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Germany develops
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Language learning in the UK and Spain is most typical among the German clientele, but internships are also developing as a business avenue.
| Key points |
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| The total number of students placed by the 10 agencies in our survey was 12,302
Individual agencies placed between 42 and 4,000 students on courses per year
Average business growth was 5.2 per cent in the last 12 months
The average length of stay for German students was five weeks
Overall, 47 per cent of German students stayed in host family accommodation when studying overseas
Spain is catching up the UK as most popular destination for German language travellers
On average, agencies worked with 56 schools in the last 12 months
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| Top destinations |
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Most popular courses |
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1. UK 23%
2. Spain 20%
3. USA 9%
4. France 7%
4. Malta 7%
6. Canada 6%
7. Australia 5%
8. Ireland 4%
9. New Zealand 3%
9. Italy 3%
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1. General 36%
2. Intensive 13%
3. Academic prep. 10%
4. Business 8%
5. Lang. + work 7%
6. Junior 6%
7. Summer vacation 5%
8. University found. 1%
Other 14% |
Reasons for language travel
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Types of courses |
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1. Studies at home 26%
2. Future work 25%
3. Studies overseas 21%
4. Current work 11%
5. Pleasure 7%
Other 10%
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1. Lang. programme 64%
2. Internships 13%
3. Higher education 12%
4. Work & travel 5%
5. Volunteering 2%
Other 4% |
How do agencies recruit students?
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How do agencies find new schools to represent? |
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1. Website 53%
2. Word of mouth 21%
3. Mail shots 9%
4. Adv. in press 8%
5. Seminars to students1%
Other 8%
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1. Fairs or expos 30%
2. Workshops 25%
3. LTM/ETM 15%
4. Internet 17%
5. Other press 3%
Other 7% |
| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 10%
English Australia 30%
Canada
Capls 30%
CLC 60%
France
Souffle 60%
L'Office 20%
Unosel 10%
FLE 30%
Ireland
MEI~Relsa 10%
IEAI 10%
Italy
Asils 40%
Italian in Italy 20%
Malta
Feltom 50%
New Zealand
Ed. NZ 20%
English NZ 20%
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Portugal
Aeple 0%
South Africa
Eltasa 0%
English SA 0%
Spain
Fedele 60%
UK
ABLS 0%
English UK 30%
British Council 90%
Europe
Eaquals 70%
USA
AAIEP 50%
Accet 40%
CEA 20%
UCIEP 10%
International
Ialc 70%
Quality English 20%
Tandem 20%
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Market growth
Some interesting changes were noted in this year’s agency survey on Germany, with the number of students placed annually lower than last year – suggesting that the market has slowed somewhat, although it should be observed that some different companies took part in our survey last year (see Language Travel Magazine, December 2006, pages 14-15). In fact, six of the 10 agencies in this month’s survey reported a business increase of between five and 20 per cent this year; but average business growth was 5.2 per cent, down on the 10.2 per cent recorded last year. Two agencies surveyed reported no real business growth and one agency reported a decline in business. Interestingly, the agency in question reported that the Football World Cup had weakened student numbers.
Language and destination trends
The number of German students opting to learn English abroad dropped again this year, attracting just 63 per cent of the outgoing student market, compared with 67 per cent in 2006 and 78 per cent in 2005. Spanish, meanwhile, continues to thrive, accounting for a 21 per cent share of the language sector – the same result as last year. Meanwhile, in the destination stakes, Spain is up from 14 per cent to 20 per cent – closing the gap with the UK, which is down 12 per cent to reflect 23 per cent of the student vote this year – and France, joint-fifth in last year’s rankings, jumped up to third place with an encouraging seven per cent share of the student market.
Student and course trends
Course choice was much more varied this year, with academic preparation and executive language courses perking up in terms of popularity – achieving 10 per cent and eight per cent respectively, compared with just two per cent and five per cent in 2006. Elsewhere, intensive courses and junior programmes depreciated in popularity, achieving 13 per cent and six per cent respectively this year, down from 15 per cent and eight per cent in 2006. Feedback regarding student motivation for a language course was also quite mixed, with 26 per cent of German students indicating further studies at home were a priority, a marked decrease on the 43 per cent recorded in last year’s survey. Learning a language for the purpose of further studies overseas, however, appears to be a growing trend, accounting for 21 per cent of the student base; 14 percentage points higher than in 2006. Elsewhere, average length of stay increased – averaging out at five weeks compared to 3.5 weeks in 2006.
Agency business
Agency websites are improving as a means of student recruitment, with over 53 per cent of agency business stemming from this source now, up 20 percentage points on last year’s result. When looking for new business partners to represent, 41 per cent of agencies cited educational workshops as a means to meet new schools, up 14 percentage points. After language placement, internships were the next biggest sector of business.
Looking ahead
Business forecasts look promising for 2008 with several agencies keen to plug work and travel packages. However, one agency notes that growth could be a little static owing to students now having to pay to study at a public university in the country.
Economic overview
The German economy could maintain its current rate of expansion, undamaged by the rise of both the euro and the price of oil. Economy Minister Michael Glos reported that, “German growth is still robust.” Meanwhile, estimated economic growth for 2008 is expected to hit 2.2 per cent.
However, economic growth may slow down in 2008 as the country’s export-driven upswing cools amid weakening global expansion and the euro’s record rise against the dollar, making German exports less competitive.
German unemployment fell to a 14-year low last year. The jobless rate slid to 8.7 per cent in October 2007, the lowest since May 1993. The number of people out of work fell 40,000 to 3.66 million.
Sources: Bloomberg.com
German agents named a range of language programmes they work with, including, in Argentina: Pasantias Argentinas, Cordoba. In Australia: Cairns Language Center, Cairns, QLD; University of Queensland, Brisbane, QLD. In Canada: International Schools of Canada, Vancouver, BC. In France: Ecole des Roches, Paris; Idiom, Nice; Institut Linguistique Adenet, Montpellier. In Ireland: International Study Institute, Dublin. In Italy: Dilit, Rome; Cultura Italiana, Bologna; Instituto Venezia, Venezia. In Malta: EC, St Julians. In South Africa: Good Hope Studies, Cape Town. In Spain: Don Quijote, Salamanca; Estudio Sampere, various; Malaca Instituto, Malaga; Escuela de Idiomas, Nerja; EPS Mediterraneo, Barcelona; K2 Internacional, Cadiz. In the UK: Study Group, Brighton; Malvern House, London; EC Cambridge, Cambridge; Hampstead School, London; Edinburgh University, Edinburgh. In the USA: University of California, Los Angeles, CA; Language Studies International, New York, NY. International: Kaplan Aspect, various.
Thank you to the following agencies for taking part in this survey: Aspect Internationale Sprachschule, GLS Sprachenzentrum, Interswop, Go-prisma, Sprachkurse - Welt Weit, Toechter und Soeane, Artner Seminare und Reisen, Sprachreisen Carambuco, College Council, F&U Academy of Languages Heidelberg.
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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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