May 2013 issue

News Round Up
Inside the industry
Agency Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Special Report
Course Guide
Regional Focus
Market Analysis

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Mexican spice

Canada continues as lead destination for Mexican agencies. Meanwhile, there was more variety in terms of programme requests.

Key points
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%
General 18%
Summer vacation 15%
Language plus work experience 10%
Under/postgraduate study 7%
University foundation 7%
Junior 6%
Business 2%
Academic/exam prep 2%
GCSE/A-level/IB/ Pre-U 1%
Other 2%
1. Language programmes 43%
Higher education 19%
Work & Travel 11%
Secondary education abroad 9%
Internships 8%
Volunteering programmes 1%
Other 9%

Reasons for studying overseas Top destinations

1. Future work 27%
2. Pleasure 26%
Further studies overseas 17%
Current work 8%
Further studies at home 8%
Other 14%

1. Canada 42%
USA 16%
Germany 11%
UK 9%
France 6%
Ireland 4%
7. taly 4%
Australia 3%
China 1.5%
Japan 1%
Spain 0.5%
Other 2%

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%
Other 11.5%
1. Internet 32%
2. B2B conferences 20%
3. Language fairs and student expos 18%
STM 15%
Other 15%

Percentage of agents who recognised each of the following organisations
Acpet 10%
English Australia 50%
NEAS 10%

Languages Canada 90%

Groupement FLE 30%
Souffle 20%
L’Office 0%
Unosel 0%

MEI 30%

Asils 0%
Italian in Italy 60%

Feltom 20%

New Zealand
English NZ 30%

Aeple 0%

South Africa
EduSA 10%

Fedele 20%

ABLS Accreditation 10%
English UK 60%
Accreditation UK (British
Council) 80%

AAIEP/English USA 20%
Accet 30%
CEA 40%

Eaquals 20%
Ialc 40%
Quality English 60%
Tandem 40%
IHWO 60%

Market growth

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.

Agency business

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.

Looking ahead

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.

Economic overview

• 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.

Source: Bloomberg.com

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.

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Study Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.






Global Immersions Inc  
Sara's New York Homestay LLC  

English Australia  
English in Chester  
Groupement FLE  
International House World Organisation  
Quality English  

Australian Institute of Professional Education  
Impact English College  
Ability English  
Academia International Collegs  
Access Macquarie Limited  
Cairns Language Centre / Eurocentres Cairns  
English Australia  
English Language & Foundation Studies Centre  
ILSC Australia  
UNSW Global Pay Limited (University of New South Wales)
CERAN Lingua International  

Georgian College  

Bell International  
English 100  
International Education Connect  
English in Chester  
GSM (Greenwich School of Management)  
International House World Organisation  
INTO University Partnerships  
Kaplan International Colleges  
Prime Education  
LAL Language Centres Holding Ltd  
Lexis London LTD  
London School of Business & Finance  
TUS Advertising  
Cambridge Education Group  
St Giles International  

Cambridge Esol  

Tadra Institute  

Accent Francais  
Alliance Franšaise Lyon  
Centre Universitaire d'╔tudes Franšaises  
Ecole France Langue  
Groupement FLE  
Institut de Touraine  
ILCF Institut Catholique de Paris  
Institut Linguistique Adenet  
IS Aix-en-Provence  
ISEFE - UniversitÚ de Savoie  
Langue Onze Toulouse  
Lyon Bleu International  
Paris Langues / Club CEI des 4 Vents  
IMLC (Inter-Media Langues Cara´bes)  

English For Asia  

Centre of English Studies  
IH Dublin  
Travelling Languages - Think Ahead LTD  

Chef Academy  

Manabi Japanese Language Institute  
Yokohama International Education Academy  

Malta Tourism Authority  

City Education Language School  
EC Cape Town  
EF International Language Centers  
English Language School Cape Town  
Eurocentres International  
Good Hope Studies  
International House Cape Town  
inlingua Language Training Centre Cape Town  
Interlink School of Languages  
Jeffrey's Bay Language School  
Kurus English CC  
LAL Cape Town  
Language Link College  
Language Teaching Centre  
Rosebank Progress College  

Malaca Instituto - Club Hispanico SL  

EF International Language Centers  
Eurocentres International  

Malta Tourism Authority  

Besant Hill School  
ELS Language Centers  
Felician College  
Glenholme School  
Global Immersions Inc  
University of Arizona  
University of California Berkeley  
University of California San Diego  
University of Colorado Denver  
Valley Forge Military Academy  
Zoni Language Centers  

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