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January 2013 issue

News
News Round Up
Inside the industry
Agency Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Direction
Special Report
Course Guide
Spotlight
Destination
Regional Focus
Market Analysis
Grapevine

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Czech Republic active

Czech students showed an enthusiasm for general or intensive English language programmes according to this year’s survey of agency trends, with the language learning sector of the business proving the most profitable for Czech agencies.

Key points
The total number of students placed by the 8 agencies in our survey was 3.466

Individual agencies placed between 35 and 2.570 students on courses per year

Average business growth was 12.1 per cent in the last 12 months

The average length of stay for Czech students was four weeks

Overall, 62 per cent of Czech students preferred host family accommodation when studying overseas

A higher proportion of agency clients were studying abroad for future work purposes, namely 36 per cent

Language learning is the most lucrative sector of the study abroad market for Czech agents


Most popular course requests Average percentage of agency business by sector
1. Intensive 38%
2. General language 36%
3. Junior 19%
4. Business 3%
5. Summer vacation 3%
6. Academic/exam prep 1%
1. Language programmes 98.5%
2. Higher education 1%
3. Secondary education abroad 0.5%

Reasons for studying overseas Top destinations
1. Future work 36%
2. Current work 30%
3. Further work 18%
4. Further studies overseas 16%
5. Further studies at home 11%
6. Pleasure 7%
1. UK 48%
2. Malta 17%
3. Australia 6%

4. Germany 6%
5. USA 5%
6. France 5%
7. Spain 4%
8. Canada 3%
9. Ireland 2%
10. Italy 1%
11. New Zealand 1%
Other 2%

How do agents recruit students?
How do agents find new schools to represent?
1. Word-of-mouth 59%
2. Website 21.5%
3. Mail shots 8%
3. E/online marketing 4.5%
4. Seminars to students 2%

5. Advertising in press 1%
Other 4%
1. Internet 24%
2. B2B conferences
20%
3. Language fairs and student expos 16%
4. STM 7.5%

Other 32.5%

Percentage of agents who recognised each of the following organisations
Australia
Acpet 43%
English Australia 57%
NEAS 28%

Canada
Languages Canada 57%

France
Souffle 43%
Groupement FLE 14%
Unosel 0%
L’Office 0%

Ireland
MEI 57%

Italy
Asils 14%
Italian in Italy 14%

Malta
Feltom 57%

New Zealand
Eng NZ 57%

Portugal
Aeple 0%

South Africa
EduSa 43%

Spain
Fedele 43%

UK
Abls 28%
British Council 100%
English UK 100%


USA
AAIEP 14%
Accet 57%
CEA 14%
UCIEP 0%

International
Eaquals 57%
Ialc 71%
International House
World Organisation 86%
Quality English 71%
Tandem 71%



Market growth
Agency business increased over the last 12 months, a notable improvement on the negative business growth documented in out last analysis of this outbound student market (see LTM, pages 26-27). Individual reports did vary however with two agencies documenting a business increase, one noting a decrease and four reporting that bookings had remained stable. Average business growth came in at a healthy 12.1 per cent, compared with -15.3 per cent in our previous report. One agency had only reported on eight months worth of business, having only opened its doors at the beginning of 2012.

Language and destination trends
English continues to be the most popular language choice among Czech student clients (80 per cent). The next most requested language behind English was German with eight per cent. Given that a majority of student clients wished to study English, it is hardly surprising that seven out of the 11 destinations selected were English-speaking. Topping the poll was the UK with a 48 per cent slice of the pie, mirroring previous years’ findings. The USA appeared to lose market share, with just five per cent of all agency clients requesting this study destination, compared with 19 per cent previously.

Student and course trends
Motivation for study abroad was largely in keeping with our 2010 survey, with students learning abroad with future or current work purposes in mind (66 per cent, compared with 56 per cent). One agency said 100 per cent of clients were motivated by current work committments. Approximately 16 per cent of agency clientele intended to continue into further education when abroad, up 12 percentage points on 2010. All courses booked were language oriented, with intensive (38 per cent) and general (36 per cent) the two most requested language products. Czech agents also proved to be extremely active in sending younger learners overseas for language acquisition, with junior programmes accounting for 19 per cent of all courses booked, up five percentage points.

Agency business
In 2010 there was much more variation in terms of business portfolios, with individual agencies specialising in sectors other than just language learning. This year however, agency business was almost solely geared towards the language learning sector, with 98.5 per cent of all business received routed to this sector of the market. If looking for new partners to work with, Czech agents relied on contacts found via the Internet (24 per cent) or b2b conferences (20 per cent). Recommendations from previous student clients helped establish agency credibility (59 per cent). The agency website also proved a valuable marketing tool (21.5 per cent).

Looking ahead
General consensus among Czech agencies is that the outbound student market is plateauing. A majority of agents canvassed for this report said business over the next 12 months would emulate the previous year. One agent predicted that demand for intensive courses would increase, as would demand for family vacation courses.


Economic overview

• The number of dollar millionaires in the Czech Republic grew by more than five per cent to 17,100 in 2011, while worldwide the growth did not exceed one per cent, according to a report produced by Capgemini and RBC Wealth Management.

• The increase in the number of rich people was influenced by the growth of GDP, relatively low inflation, positive export balance and the position of the Czech crown currency. In contrast, a drop in real estate prices and a decrease in market capitalisation had a negative impact.

• The Czech Finance Ministry will cut its outlook of GDP growth for 2013 to 0.7 per cent from the current one per cent, Deputy Finance Minister Ladislav Mincic told Czech television.

• Finance Minister, Miroslav Kalousek, said that the performance of the Czech economy will be worse in 2013 than the Finance Ministry had expected. However, the economy will not plunge into recession, but grow by several tens of per cent.

Source: Prague Daily Monitor


Czech agents named a range of programmes they work with, including in Austria: Cultura Wein, Vienna. In Germany: ADK Augsburger Deutschkurse, Augsburg. In Ireland: International House Dublin, Dublin; Language in Dublin, Dublin. In Malta: Gateway School of English (GSE), St Julian’s. In Spain: Ya Hablas Idiomas, Alicante. In the UK: Churchill House School of English, Ramsgate; ECS Scotland, Edinburgh; ELC York; ELC Hampstead School of English, London; inlingua Cheltenham, Cheltenham; International House Newcastle, Newcastle upon Tyne; LTC Brighton; Sidmouth International School, Sidmouth; United International College, London; Winchester School of English, Winchester. International: LAL Group; St Giles International.

Thank you to the following agencies for taking part in this survey:
Jazyky v Zahranici; Australia Expert; INTACT; English Language Consultancy; Kvalitni Skola; Channel Crossings; Horizonty; Eufrat Courses Abroad.

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Study 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


ACCOMMODATION
Homestay Technologies Ltd  
Sara's New York Homestay LLC  
Studyhouse  
ASSOCIATIONS/GROUPS
CAPS-I (The Canadian Association of Public Schools  
English Australia  
Feltom Malta  
MEI  
Study Gold Coast  
AUSTRALIA
Ability English  
Academia International College  
Access Macquarie Limited  
Australian Institute of Professional Education  
Cairns Language Centre / Eurocentres Cairns  
English Australia  
ILSC Australia  
Impact English College  
UNSW Global Pay Limited (University of New South W  
Study Gold Coast  
CANADA
Braemar College  
CAPS-I (The Canadian Association of Public Schools  
Centennial College of Applied Arts and Technology  
COMOX valley - School District 71  
Conseil des écoles catholiques du Centre-Est  
Eastern Townships School Board  
Fanshawe College of Applied Arts and Technology  
IH Pacific (Vancouver, Whistler, San Diego)  
ILSC - International Language Schools of Canada  
Niagara College  
Ottawa International Student Programmes (OISP)  
Pembina Trails School Division  
Powell River School District #47  
Qualicum School District #69  
Sol Schools International  
Study Manitoba School Divisions  
Victoria International Student Program  
Waterloo Catholic District SB  
West Vancouver School District #45  
CHINA
iMandarin Language Training Institute  
ENGLAND
Activate Your English  
INTO University Partnerships  
International House World Organisation  
Kaplan International Colleges  
London School of Business & Finance  
Mayfair School of English  
Ovingdean Hall College  
Plus  
TUS Advertising  
St Giles International  
Twin Group  
University of East Anglia  
EVENTS
Feltom Malta  
EXAM BOARDS
Cambridge Esol  
TOEFL Educational Testing Service  
IRELAND
Homestay Technologies Ltd  
MEI  
MALTA
Feltom Malta  
IH Malta-Gozo  
inlingua Malta  
Maltalingua Ltd.  
PORTUGAL
CIAL - Centro de Linguas  
SCOTLAND
Oscars International  
SPAIN
International House Sevilla CLIC  
SWEDEN
STS Student Travel Schools  
SWITZERLAND
EF International Language Centers  
USA
Annie Wright School  
Brown University  
ELS Language Centers  
FLS International  
Forest Ridge School of the Sacred Heart  
Glenholme School  
Global Language Institute  
Northwest School  
Rennert  
Ross School (The)  
Saint George's School  
Saint John's University  
Sara's New York Homestay LLC  
Zoni Language Centers  




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