per cent last year to 26 per cent this year.
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Thank you to the following institutions for taking part in our Status survey: ABC, Florence; Accademia del Giglio, Florence; Accademia Italiana, Salerno; Babilonia, Taormina; Centro Fiorenza IH Elba, Florence; Centro Fiorenza IH Florence, Florence; Centro Giacomo Puccini, Viareggio; Centro Italiano, Napoli; Centro Koine, Florence; Centro Linguistico Italiano Dante Alighieri, various; Ciao Italia, Rome; CLIC – Centro Lingua Italiana Calvino, Florence; Comitato Linguistico, Perugia; Cultura Italiana Arezzo; Cultura Italiana Bologna, Bologna; Cultura Italiana Maremma, Manciano; Dilit – International House, Rome; Il Centro, Milan; Il Silabo, Valdarno; International House Milano, Milan; Istituto Il David, Florence; Istituto Linguistico Mediterraneo, Pisa; Istituto Venezia, Venice; Istituto Venezia a Trieste, Trieste; Italiaidea, Rome; Laboratorio Linguistico, Milazzo; Lingua IT, Verona; Linguadue, Milan; Linguaviva, various; Lorenzo de Medici, Florence; Omnilingua, San Remo; Romanica, Modena; Scuola Leonardo da Vinci, various; Scuola Toscana L’Italiano, Florence; Sorrento Lingue, Sorrento; Torre di Babele, Rome.
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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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