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February 2011 issue

Contents
News
Agency News
Agency Survey
Feedback
Market Report
Direction I
Direction II
Special Report
Course Guide
Spotlight
Destination
City Focus
Status

Contact Point:
Request information from our advertisers

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Status Survey

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Status:
South Africa 2009


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 South Africa survey: eight
• Total number of students at the organisations in 2009: 3,852
• Total number of student weeks in 2009, estimated: 33,127
• Overall average length of stay in weeks: 8.6
• Average cost of a one-month course, excluding accommodation: R4,830 (US$687)
• Average cost of residential accommodation per week: R1,146 (US$163)
• Average cost of host family accommodation per week: R1,370 (US$195)
• Average commission paid on a language course: 20
Five of the institutions profiled paid commission on accommodation


Means of recruiting students in South Africa, 2009 Intensity of study (hours studied per week)

Agents 58%
Local bookings 19.5%
Internet 10.5%
Other means 12%

From 5 to 28 hours per week

Average = 20 hours


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

Agency costs 38%
Publicity costs 37.5%
Travel costs 24.5%

Latin America 30%
W Europe 25%
Asia 12%
C&E Europe 11%
Middle East 11%
Africa 10%
Australasia 0.5%
N America 0.5%


Top student nationalities in South Africa by student weeks, 2009

1. Brazilian 16%
2. Korean 11%
3. German 10%
4. Swiss 5.5%
5. Turkish 5%

6. Saudi 5%
7. Angolan 5%
8. French 4%
9. Colombian 4%
10. Chinese 3%


Student numbers by age range

8-11         0%
12-15      2%
16-18      11%
19-24      40.5%

25-30      25.5%
30-50      18%
50+          3%

Observations
• There was relatively little change year-on-year in the results of our South Africa Status survey. Study travel advisors continued to account for just over half of all student bookings and in fact this figure increased slightly from 53 per cent to 58 per cent.

• No change either in the top nationality table, with the top four remaining in position in terms of student provider countries. Turkish students leap frogged up into fifth position, while Chinese slipped from five per cent last year to three per cent this year.

• The Internet is creeping up as a marketing spend for schools – now accounting for 24 per cent of all marketing costs, the second-largest cost after agency commission (29 per cent).

• The intensity of study has dipped slightly, according to the eight respondents in this year’s survey (seven in last year’s); from 23.5 hours per week to 20, and the minimum hours studied per week also dropped to a low of five, whereas previously, 18 hours per week was the minimum study intensity.


Thank you to the following institutions for taking part in our Status survey:

EC, Cape Town; Good Hope Studies, Cape Town; Interlink School of Languages, Cape Town; International House, Cape Town; Kurus English, Cape Town; South African School of English, Cape Town; Wits Language School, Johannesburg; LAL, Cape Town.

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
EduSA   
English Australia  
NEAS Australia  
Quality English  

EVENTS
Alphe Conferences  
IALC International  

INSURANCE
Dr. Walter GmbH  

SERVICES
Student Marketing  

TOURIST BOARDS
Malta Tourism
Authority  

AUSTRALIA
Impact English
College  
Bond University  
Carrick Institute of Education  
English Australia  
Language Studies International  
NEAS Australia  
Pacific Gateway International College  
Shafston
International College  
University Of
Newcastle nbsp; 
University of
New South Wales  
University of
Tasmania  

CANADA
Braemar
International College  
ILSC -
International Language
Schools of Canada  

CYPRUS
Plato Educational
Services Ltd  
The Language
Explorer  

ENGLAND
City of London
Academy  
Cambridge
Education Group - HO  
International
House London  
Kaplan International Colleges  
London School of Business & Finance  
Malvern House College London  
Quality English  
Queen Ethelburga's College  
Sedbergh School  
St Giles Colleges  
Study Group  
University of Essex - International Academy  

FRANCE
AGISEFE - UniversitÚ de Savoie  
Alliance Franšaise Paris Ile de France  

GERMANY
F+U Academy  
Goethe Institut  
inlingua Berlin  
International House Berlin - Prolog  

IRELAND
Eden College  

MALTA
Clubclass Residential Language School  
EC English Language Centre  
Malta Tourism Authority  

SOUTH AFRICA
Cape Town School of English  
EC Cape Town  
EduSA   
EF International School  
English Language School of Cape Town  
Eurocentres Cape Town  
inlingua Language Training Centre Cape Town  
Jeffreys Bay Language School  
Good Hope Studies  
International House Cape Town  
Interlink School of Languages  
Kurus English CC  
LAL Cape Town  
Language Teaching Centre   
South African School of Language  

SPAIN
INTURJOVEN  
Malaga Si  

SWITZERLAND
EF Language Colleges Ltd  

USA
Educatius  
Marinello  
Global Immersions Inc  
Global Language Institute  
Ross School (The)  
University of California Riverside  
University of California San Diego  
University of Nebraska at Lincoln  
Zoni Language Centers  



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