November 2004 issue

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Agency Survey
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Status Survey

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Status: Italy 2003

The Status survey is a venture by Language Travel Magazine, which gathers specific market data about all of the main language teaching markets in the world. For the first time, it is possible to compare world market statistics. 

If you would like to see the complete breakdown of data, including marketing spend per region and marketing budget analysis, and you are an agent (or a school that has completed or intends to complete the Status survey), please send us an email containing 'Status survey web address' in the subject heading. We will then forward the web address to you.

Key points
Number of participating organisations in the Italian survey: 9

Total number of students at the nine organisations in 2003: 5,774

Total nunmber of student weeks in 2003, estimated: 24,251

Overall average length of stay in weeks: 4.2

Average cost of a one-month course, excluding accommodation: Euro544 (US$658)

Average cost of residential accommodation per week: Euro137 (US$166)

Average cost of host family accommodation per week: Euro202 (US$244)

Average commission paid on a language course: 20 per cent (from 4 to 20)

Two institutions paid commission on accommodation (from 5 to 10 per cent)

Means of recruiting students in Italy, 2003 Intensity of study (hours studied per week)
Agents 48%
Other means 21%
Internet 18%
Local bookings 13%
From 15 to 40
Overall average = 22.5

Top student nationalities in Italy by student weeks, 2003
Japanese 22.2%
Korean 17%
+ Finnish 8%
US 7%
German 6.2%
Mexican 4.2%
Saudi Arabian 3.7%
Brazilian 3.5%
Turkish 3.4%
Austrian 3%

Student numbers by age range
8-11, 0%
12-15, 3%
16-18, 11%
19-24, 37%
25-30, 21%
31-50, 17%
51+, 11%

Although a different range of schools took part in our survey, compared with the previous Italian Status survey (see LTM, October 2003, page 44), prices remain comparable year on year for both tuition and accommodation.

Japanese students overtook Americans to be in the number-one position this year, while the US market share dropped from almost 20% to 7%. German and British market share in

terms of student weeks was also down on last year, while Koreans figured in the top ten for the first time.

The average length of stay crept upwards from last year's figure of 3.5 weeks to 4.2 weeks.

Agent usage doubled from just 23% last year to 48%, while Internet bookings dropped. This could be explained by the different range of schools in our survey.

Thank you to the following institutions for taking part in our Status survey:
Accademia del Giglio, Florence; British Institute of Florence, Florence; Giacomo Leopardi Center, Belforte All'Isauro; Istituto Il David, Florence; Lingua Si, Orvieto; Linguaviva, various; Omnilingua, Sanremo; Rimini Academy, Rimini; Il Sillabo, San Giovanni Valdarno.
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