|The total number of students placed by the 12 agencies in our survey was 3,024
Individual agencies placed between 43 and 725 students on courses per year
Average business growth was 19.8 per cent in the last 12 months
The average length of stay for Mexican students was eight weeks, ranging from three to 20 weeks
Overall, 74 per cent of Mexican students preferred host family accommodation when studying overseas
A higher proportion of agency clients were studying abroad for future work purposes, namely 27 per cent
Language learning is the most lucrative sector of the study abroad market for Mexican agents
|Most popular course requests
||Average percentage of agency business by sector
|1. Intensive 30%
2. General 18%
3. Summer vacation 15%
4. Language plus work experience 10%
5. Under/postgraduate study 7%
6. University foundation 7%
7. Junior 6%
8. Business 2%
9. Academic/exam prep 2%
10. GCSE/A-level/IB/ Pre-U 1%
||1. Language programmes 43%
2. Higher education 19%
3. Work & Travel 11%
4. Secondary education abroad 9%
5. Internships 8%
6. Volunteering programmes 1%
|Reasons for studying overseas
1. Future work 27%
2. Pleasure 26%
3. Further studies overseas 17%
4. Current work 8%
5. Further studies at home 8%
||1. Canada 42%
2. USA 16%
3. Germany 11%
4. UK 9%
5. France 6%
6. Ireland 4%
7. taly 4%
8. Australia 3%
9. China 1.5%
10. Japan 1%
11. Spain 0.5%
|How do agents recruit students?
||How do agencies find new schools to represent?
|1. Word-of-mouth 28%
2. Email/online marketing 21%
3. Website 18%
4. Mail shots 13%
5. Advertising in press 4%
6. Seminars to students 3.5%
7. Advertising on TV/radio 1%
||1. Internet 32%
2. B2B conferences 20%
3. Language fairs and student expos 18%
4. STM 15%
|Percentage of agents who recognised each of the following organisations
English Australia 50%
Languages Canada 90%
Groupement FLE 30%
Italian in Italy 60%
English NZ 30%
ABLS Accreditation 10%
English UK 60%
Accreditation UK (British
AAIEP/English USA 20%
Quality English 60%
There are some marked differences between this and last year’s analysis of the Mexican outbound student market, most notably only one of the agencies canvassed in our last survey (see STM April 2012, pages 20-21) took part again this year. Agencies were positive in their summary of the last 12 months; nine out of 12 agencies reported that business had increased, while three noted that business had remained stable. The Mexican outbound student market retained double digit growth, averaging 19.8 per cent compared with the previous result of 51.6 per cent.
Language and destination trends
The languages requested by Mexican students diversified this year. Previously, only English and French study programmes were requested by students, but this year Italian, Spanish, German, Portuguese, Japanese and Chinese programmes were also in demand from a selection of clients. Canada remained the most requested study destination (down 14 percentage points to 42 per cent), followed by the USA (16 per cent) and Germany (11 per cent), although enrolments in Germany accounted for all business for one agency in the last 12 months. The UK lost considerable marketshare compared with our last survey, down 15 percentage points. Non-English speaking destinations of note included France (six per cent) and Italy (four per cent).
Student and course trends
Objectives among clients varied, with 17 per cent learning abroad to continue education overseas, compared with 33 per cent previously. A further 27 per cent intended to study for future career purposes. Choice of course also varied in comparison to last year’s report, with clients more likely to choose intensive language programmes (30 per cent, up 12 percentage points) over general language programmes (18 per cent, down 25 percentage points). Average length of stay for Mexican students averaged at eight weeks, lower than the previous 14 weeks figure.
While language learning placements represented a significant portion of business among canvassed agencies (43 per cent), other sectors also proved lucrative in terms of enrolments. On average, 19 per cent of agency business was allotted to the HE sector, 11 per cent to work and travel and nine per cent to secondary school placements. Mexican agents reached out to new partners by using Study Travel Magazine (15 per cent), b2b conferences (20 per cent) and the Internet (32 per cent). Personal referrals (28 per cent) was the most common way to find new student clients. On average, canvassed agencies had worked with 34 schools representing nine different countries over the last 12 months.
One agency outlined that they planned to increase sales over the next 12 months and were in the process of planning a local fair to which language schools would be invited. Several others were confident that there would be business increases of between 25 and 40 per cent in the coming year.
• Mexico’s economy accelerated more than analysts expected in the fourth quarter of 2012. This was led by growth in agriculture, pushing annual growth to 3.9 per cent.
• Mexico’s gross domestic product rose 0.8 per cent from the third quarter in 2012, more than the 0.6 per cent median estimate in a Bloomberg survey of seven economists and up from a revised 0.4 per cent growth in the previous quarter. The economy as a whole grew 3.2 per cent compared with the same quarter the previous year the same as in the July to September period.
• Banco de Mexico reiterated in February that it may cut its target rate from a record-low 4.5 per cent if inflation continues to slow toward its three per cent target after consumer prices rose 3.25 per cent in January from a year earlier, the slowest pace since October 2011. The central bank said it’s more probable that growth will slow than pick up as risks exist of lower US expansion.
Mexican agents named a range of programmes they work with, including in Canada: Burnaby School District, Burnaby, BC; Cornerstone Academic College, Toronto, ON; Edu-inter, Quebec City, QC; Global Village, various; International House Vancouver, BC; International Language Academy of Canada (ILAC), various; ILSC Education Group, various; Pickering College, Newmarket, ON; Ridley College, St Catharines, ON; Study English in Canada, Toronto, ON; Tamwood International College, various. In Germany: GLS Sprachenzentrum, Berlin. In Ireland: Dorset College, Dublin; Emerald Cultural Institute, Dublin. In the UK: International House Newcastle; St Giles International, various. In the USA: International House New York. International: LSI; EC, Embassy CES; Eurocentres; Sol Schools International; Sprachcaffe International Language Plus.
Thank you to the following agencies for taking part in this survey:
Creatur Mayorista de Viajes; Intereducacion; CLASS Consulting; IH Mexico City; Ceilidh Tours; VETE Education and Travel; TK Tours; Regioenlace Europa; Edulynks; Estudiantes Embajadores de Mexico; Keers Viajes de Estudio; Vive la Educacion.