June 2008 issue

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

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Taiwan stands firm

The language travel market in Taiwan remains stable and English-speaking destinations continue to be popular with students. However, last year’s predictions have come good as we reveal a new market leader. Meanwhile, work & travel placements have grown in popularity.

Key points
• The total number of students placed by the seven agencies in our survey was 2,933

• Individual agencies placed between 50 and 1,200 students on courses per year

• Average business growth was 16.1 per cent in the last 12 months

• The average length of stay for Taiwanese students was eight weeks

• Overall, 56 per cent of Taiwanese students stayed in host family accommodation when studying overseas

• The USA was the most popular destination for Taiwanese students, followed by the UK and Canada

• On average, agencies worked with 24 schools in the last 12 months

Top destinations Most popular courses
1. USA 50%
2. UK 24%
3. Canada 12%
4. Australia 7%
5. Japan 6%
6. New Zealand 1%
1. Intensive 41%
2. General 27%
3. Summer vacation 13%
4. Acad./exam prep. 10%
5. Business 3%
6. University found. 2%
6. Lang. & work exp. 2%
8. Junior 0.5%
Other 1.5%

Reasons for language travel Average percentage agency business
1. Studies overseas 62%
2. Future work 19%
3. Pleasure 11%
4. Current work 5%
5. Studies at home 3%
1. Language programmes 38%
2. Higher education 35%
3. Work & travel 19%
Other 8%

How do agencies recruit students?
How do agencies find new schools to represent?
1. Word of mouth 44%
2. Website 26%
3. Seminars to students 7%
4. Advertising in press 6.5%
4. Mail shots 6.5%
6. Advertising on TV 1%
Other 9%
1. Internet 39%
2. Fairs and expos 24%
3. LTM/ETM 21%
4. Other Press 1%
Other 15%

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

Capls 43%
CLC 71%
Languages Canada 57%

Souffle 0%
L'Office 0%
Unosel 0%
FLE 0%

MEI~Relsa 0%

Asils 0%
Italian in Italy 0%

Feltom 0%

New Zealand
Ed. NZ 29%
English NZ 43%

Aeple 0%

South Africa
Eltasa 0%
English SA 0%

Fedele 0%

ABLS 29%
English UK 71%
British Council 100%

Eaquals 17%

Accet 43%
CEA 14%

Ialc 29%
Quality English 14%
Tandem 0%

Market growth
Only seven agencies participated in this month’s agency survey on Taiwan, three less than in our previous survey (see LTM May 2007, pages 14-15). Despite such a low response rate, however, the number of students placed increased by 24 per cent this year – with 2,933 students sent abroad for study purposes compared with 2,370 previously. All but one of our respondents said that business had either increased or stayed the same, with average business growth swelling by seven percentage points to 16 per cent. Interestingly, the agency that reported a business decrease predicted that business would stabilise within the next 12 months.

Language and destination trends
The year 2007 saw the UK lose its edge over nearest rival the USA – dropping eight percentage points to 24 per cent – while the USA was requested by 50 per cent of students – an increase of 18 percentage points. Canada also recovered ground lost in 2006, achieving 12 per cent compared with eight per cent previously. And Japan – the only non-English speaking country in the survey – continues to make its presence felt, up from five per cent to six per cent. In terms of language studied, English remains the most popular choice, with an 85 per cent request rate, up from 77 per cent previously. This was followed by Japanese, which was favoured by 10 per cent of agency clientele.

Student and course trends
General language courses were chosen by 27 per cent of Taiwan’s outgoing student market in 2007, down slightly on the 33 per cent recorded previously. However, intensive programmes surged ahead, accounting for 41 per cent of all course requests. This trend reveals that students are opting for a more accelerated way of learning – a notion that is also reflected in the shorter average length of stay (eight weeks, compared with 14 weeks in 2006). Further studies overseas were the main reason for language travel, motivating 62 per cent of clients on average, according to respondents. Accordingly, higher education placements now account for 35 per cent of overall agency business and with Work & travel enrolments now representing 19 per cent of business (up from four per cent), language travel no longer seems to be the major sector in the study abroad industry in Taiwan.

Agency business
A company’s website proved to be a popular way to attract new business in 2007, with 46 per cent of agency clientele originating from this source, up from 26 per cent. Meanwhile, personal recommendations from previous students and/or family members accounted for 44 per cent of all new business, compared with 31 per cent previously. And mailshots – not documented in 2006’s poll – proved a means of recruitment in 2007, achieving 6.5 per cent of new enrolments, on average.

Looking ahead
Taiwanese agents accurately predicted a change in destination trend last year (namely that the USA would pull ahead of the UK) and change looks to be on the agenda again. One agent noted that they intend to promote summer study and travel tours to high school as well as university-aged students, while another sees summer camps becoming a major strength in 2008.

Economic overview

• Taiwan’s export growth accelerated quickly at the beginning of the year with overseas shipments in March increasing by 22.8 per cent over the same month in the previous year. This boom was largely fuelled by the sale of electronics to China, Southeast Asia and India.

• Taiwan’s economy grew by 6.39 per cent (annualised) in the fourth quarter of last year, buoyed by the biggest increase in exports in nearly two years.

• Predictions forecast that real GDP growth will average around four per cent a year in 2008-12. Growth will be driven by domestic demand as unemployment continues on its downward trend and investment – particularly in export-oriented sectors and services – increases.

Sources: The Economist, Bloomberg

Taiwanese agents named a range of language programmes they work with, including, in Canada: Vancouver Community College, Vancouver, BC. In the USA: University of California, San Diego, CA; University of California, Los Angeles, CA, University of Washington Extension, Seattle, WA. Worldwide: ELS; Embassy CES; Eurocentres; Geos; Kaplan Aspect; Language Studies International; Zoni Language Centers.

Thank you to the following agencies for taking part in this survey: UR Edu & Info Co Ltd, Ching Shan Counseling Co, Global Education Services, Study Link Taiwan, Envision Study Group, Cambridge Language Center, Best Education Studies.

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.





English Australia  
Feltom Malta  
Quality English Ltd.  

Your World on

Malta Tourism

CEC Network  

Bond University  
Griffith University  
La Trobe University  
Language Studies
      International School
      University of
Universal English
      College (Global
      Village Sydney)  

CERAN Lingua
      (Belgium, France,
      Spain, UK)

Centre Linguista
Four Corners
      Language Institute  
IH Vancouver  
King George
      International College
Richmond School
      District #38  

Beijing International
      Education Institute.
Shanghai Jingan
      Neworld Training

Bell International
      (Malta, UK)
IP International
      Projects GmbH  
      (England, France,
      Germany, Spain)
Kaplan Aspect  
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South
      Africa, UK, USA)
LAL Language
      and Leisure  
      (England, Malta,
      South Africa, USA)
Malvern House
      College London  
Oxford Intensive
      School of English 
      (Australia, England,
      France, Germany,
      Spain, USA)
Prime Education
Queen Ethelburga's
Scanbrit School of
Study Group  
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,

Alliance Française
Alliance Française
Alliance Française
Alliance Française
Alliance Française
      de Montpellier  
Alliance Française
Alliance Française
      Paris Ile de France  
Alliance Française
Alliance Française
      de Strasbourg-
Alliance Française
Alliance Française
      du Val de Loire
Silc - Séjours
      (France, Spain, UK)
Université de
      Paris Sorbonne  

International House
      Berlin - Prolog  
      Kolleg E.V.  

Prime Speech
      Power Language

Swan Training

      Language School  
International School
      of Languages  


Cape Studies  

Idiomas Sí!  

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

ALCC - American
ELS Educational
University of
      California San Diego
Zoni Language
      (Canada, USA)


      House Newcastle  
Kaplan Aspect
Professionals UK  
Twin Group  
      (Ireland, UK)

International House
      Sevilla - Clic