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January 2010 issue

Contents
News
Agency News
Agency Survey
Feedback
Market Report
Direction
Special Report
Course Guide
Spotlight
Destination
Regional Focus
Status

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Bullish Spain

Activity-led programming is helping to attract new students from different markets. Meanwhile, changes in visa regulations for certain nationalities are also having a positive effect on business in Spain. Nicola Hancox reports.

Despite operating under some difficult market conditions, Spanish language providers posted good annual growth in 2009. Of the 11 providers surveyed, seven posted either a moderate or substantial upturn in business with many citing intense marketing efforts and a more open approach to course provision as contributing factors.

“We have increased our student numbers by 25 per cent from last year,” affirms Mercedes Sánchez Herreros from The Spanish Courses in Cantabria, and she relates that agent fairs have certainly helped raise the school’s profile. “We had more enrolments this year due to participation in different fairs and the improvement of our marketing campaigns,” she says.

Marga Fortmann from Escuela Montalbán in Granada also notes a 15 per cent increase in enrolments with group bookings accounting for the lion’s share of business in 2009. “We [had] a 50 per cent increase in teenage and college group [bookings] from all over Europe,” she explains. Carlos W Morales from Cervantes Escuela Internacional in Malaga also apportioned much of their 10 per cent gain to group bookings.

Meanwhile, increased competition continues to thwart the efforts of language providers in southern Spain. “There are currently too many schools in Malaga for the current demand,” asserts Bob Burger, Marketing Director from Malaga-based,, Malaca Instituto. He estimates there was a five to six per cent drop in student enrolments at the school this year. However, specific projects aimed at newer markets will certainly help boost enrolment levels in 2010, he asserts. “The fact that we won the LTM Star Award for a second time [this year] will also have some impact in recruiting new agents,” he says.

Several savvy providers adapted to unfavourable market conditions by freezing course prices in 2009. “We have offered more activities and left our prices unchanged since 2008,” notes Ingrid Antons from inlingua Santander. Morales relates they too will offer 2009 prices in 2010 in a bid to remain competitive. “[Next year] we aim to improve by 10 per cent, just like this year. [Therefore] we won’t change the price of enrolments for 2010,” he says.

Progress still needs to be made in areas of advocacy, however. “Overall, Spanish government promotion for our sector is weak compared to say France,” asserts Steven Muller from Babylon Idiomas in Barcelona, and he adds that government agencies should throw their weight behind advertising campaigns in Asia and Latin America. “Widening the network of Instituto Cervantes in Asia and Brazil may have long-term benefits for our sector,” he says.

Daniel Bertole, from Instituto de Idiomas Ibiza, notes that he has seen positive developments in the Russian student market of late. “We know that it is getting easier for Russians to obtain visas which should make this market more interesting for us,” he says. Russian student numbers also performed well at Caxton College in Valencia. However, Marilo Estevan at the school reasons this could be a direct result of changes made to the Russian education system, which encourages foreign language acquisition. “Russian student numbers have increased because the Russian economy is improving and their education system encourages students to study abroad,” she says.

In recent years, the Spanish language teaching market has tended to enrol Western European students and 2009 was no different. Surveyed schools reported strong representation from the UK, Germany, Switzerland and the Netherlands. However, according to our latest Status Survey on Spain (see LTM, November 2009, page 80), the number of American students increased dramatically in 2008, a trend that appears to have carried on into 2009. “The Americans performed the best [this year],” explains Markéta Zíchová from Letra Hispánica in Salamanca. “They are not too numerous [when they come] but they usually stay for long periods.”



Language plus

“One-week language plus activity courses have become very popular,” observes Marga Fortmann from Escuela Montalbán in Granada. “Almost all the adult students choose a combination [programme] like this,” she adds.

Indeed, students looking for an added study incentive can choose from a variety of different add-ons including cooking, dance or cultural studies.

“Most of our special courses are on an upward trend at the moment,” observes Bob Burger, Marketing Director at Malaca Instituto in Malaga. Their Spanish plus Dance course for example – which includes two hours of dance training per day – is so popular that the school recently added a dance studio to its on-site facilities.

Carlos W Morales from Cervantes Escuela Internacional in Malaga also notes that they are harnessing new student markets by offering specialised programming. Students with a specific career focus for example can enrol on a Spanish for Lawyers or Spanish for Tourism course. “They are very successful, because it’s a way to attract more potential students,” he states. However, Burger relates that product promotion of courses that are so specific in their focus can be problematic. “It is not easy to sell Spanish plus activity courses. It often needs niche marketing,” he relates. As a result the school is actively seeking new agent partners who are specifically looking to market these types of courses.

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
Feltom Malta  

EVENTS
Alphe Conferences 

EXAM BOARDS
IELTS  

SERVICES
InTouch  
LTM Digital  
Your World on
      Monday 

TOURIST BOARDS
Malta Tourism
      Authority  
Office de Tourisme
      Montpellier  

WORK EXPERIENCE
Twin Group 
      (Ireland, UK) 

ARGENTINA
Ecela - Latin
      Immersion 
      (Argentina, Chile,
      Peru) 

AUSTRALIA
English Australia  

BRAZIL.
Dialogo Language
      Schools  

COLUMBIA
Spanish World
      Institute  

CUBA
Study Team
      Cuba  

CANADA
College Platon  
Global Village 
      (Australia, Canada,
      USA) 
Public Schools of
       the Canadian
      Rockies  
ILSC - International
      Language Schools
       of Canada  
National School of
      Languages  
Public Schools of
      the Canadian
      Rockies  
Red Leaf Student
      Program and Tours  
Rocky Mountain
      School District  
Saint Charles
      Garnier College  
Southeast Kootenay
      School District No. 5
Vancouver English
      Centre  

ENGLAND
Bright World
      Guardianships  
Camp Beaumont  
English Studio  
International House
      Newcastle  
Kaplan Aspect  
       (Australia, Canada,
       Ireland, Malta, New
       Zealand,South
       Africa, UK, USA)
Kings Colleges
       (Prime Education)  
LAL Language
      and Leisure
      (Canada, Cyprus,
      Ireland, England,
      South Africa, Spain,
      Switzerland, USA)
London School of
      Business & Finance  
St Giles Colleges 
      (Canada, UK, USA)
Study Group  
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy,New Zealand,
      South Africa, Spain,
      USA)
Twin Group 
      (Ireland, England,
      USA)
Queen Ethelburgas
       college  
University of Essex -
      International
      Academy  
Wimbledon School
      of English  

FRANCE
Alliance Française
      Paris Ile de France  
Institut de Touraine  
A.S.
      INTERCULTURES
Office de Tourisme
      Montpellier  
SILC - Séjours
      Linguistiques 
      (England, France,
      Spain)

GERMANY
International House
      Berlin - Prolog  

IRELAND
Language College
      Ireland  

JAPAN
Kai Japanese
      Language School  
Tamagawa
      International
      Language School  

MALTA
Clubclass
      Residential
      Language School  
EC English
      Language Centre  
      (England, Malta,
      South Africa, USA)
Feltom
Malta Tourism
      Authority  

PANAMA
Habla Ya
      Language Center  

SCOTLAND
EAC Language
      Centres and Activity
      Camps.  
      (England, Ireland,
      Scotland, Wales)
University of
      Stirling  

SPAIN
International House
      Sevilla - CLIC  
Malaca Instituto
      - Club Hispanico SL  
Malaga Si  

SWITZERLAND
EF Language
      Colleges Ltd  
      (Australia, Canada,
      China, Costa Rica,
      Ecuador, England,
      France, Germany,
      Italy, Malta, New
      Zealand, Singapore,
      South Africa, Spain,
      USA)
Eurocentres
      International  
      (Australia, Canada,
      England, France,
      Germany, Italy,
      Japan, New Zealand,
      Russia, Spain,
      Switzerland, USA)

USA
IELTS  
California State
      University Long
      Beach  
Eastern
      Washington
      University  
ELS Language
      Centers  
Geos North
      American Language
      Schools
      (Canada, USA )
IH New York  
Language
      Consultants
      International, LCI  
Manhattanville
      College (NY)  
San Diego State
      University  
University of
      Arizona  
University of
      California San
      Diego  
University of
      Illinois at Urbana-
      Champaign  
Zoni Language
      Centers  
      (Canada, USA)



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