January 2008 issue

Agency News
Agency Survey
Market Report
Special Report
Course Guide
City Focus

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Germany develops

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
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

Top destinations Most popular courses
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%
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
Types of courses
1. Studies at home 26%
2. Future work 25%
3. Studies overseas 21%
4. Current work 11%
5. Pleasure 7%
Other 10%
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?
How do agencies find new schools to represent?
1. Website 53%
2. Word of mouth 21%
3. Mail shots 9%
4. Adv. in press 8%
5. Seminars to students1%
Other 8%
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
Acpet 10%
English Australia 30%

Capls 30%
CLC 60%

Souffle 60%
L'Office 20%
Unosel 10%
FLE 30%

MEI~Relsa 10%
IEAI 10%

Asils 40%
Italian in Italy 20%

Feltom 50%

New Zealand
Ed. NZ 20%
English NZ 20%

Aeple 0%

South Africa
Eltasa 0%
English SA 0%

Fedele 60%

English UK 30%
British Council 90%

Eaquals 70%

Accet 40%
CEA 20%

Ialc 70%
Quality English 20%
Tandem 20%

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.

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.





Ialc International  
Perth Education City
Quality English 

Bright World

Your World on Monday

Malta Tourism

Ibero Spanish School  

Ability Education 
English Language
Perth Education City 
Sydney English
Tafe NSW English
      Language Centres 
Universal English
      (Global Village

CERAN Lingua
      (Belgium, France,
      Ireland, Japan,
      Netherlands, Spain,

Bodwell College
Canadian &
      Student Services
      (Canada, Ireland)  
College Platon     
Maple Ridge / Pitt
      Meadows School
      District #42 
Nacel Canada
National School of
Richmond School
      District #38
School District #8
      Kootenay Lake
Stewart College of

Ardmore Language
      Schools (UK, US)
Bell International 
      (Malta, UK)
Bright World Summer
Camp Beaumont
English Studio
Heart of England
      Language School
Ialc International
Kaplan Aspect
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South Africa,
      UK, US)
LAL Language and
      Leisure (England,
      Malta, South Africa,
Liverpool International
      Language Academy
Malvern House College
Mountlands Language
Prime Education
Rose of York Language
St Giles Colleges
      (Canada, UK, USA)
Study Group
      (Australia, Canada,
      France, Germany,
      Ireland, Italy, New
      Zealand, South Africa,
      Spain, UK, USA)
Twin Group
      (Ireland, UK)

Alliance Française
Ecole L'Etoile
Institut de Touraine
Langues Sans
Silc - Séjours
      (France, Spain, UK)

Carl Duisberg Centren
      (Germany, UK)
International House
      Berlin - Prolog

Centre of English
      Studies (Ireland, UK)
English Language
Galway Cultural
ISI- International Study
      Institute Ireland
Swan Training Institute
University College


Kai Japanese
      Language School

EC Language Schools
      (Malta, South Africa,
      UK, USA)
Malta Tourism

EAC Language Centres
      and Activity Camps
      (England, Ireland,
      Scotland, Wales)

Carmen Cuevas
Idiomas ¡Sí!
International House
      Sevilla - Clic
Malaca Instituto -
      Club Hispánico SL

EF Language
      Colleges Ltd
      (Australia, Canada,
      China, Ecuador,
      France, Germany,
      Ireland, Italy, Malta,
      New Zealand, Russia,
      Spain, UK, USA)
      (Australia, Canada,
      France, Germany,
      Italy, Japan, New
      Zealand, Russia,
      Spain, Switzerland,
      UK, USA)

Academia Language
ALCC - American
      Language &
      Communication Center 
Kaplan Aspect
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South Africa,
      UK, USA)
Seattle Language
Target International
      Student Center
University of California
      San Diego
Zoni Language Centers
      (Canada, USA)