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December 2011 issue

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Business Focus
Advisor Survey
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Market Report
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Status

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Status: Italy 2010

The Status survey is a venture by Study 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: 37
• Total number of students at the organisations in 2010: 22,595
• Total number of student weeks in 2010, estimated: 99,418
• Overall average length of stay in weeks: 4.4
• Average cost of a one-month course, excluding accommodation: E602 (US$818)
• Average cost of residential accommodation per week: E196 (US$267)
• Average cost of host family accommodation per week: E238 (US$324)
• Average commission paid on a language course: 22
• One of the institutions profiled paid commission on accommodation


Means of recruiting students in Italy, 2010 Intensity of study (hours studied per week)

Advisors 25.5%
Internet 36%
Local bookings 15.5%
Other means 23%

From 3 to 26 hours per week

Average = 15 hours


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

Advisor costs 32%
Travel costs 15%
Publicity costs 53%

W Europe 36%
C&E Europe 16%
North America 14%
Asia 12%
Latin America 11%
Australasia 2%
Middle East 9%


Top student nationalities in Italy by student weeks, 2010

1. German 20%
2. American 10%
3. Russian 8%
4. Austrian 7%
5. British 6%

6. Spanish 5%
7. Turkish 5%
8. Scandinavian/Finnish 5%
9. French 5%
10. Brazilian 4%


Student numbers by age range

8-11        0%
12-15      0%
16-18      10%
19-24      33%

25-30      27%
30-50      18%
50+          12%

Observations
• Germany consolidated it position as the top provider of students, increasings its share from 12 per cent in 2009 to 20 per cent in 2010. However, Japan, which was the third biggest nationality in our 2009 poll with nine per cent, disappeared from the top 10 altogether. It is important to note that while Asils members represented a majorty of respondents (33), individual nationality trends were not charted by the association. According to Asils, Japan was the third most important market for members in 2010, after Germany and the USA.

• In terms of marketing spend, commission has increased significantly, accounting for 30 per cent of the total budget compared with 15 per cent in 2009. Interestingly though, the average commission paid on a course fell from 25 to 22. Advisor workshops was another cost that increased, while spending on incentives, brochures, trips to agencies and student magazines all fell.

• While recruitment via the Internet and advisors remained steady, local bookings were down on 2009.


Thank you to the following institutions for taking part in our Status survey: Studioitalia, Rome; Accademia del Giglio, Florence; Eurocultura, Vicenza; Orbitlingua, Orbetello; as well as 33 Asils members – for a complete list of member schools please visit; www.asils.it.

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 Study 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  

ASSOCIATIONS/ GROUPS
STA Travel Co (FELCA)  
IALC International  
International House World Organisation  
NEAS Australia  
Quality English  

EXAM BOARDS
Cambridge Esol  
IELTS  

EVENTS
Alphe Conferences  

INSURANCE
Dr. Walter GmbH  

TOURIST BOARDS
Malta Tourism Authority  

AUSTRALIA
NEAS Australia  
Perth Education City  
Study Gold Coast  

CANADA
Bow Valley College  

CHINA
Hutong School  
Mandarin House  

ENGLAND
Camp Beaumont  
IALC International  
International House World Organisation  
Kaplan International Colleges  
London School of Business & Finance  
London School of English  
Malvern House College London  
Mont Rose College of Management & Sciences  
Quality English  
Queen Ethelburga's College  
Study Group  
University of Essex - International Academy  

IRELAND
Clare Language Centre  

ITALY
Dialogo Language Services  

JAPAN
Kai Japanese Language School  
Sendagaya Japanese Institute  
Yokohama International Education Academy  

KAZAKHSTAN
Capital Education  

MALTA
Clubclass Residential Language School  
EC English Language Centre  

SPAIN
Inturjoven Spanish Courses   

SWITZERLAND
EF Language Colleges Ltd  

USA
Educatius  
ELS Language Centers  
Hawaii Tokai International College  
Zoni Language Centers  

EDUCATION TRAVEL NORTH AMERICAN HIGH SCHOOLS

Britannia Student Services  

INSURANCE
Dr. Walter GmbH  

CANADA
Bow Valley College  

USA
Educatius  




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