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December 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:
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.

Key points

• 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


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

Internet 37%
Agents 36%
Local bookings 10%
Other means 17%

From 4 to 30 hours per week

Average = 18.5 hours


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

Publicity costs 50%
Agency costs 30%
Travel costs 20%

C&E Europe 24%
W Europe 22%
North America 17%
Asia 13%
Latin America 11%
Australasia 8%
Middle East 4%


Top student nationalities in Italy by student weeks, 2008

1. American 22%
2. German 17%
3. Austrian 9%
4. Japanese 7%
5. British 6%

6. Swiss 6%
6. Spanish 4%
8. Brazilian 4%
9. Dutch 4%
10. French 3%


Student numbers by age range

8-11        0%
12-15      5.5%
16-18      4.1%
19-24      36.8%

25-30      28.1%
30-50      16.9%
50+          8.6%

Observations
• 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.

• 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.


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.


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
ABLS  
English Australia  
Feltom Malta  
MEI Ireland  
IALC International  

EVENTS
Alphe Conferences  
IALC International  

EXAM BOARDS
IELTS  

SERVICES
Alphe Conferences  
College Bound
      Network
InTouch  
Student Marketing  

TOURIST BOARDS
Malta Tourism
      Authority  
Queensland
      Education
      and Training
      International,
      Trade Queensland  

WORK EXPERIENCE
Twin Group  
      (Ireland, England,
      USA)

AUSTRALIA
CQUniversity
      Australia  
English Australia  
Embassy CES  
Queensland
      Education
      and Training
      International,
      Trade Queensland  

CANADA
College Platon  
Elmwood School  
ILAC - International
      Language Academy
      of Canada  
Richmond School
      District #38  

CHINA
IH Xi'an
Mandarin House

ENGLAND
ABC Languages  
Anglophiles
      Academic  
      (England, Ireland,
      USA, Cyprus,
      Canada)
Bell International  
      (Malta, UK)
IALC International  
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)
Study Group  
       (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy,New Zealand,
      South Africa, Spain,
      USA)
Twin Group (
      Ireland, England,
      USA)
Queen Ethelburga's
      College  
SUL Language
      Schools  
University of Essex -
      International
      Academy  

GERMANY
International House
      Berlin - Prolog  

IRELAND
MEI Ireland  

JAPAN
Kai Japanese
      Language School  

MALTA
Clubclass
      Residential
      Language School  
Feltom Malta  
Malta Tourism
      Authority  

NEW ZEALAND
Dominion English
      Schools  

SCOTLAND
Holme Park  

SPAIN
Malaga Si  

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

USA
IELTS  
CollegeBound
      Network  
Eastern
      Washington
      University  
Inlingua Language
      Centers  
NYC Language
      Vacations  
University of
      Nebraska - Lincoln  
Zoni Language
      Centers 
      (Canada, USA)  

WALES
Celtic School  



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