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Status:
Italy 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.
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| Key points |
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• Number of participating organisations in Italy survey: 49
• Total number of students at the organisations in 2008:
25,659
• Total number of student weeks in 2008, estimated:
313,039
• Overall average length of stay in weeks: 4.75
• Average cost of a one-month course, excluding
accommodation: E997 (US$1,458)
• Average cost of residential accommodation per week:
E268 (US$392)
• Average cost of host family accommodation per week:
E269 (US$393)
• Average commission paid on a language course: 21
• Four of the institutions profiled paid commission on
accommodation
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| Means of recruiting students in Italy 2008 |
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Intensity of study (hours studied per week) |
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Internet 37%
Agents 36%
Local bookings 10%
Other means 17%
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From 4 to 30 hours per week
Average = 18.5 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 50%
Agency costs 30%
Travel costs 20%
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C&E Europe 24%
W Europe 22%
North America 17%
Asia 13%
Latin America 11%
Australasia 8%
Middle East 4%
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| Top student nationalities in Italy by student weeks, 2008 |
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1. American 22%
2. German 17%
3. Austrian 9%
4. Japanese 7%
5. British 6%
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6. Swiss 6%
6. Spanish 4%
8. Brazilian 4%
9. Dutch 4%
10. French 3%
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| Student numbers by age range |
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8-11 0%
12-15 5.5%
16-18 4.1%
19-24 36.8%
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25-30 28.1%
30-50 16.9%
50+ 8.6% |
| Observations |
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| • Italian association, Asils, contributed significantly to this year’s survey on Italy; 40 member schools took part as well as nine other providers.
• American students usurped the Germans this year, stealing into first place with a 22 per cent share of the nationality mix. Meanwhile, the Japanese dropped out of the top three, replaced instead by a growing Austrian contingent (nine per cent). Spanish numbers suffered too, dropping 5.5 percentage points to just four per cent of nationality share.
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• Total number of students dropped from 31,861 in 2007 to 25,659, despite the same number of schools surveyed as last year (see LTM Dec 2008, page 44). There was a trend towards marginally longer courses with student weeks jumping from 3.7 to 4.75.
• While Italian schools still allot a majority of their marketing spend to publicity costs (50 per cent), agency costs represent another significant spend sector (30 per cent). Recruiting via an agency also grew this year from 30 per cent to 36 per cent.
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Thank you to the following institutions for taking part in our Status survey: ALCE, Bologna; Inlingua Genova, Genova; Istituto di Moda Burgo, Milan; Laboratorio Linguistico, Milazzo; Lingua Nova, Livorno; Sorrento Lingue, Sorrento; Studioitalia, Rome; University of Pisa, Department of Linguistics, Pisa; A Door to Italy, Genova; ABC, Elba; Accademia Italiana, Salerno; Babilonia, Taormina; Centro de Lingua e Cultura, Milan; Centro Giacomo Puccini, Viareggio; Centro Italiano, Napoli; Centro Koine, Firenze; Centro Linguistico Italiano Dante Alighieri, Roma; Centro Linguistico Italiano Dante Alighieri, Firenze; Ciao Italiano, Roma; Clic, Firenze; Comitato Linguistico, Perugia; Cultura Italiana Arezzo, Arezzo; Cultura Italiana Bologna, Bologna; Cultura Italiana Maremma, Manciano; DILIT-International House, Roma; Il Sillabo, Valdarno; International House Milano, Milano; Istituto Linguistico Mediterraneo, Pisa; Istituto Venezia, Venezia; Istituto Venezia a Trieste; Italiaidea, Roma; Laboratorio Linguistico, Milazzo; Lingua IT, Verona; Linguadue, Milano; Linguaviva Firenze; Linguaviva Juniors Summer School, Lignano Sabbiadoro; Lorenzo de Medici, Firenze; Madrelingua, Bologna; Omnilingua, San Remo; Romanica, Modena; Scuola Leonardo da Vinci Firenze; Scuola Leonardo da Vinci Milano; Scuola Leonardo da Vinci Roma; Scuola Leonardo da Vinci Siena; Scuola Toscana L’Italiano; Sorrento Lingue, Sorrento; Torre di Babele, Roma.
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.
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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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