USA reaching out

Key points

The total number of students placed by the seven agencies in our survey was 2,722 Individual agencies placed between 120 and 1,000 students on courses per year Average business growth was 16 per cent in the last 12 months The average length of stay for US students was one week Four out of the seven agencies canvassed charge clients a handling fee On average, agencies worked with 21 schools in the last 12 months Language travel programmes accounted for 75 per cent of business, followed by internships at 17 per cent

Top destinations		Most popular courses
1. Costa Rica 29% 2. Spain 16% 2. Russia 16% 4. Italy 12% 5. Guatemala 6% 5. Ecuador 6% 7. Australia 3% 7. Mexico 3% 9. Japan 2%		1. General 46% 2. Junior 18% 2. Lang. + work. 18% 4. Intensive 11% 5. Business 3% 6. Summer vacation 2% 6. Foundation 2%

Reasons for language travel		Agency business by sector
1. Studies at home 42.5% 2. Current work 12.5% 2. Pleasure 12.5% 4. Future work 5% Other 27.5%		1. Language 75% 2. Internships 17% 3. Work & Travel 6% 4. Volunteering 2%

How do agencies recruit students?		How do agencies find new schools to represent?
1. Website 56% 2. Word of mouth 29% 3. Seminars to students 1% 4. Adverts in press 1% 4. Mailshots 1% Other 3%		1. Fairs or expos 39% 2. Internet 35% 3. Other Press 2% Other 24%

Percentage of agents who recognised each of the following organisations
Australia Acpet 0% English Australia 0% Canada Capls 0% CLC 0% France Souffle 10% L'Office 10% Unosel 10% FLE 0% Ireland MEI~Relsa 0% IEAI 0% Italy Asils 20% Italian in Italy 10% Malta Feltom 0% New Zealand Ed. NZ 0% English NZ 0%		Portugal Aeple 0% South Africa Eltasa 0% English SA 0% Spain Fedele 30% UK ABLS 10% English UK 20% British Council 30% Europe Eaquals 10% USA AAIEP 0% Accet 30% CEA 20% UCIEP 0% International Ialc 30% Quality English 0% Tandem 0%

Language and destination trends
While Japan, as a destination, secured two per cent of outgoing students across the US client base this year – the same percentage recorded in 2005 – China, labelled a new growth market in 2005, slipped out of the running entirely. Instead, a significant number of Latin American countries, including Guatemala, Ecuador, Costa Rica, Chile and Argentina, appeared on the list of most popular destinations, and Latin America as a region accounted for 45.5 per cent of the market. Interestingly, one agency, not surveyed before, is concentrating on the up-and-coming Russian language market, sending 95 per cent of students to Russia and a further five per cent to Kyrgyzstan.

Student and course trends
Onward studies overseas proved to be the most popular reason for US students to learn a language in another country, with this motivation given by over 42 per cent of agency clients, compared with 20 per cent recorded in 2005. There was a significant increase in the number of students opting to undertake junior programmes (up 11 percentage points to 18 per cent), which suggests high school students are taking advantage of study abroad programmes more than ever. Similarly, the percentage of students choosing a course that included a work experience placement increased from six per cent to 18 per cent this year.

Agency business
As in 2005, the Internet proved to be an important way to attract new students, with 56 per cent of agency business coming from a company’s website; a marginal increase on the 51 per cent recorded in our previous survey. It should also be noted that 29 per cent of agency business stemmed from word-of-mouth recommendations and/or referrals, an increase of seven percentage points on 2005’s result. Similarly, when it came to agencies sourcing new schools to represent, the Internet proved an invaluable resource once more, used by 35 per cent of the agents canvassed. However, fairs and expos saw the greatest increase, with 39 per cent of school contacts arising from this source compared with 13 per cent previously.

Looking ahead
US agents remain upbeat about the future and most predict a positive increase in business over the coming year. Many agencies are beginning to explore different avenues and are choosing to experiment with different language destinations, like Russia and Peru. Most agents believe more students are recognising the benefits of studying a language abroad and, despite a slowed economy, only one agent claimed this would have a negative effect on student numbers.

The US economy’s annual growth rate reached 3.3 per cent in 2006, compared with 3.2 per cent in 2005. The economy grew by 2.5 per cent in the fourth quarter of 2006.

An increase in fourth-quarter GDP growth reflected accelerations in consumer spending, exports and Federal government spending.

Employment figures for March showed an increase of 180,000 jobs, compared with fore- casts of a 130,000 increase. The unemployment rate for March slipped from 4.5 per cent to 4.4 per cent, reaching its lowest level since Octo- ber last year.

Source: The Guardian and Bureau of Economic Analysis

Thank you to the following agencies for taking part in this survey: Language Link, Spanish Works Inc., The School of Russian and Asian Studies, Andeo, NRSCA, Global Experiences, Spanish for Success