February 2010 issue

Agency News
Agency Survey
Market Report
Direction I
Direction II
Special Report
Course Guide
Regional Focus

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Poland expanding

Tracking Poland’s outgoing student market for the first time we discover language students are intent on learning English in either the USA or the UK with general and summer vacation courses high on the list of wants.

Key points
• The total number of students placed by the eight agencies in our survey was 2,218

• Individual agencies placed between 40 and 1,000 students on courses per year

• Average business growth was 3.1 per cent in the last 12 months

• The average length of stay for Polish students was two weeks, excluding the results of one agency

• Overall, 49 per cent of Polish students stayed with host families when studying overseas

Five agencies charged their clients a handling fee of between US$74 and US$250

In the last 12 months, agencies worked with an average of 32 different providers

Top destinations Most popular courses
1. UK 39%
2. USA 27%
3. Australia 15%
4. Malta 11%
5. Germany 3%
6. Canada 1%
6. France 1%
6. Spain 1%
Other 2%
1. General 23%
2. Summer 21%
3. Lang. plus work 16%
4. Intensive 13%
5. Junior 6%
6. Academic prep. 5%
7. Business 4%
8. Foundstion 1%
Other 11%

Reasons for language travel Average percentage agency business
1. Future work 44%
2. Studies at home 15%
3. Current work 10%
4. Pleasure 9%
5. Studies overseas 8%
1. Language progr. 51%
2. Work & travel 18%
3. Higher education 5.5%
4. Internships 3.5%
Other 22%

How do agencies recruit students?
How do agencies find new business partners?
1. Website 43%
2. Word-of-mouth 28%
3. E/online 12%
4. Seminars to students 6%
5. Advertising in press 2%
6. Mail shots 1%
7. Other 14
1. Workshops 44%
2. Internet 23%
3. Fairs and expos 14%
4. LTM/ETM 2%
5. Other press 17%

Percentage of agents who recognised each of the following organisations
Acpet 43%
English Australia 43%

Languages Canada 43%

Souffle 14%
FLE.fr 43%
L'Office 0%
Unosel 0%

MEI 28%

Asils 14%
Italian in Italy 14%

Feltom 71%

New Zealand
English NZ 43%
Aeple 0%

South Africa
EduSa 0%
English SA 0%

Fedele 43%

English UK 100%
British Council 100%

Accet 14%
CEA 14%

Eaquals 43%
Ialc 14%
IHWO 28%
Quality English 71%
Tandem 43%

Market growth
Opinion varied among the eight agencies that participated in LTM’s first survey of Poland. Three posted good growth figures of between five and 35 per cent while three said bookings had remained consistent with previous years. The remaining two agencies each reported a -15 per cent downturn in business. However, both were quick to point out this dip would be short lived with one planning to expand its list of offerings and the other citing an intensive Internet marketing campaign aimed at boosting the agency’s profile. Consequently, average business growth – although positive – was relatively low at just 3.1 per cent.

Language and destination trends
English-speaking countries dominated the list of preferred study destinations for Polish students in 2009 with the UK leading the way with a 39 per cent market share. Compared with other Central & Eastern European markets like Russia (see LTM, January 2010, pages 24-25), where non-English speaking destinations like France and Germany were cited as progressive markets, interest in languages other than English was relatively marginal for Polish students. The next most significant language requested after English (which accounted for 87 per cent of all bookings) was German with four per cent of bookings.

Student and course trends
General language programmes (23 per cent) and summer vacation courses (21 per cent) generated the most business for Polish agencies. But courses that comprised a work experience component were also popular; chosen by 16 per cent of agency clientele. Motivation behind a study abroad vacation hinged on future or current work opportunities. Forty-four per cent of the client base said future employment prompted them to study abroad, while 10 per cent were brushing up on their language skills for current work purposes. Polish students showed a penchant for short-term courses with average length of stay coming in at two weeks, although this excludes one ageny’s figure of 31 weeks.

Agency business
Agents were largely reliant on their web presence when attracting new clients. Forty-three per cent of all agency business stemmed from web bookings while referrals from previous students or family members accounted for 28 per cent of all agency interest. As for new business sources, Polish agents found agent workshops to be the most effective means (44 per cent) while a further 23 per cent utilised the Internet. One agency specialised in the vocational education and training sector (accounting for 35 per cent of their total business) and another noted that half of all enquiries received were for summer camps.

Looking ahead
Polish agents remain upbeat about the forecast for 2010. One agent noted that the nation’s way of thinking is changing with many keen to invest in education abroad. Forward thinking students are said to be particularly keen to tie in work experience with language learning reported one agent. Meanwhile, the USA and Australia were markets to watch out for in the next 12 months, report agents.

Economic overview

• Poland’s economy grew by 1.1 per cent in the second quarter of 2009, making it the only country in the European Union to experience economic growth.

• Polish exports fell by 17.1 per cent on the previous year in September, while imports were down 26.4 per cent.

• The number of registered unemployed was 14 per cent higher than the previous year in August while salaries have also declined.

• The Polish economy will expand by 1.8 per cent in 2010, up from 1.4 per cent, according to a central bank projection published in June 2009.

Sources: Bloomberg, Nationa Bank of Poland.

Polish agents named a range of language programmes they work with, including, in Australia: Ability Education, Sydney, NSW; English Language Company, Sydney, NSW; Geos, Perth, WA; Greenwich College, Sydney, NSW; Inforum Education, Gold Coast, QLD; Langports, Brisbane, QLD. In France: Institut Linguistique Adenet, Montpellier. In Germany: Sprachcaffe, various; Humboldt Institut, Konstanz. In Malta: Easy School of Languages, Valletta; Gateway International School of English, St. Julian’s; NSTS, Valletta; Sprachcaffe, various. In Spain: Malaca Instituto, Malaga. In the UK: EAC, Edinburgh; Eastbourne School of English, Eastbourne; Geos, London; King’s School, Bournemouth; LSI, London; Oxford English Centre, Oxford; United World, Bournemouth. Worldwide: Kaplan International College (KIC); Embassy CES.

Thank you to the following agencies for taking part in this survey: Lektor School of Foreign Languages; The Best Way; Glossa Language School; USA Studencki Punkt Konsultacyjny; Almatramp; Almatur; Bridge Agency; iAE Poland.

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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.





English Australia  
Feltom Malta  
International House
      World Organisation  
MEI Ireland  
Quality English  

Alphe Conferences  
International House
      World Organisation  
British Boarding
      Schools Workshops  


LTM Digital  
Your World on

Office de Tourisme

Twin Group  
English Bay College

Ability Education  
English Australia  

Access International
      English Language
Canadian &
      International Student
English Bay College
Global Village  
Public Schools of the
      Canadian Rockies  
IH Tremblant /
      Explorencia Centre  
ILSC - International
      Language Schools
      of Canada  
Public Schools of
      the Canadian Rockies
Red Leaf Student
      Program and Tours  
Richmond School
      District #38  
Rocky Mountain
      School District  
Saint Mary's
      Kootenay School
Stewart College
       of Languages  
Vancouver English

IH Cairo  

      Language Schools  
Beet Language
Cambridge Academy
      Of English  
      Education Group  
Churchill House  
Devon School Of
Discovery Summer  
Eastbourne School
      Of English  
Eckersley Oxford  
English Language
      Centre Brighton &
English Studio  
Excel English  
Frances King School
      of English  
Hove College
ILS English  
International House
      World Organisation
Kaplan Aspect  
Kings Colleges  
Lake School of
Lewis School of
LAL Language and
(The) Language
Living Learning
(The) London School
      of English  
Malvern House
      College London  
Millfield English
      Language Holiday
Professionals UK  
Quality English  
Queen Ethelburgas
St Giles Colleges  
Study Group  
Twin Group  
University of Essex -  
Wimbledon School
      of English  

Accent Francais  
Alliance Française
      Paris Ile de France  
Office de Tourisme

BWS Germanlingua
F+U Academy of
inlingua Berlin  
International House
      Berlin - Prolog  

ATC Language and
Language College
Cork English
MEI Ireland  
The Linguaviva

Alpha School of
Clubclass Residential
      Language School  
Easy School of
Feltom Malta  
Global Village
      English Centre  
Inlingua Malta  
ETI Malta  

Rotorua English
      Language Academy
Worldwide School
      of English  

EAC Language
      Centres and Activity

EC Cape Town  
Eurocentres Cape
      Town- One World
      Language school  
Good Hope Studies  
inlingua Language
      Training Centre
      Cape Town  
Interlink School of
International House
      Cape Town  
Kurus English CC  
LAL Cape Town  
Language Teaching
Shane Global
      Language Centres -
      Cape Town  

EF Language
      Colleges Ltd  

Boston School of
      Modern Languages
Inlingua Language
IH New York  
NYC Language
University of
      California Riverside  
Zoni Language

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