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May 2008 issue

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

Contact Point:
Request information from our advertisers

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Status:
Canada 2007

The Status survey is a venture by Language Travel Magazine that aims to gather specific market data about all of the main language teaching markets in the world. Through our initiative, it is now possible to compare world market statistics. 
 
If you would like to see the complete breakdown of data, please visit www.hothousemedia.com/statuszone/ltmstatus/latest.htm where this information is available. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.


Key points
• Number of participating organisations in the Canada survey: 22

• Total number of students at the organisations in 2007: 48,700

• Total number of student weeks in 2007, estimated: 672,060

• Overall average length of stay in weeks: 13.8

• Average cost of a one-month course, excluding accommodation: CAN$968 (US$981)

• Average cost of residential accommodation per week: CAN$187 (US$189)

• Average cost of host family accommodation per week: CAN$208 (US$211)

• Average commission paid on a language course: 22 per cent

One institution paid commission on accommodation (of 10 per cent)

* For currency conversion rate, see page 7.


Means of recruiting students in Canada, 2007
Intensity of study (hours studied per week)
Agents 56%
Internet 8%
Local Bookings 14%
Other means 22
From 4 to 27
Overall average = 23

Total marketing spend by sector in %
Marketing budget by region (overall %)
Travel costs 31%
Agency costs 42%
Publicity costs 27%
Asia 46%
Latin America 21%
W Europe 12%
C&E Europe 7%
North America 7%
Middle East 6%
Other 1%

Top student nationalities in Canada by student weeks, 2007
Korean 25.7%
Japanese 15.4%
Brazilian 11.7%
Chinese 8.4%
Mexican 8.3%
Canadian 4.4%
Taiwanese 4.1%
Spanish 3%
German 2.6%
Swiss 2.6%

Student numbers by age range
8-11, 0%
12-15, 1%
16-18, 12%
19-24, 60%
25-30, 16%
31-50, 10%
51+, 1%

Observations
• Top nationalities at Canadian language schools remained largely unchanged on last year’s results (see LTM, April 2007, page 47). However, Korean students increased their lead over nearest rival Japan, up 6.8 percentage points to 25.7 per cent of market share. Meanwhile, Brazilian students were extremely numerous in 2007, up 7.7 percentage points on 2006.

• In terms of student recruitment, Internet usage increased by three percentage points this year but the most important method of recruitment remains agency usage, which climbed from 53 per cent to 56 per cent this year.

• Average length of stay for students at Canadian schools dropped to 13.8 weeks from 14.8 weeks.

• Price-wise, there was little change year-on-year, although residential stays were slightly more costly.


Thank you to the following institutions for taking part in our Status survey:

Access International English Language Centre, Toronto, ONT; Archer Education Group, various; Banff Education Centre, Canmore, AB; Canadian College of English Language, Vancouver, BC; Centre Linguista Canada, Vancouver, BC; Chelsea Language Academy, Toronto, ONT; College of New Caledonia, Prince George, BC; College Platon, Montreal, QC; East Coast School of Languages, Halifax, NS; Global Village English Centres Inc, various; Hansa Language Centre, Toronto, ONT; Heartland International English School, Winnipeg, MB; International Language Academy of Canada (ILAC), Vancouver and Toronto; International Language Schools of Canada (ILSC), Vancouver, BC; LSC Language Studies, Montreal, QC; Langara College, Vancouver, BC; North Island College, Courtenay, BC; St Mary’s University TESL Centre, Halifax, NS; Study Abroad Canada, Charlottetown, PEI; University of Victoria ELC, Victoria, BC; VanWest College, Vancouver, BC.

Status Survey statistics are based on figures supplied by a selection of individual schools. Not all survey respondents answered every question in the survey. Figures are, in some cases, rounded up or down to the nearest whole. All information is treated with the strictest confidence.


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


ACCOMMODATION
Britannia Student
      Services
Sara's New York
      Homestay LLC  
Educational Housing
      Services  

ASSOCIATIONS/GROUPS
International House
      World Organisation  
Languages Canada  
NAIS  
Perth Education
      
City  
Quality English Ltd.  

EVENTS
Alphe Conferences  
LTM Star Awards  

EXAM BOARDS
IELTS  

GUARDIANSHIP
COMPANIES
Bright World
      Guardianships  

SERVICES
Your World on
      Monday

TELECOM SERVICES
Business Telecom
      Systems  
GSM International  

TOURIST BOARDS
Malta Tourism
      Authority  

AUSTRALIA
Sun Pacific College  

AUSTRIA
Cultura Wien  

CANADA
Centre Linguista
      Canada  
College Platon  
Stewart College of
      Languages  
University of
      Toronto  

CHINA
Mandarin House  

ENGLAND
Bell International
      (Malta, UK) 
CES Swandean
      School of English
      (Ireland, UK) 
Concorde
      International
      Language Home
      Tuition   
      
(Argentina, Australia,
      Canada, England,
      France, Germany,
      Greece, Hawaii,
      Ireland, Italy, Malta,
      New Zealand,
      Russia,Scotland,
      Spain, Sweden,
      USA)
International House
      World Organisation  
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  
Queen Ethelburga's
      College  
Shane Global
      Language Centres  
South Thames
      College  
St Giles Colleges 
      (Canada, UK, USA)  
Study Group 
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,
      USA)
Twin Group 
      (Ireland, UK)

FRANCE
Home Language
      International  
SILC - Séjours
      Linguistiques
      (France, Spain, UK) 

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

JAPAN
ISI Language
      School  
Kai Japanese
      Language School  

MALTA
Clubclass
      Residential
      Language School  
LAL Malta  
Malta Tourism
      Authority  

SCOTLAND
Schoolhouse  

SOUTH AFRICA
Cape Studies  

SPAIN
ESADE-Executive
      Language  
Escuela
      Mediterráneo  
Idiomas Sí!  
International House
      Sevilla - CLIC  
Malaca Instituto -
      Club Hispanico SL  

SWITZERLAND
EF Language
      Colleges Ltd 
      (Australia, Canada,
      China, Ecuador,
      England, France,
      0Germany, Ireland,
      Italy, Malta, New
      Zealand, Russia,
      Scotland, Spain,
     USA)
Eurocentres
      International 
      (Australia, Canada,
      England, France,
      Germany, Italy,
      Japan, New Zealand,
      Russia, Spain,
      Switzerland, USA)

USA
ALCC - American
      Language
      Communication
      Center  
ELS Educational
      Services
      (Canada, China,
      Egypt, Indonesia,
      Japan, Korea,
      Kuwait, Malaysia,
      Oman, Panama,
      Qatar, Saudi Arabia,
      UAE, USA)
Global Immersions
      Inc  
Kaplan Aspect 
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South
      Africa, UK, USA)
Zoni Language
      Centers 
      (Canada, USA)