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December 2008 issue

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

Contact Point:
Request information from our advertisers

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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.

Key points

• 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)


Means of recruiting students in Italy, 2007 Intensity of study (hours studied per week)

Agents 30%
Internet 26%Local bookings 13%
Other means 31%

From16 to 20 hours per week

Average = 19.5 hours


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

Publicity costs 66.5%
Agency costs 27%
Travel costs 6.5%

W Europe 49%
North America 21%
Asia 12%
C&E Europe 8%
Latin America 7%
Australasia 2%
Middle East 1%


Top student nationalities in Italy by student weeks, 2007

1. German 22.5%
2. US 10.3%
3. Japanese 9.8%
4. Spanish 9.5%
5.
Austrian 8.3%

6. British 6.1%
7. Mexican 3.6%
8. Dutch 2.7%
9. Polish 2.5%


Student numbers by age range

8-11      2.5%
12-15      2.5%
16-18      3%
19-24      34%

25-30      26%
30-50      19%
50+     13%

Observations
• 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.

• 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.


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.


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  
Ialc  
MEI~Relsa Ireland  
Perth Education
      City  

SERVICES
Your World on
      Monday  
InTouch  

TOURIST BOARDS
Malta Tourism
      Authority  

WORKSHOPS
Alphe Conferences  
Ialc  
MEI~Relsa Ireland  

AUSTRALIA
English Australia  
Navitas (Australia, Canada, UK) 
Perth Education
      City  

BELGIUM
Ceran Lingua
      International  
      (Belgium, France,
      Spain, UK)

CANADA
College Platon  
National School of
      Languages  
Richmond School
      District #38  

ENGLAND
Bell International 
      (Malta, UK)
Hampstead School
      of English  
Kaplan Aspect 
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South Africa,
      UK, USA)
LAL Language and
      Leisure 
      (Canada, Cyprus,
      Ireland, England,
      South Africa, Spain,
      Switzerland, USA)
Malvern House
      College London  
Queen Ethelburga's
      College  
RLI Language
      Services  
Study Group  
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,
      USA)

GERMANY
International House
      Berlin - Prolog  

IRELAND
ISI - International
      Study Institute
      Ireland  
Language College
      Ireland  
MEI~Relsa Ireland  

ITALY
Alce  
Comitato Linguistico

JAPAN
Kai Japanese
      Language School  

MALTA
Malta Tourism
      Authority  

MEXICO
CIS Centro  

NEW ZEALAND
Leisure Learn
      English  

SOUTH AFRICA
Cape Studies  

SWITZERLAND
EF Language
      Colleges Ltd 
      (Australia, Canada,
      China, Ecuador,
      England, France,
      
Germany, Ireland,
      Italy, Malta, New
      Zealand, Russia,
      Scotland, Spain, USA)
 
USA
ALCC - American
      Language &
      Communication
      Center  
Zoni Language
      Centers 
      (Canada, USA)