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May 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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Status:
Ireland 2009

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 click here. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.

Key points

• Number of participating organisations in Ireland survey: nine
• Total number of students at the organisations in 2009:
15,463
• Total number of student weeks in 2009, estimated:
58,759
• Overall average length of stay in weeks:
3.8
• Average cost of a one-month course, excluding
accommodation:
E1,082 (US$1,482)
• Average cost of residential accommodation per week:
E199 (US$273)
• Average cost of host family accommodation per week:
E220 (US$301)
• Average commission paid on a language course:
21
Two of the institutions profiled paid commission on
accommodation


Means of recruiting students in Ireland 2009 Intensity of study (hours studied per week)

Agents 55%
Internet 21%
Local bookings 8%
Other means 16%

From 15 to 35 hours per week

Average = 22 hours


Total marketing spend by sector in %
Marketing budget by region (overall %)

Agency costs 46%
Publicity costs 26%
Travel costs 28%

W Europe 61.5%
C&E Europe 13%
Asia 10%
Latin America 7%
N America 5.5%
Middle East 3%


Top student nationalities in Ireland by student weeks, 2009

1. Italian 30%%
2. Spanish 23%
3. Brazilian 13%
4. Korean 5%
5. Austrian 4%

6. French 4%
7. Irish 3.5%
8. German 2%
9. Japanese 2%
10. British 1%


Student numbers by age range

8-11        0.1%
12-15      20.2%
16-18      35.4%
19-24      20.8%

25-30      15%
30-50      6.4%
50+          2.1%

Observations
• Italians continue to dominate the nationality mix at Irish language schools, accounting for 30 per cent of total students enrolled, up 2.6 percentage points on 2008. The Asian contingent were less prevalent in 2009, with Koreans dropping from third to fifth position. One school reported an influx of Mexican students, however, this result has been omitted from the poll as it was not an industry-wide trend.

• Over half of all students recruited came via an agency (55 per cent).

• Forty-six per cent of a school’s marketing budget was allotted to agency costs (compared with 38 per cent in 2008). Interestingly, despite the recession, schools continued to allocate more than a quarter of their marketing spend to travel costs (26 per cent).

• Overall, average length of stay was estimated at 3.8 weeks (compared with 6.6 weeks in 2008), perhaps denoting a preference for short-term courses by students going to Ireland.


Thank you to the following institutions for taking part in our Status survey: ATC Language & Travel, Bray; Aisling Ireland, Dublin; Berlitz Language Centre, Dublin; Centre of English Studies, Dublin; Oideas Gael, Gleann Cholm Cille; iStudy International (ISI), Dublin; Delfin English School, Dublin; Slaney Language Centre, Co. Wexford; Killarney School of English, Killarney.

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  
Nido Student Living  

ASSOCIATIONS/GROUPS
English Australia  
Feltom Malta  
International House
      World Organisation  
NEAS Australia  
Quality English  

EVENTS
Alphe Conferences  
WYSTC  

EXAM BOARDS
Cambridge Esol  
IELTS  

GUARDIANSHIP
COMPANIES
Brightworld
      Guardianships  

INSURANCE
PROVIDERS
Dr. Walter GmbH  

SERVICES
InTouch  
LTM Star Awards  

TOURIST BOARDS
Malta Tourism
     Authority  

ARGENTINA
Ecela - Latin
      Immersion  

AUSTRALIA
Bond University  
Carrick Institute
      of Education  
International
      House Sydney  
La Trobe University  
Language Studies
      International  
Pacific Gateway   
      International College  
Shafston
      International College
Universal English
      College
      (Global Village
      Sydney)  
University of
      Tasmania  
University of
      Western Australia  
University of
      Western Sydney
      College  

CANADA
International
      House Toronto &
      Calgary  

CHINA
China study
      Abroad  
IH Xi'an  
iMandarin
      Language
      Training Institute  

ENGLAND
International
      House Newcastle  
Kaplan Aspect  
      (Australia, Canada,
      Ireland, Malta, New
      Zealand, South
      Africa, UK, USA)
LAL Language
      and Leisure  
      (Canada, Cyprus,
      Ireland, England,
      South Africa, Spain,
      Switzerland, USA)
Malvern House
      College London  
Kings Colleges
      (Prime Education)  
Spinnaker College  
St Giles Colleges
      (Canada, UK, USA) 
Study Group  
      (Australia, Canada,
      England, France,
      Germany, Ireland,
      Italy, New Zealand,
      South Africa, Spain,
      USA)
Thames Valley
      Summer Schools  
Queen Ethelburga's
      College  
Twin Group  
      (Ireland, UK)
University of
      Essex -
      International
      Academy  
Wickham Court
      School  

FRANCE
International
      House Nice  

GERMANY
International House
      Berlin - Prolog  

HONG KONG
Q Language Ltd  

IRELAND
Alpha College of
      English  
Galway Language
      Centre  
MEI Ireland  
University of
      Limerick  

ITALY
International
      House Palermo  

JAPAN
Tamagawa
      International
      Language School  

MALTA
Clubclass
      Residential
      Language School  
Feltom Malta  
inlingua Malta  
International House
      Malta-Gozo  

NEW ZEALAND
Dominion English
      Schools  

SPAIN
International House
      Cadiz  
International House
      Corboba  
International House
       Madrid  
International House
      Sevilla - CLIC  
International House
      Valencia  
Malaca Instituto -
      Club Hispanico SL  
Pamplona Leraning
      Spanish Institute; 

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

USA
IH New York  
Meritas LLC  
University of
      California San Diego  
Zoni Language
      Centers  
      (Canada, USA)



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