|
|
|
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.
|
|
|
|
|
