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Status:
Italy 2005
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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 |
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No. of participating organisations in the Italy survey: 12
Total no. of students at the organisations in 2005: 6,542 students
Total no. of student weeks in 2005, estimated: 18,318 weeks
Overall average length of stay: 2.8 weeks
Average cost of a one-month course, excluding accommodation: e584 (US$750)
Average cost of residential accommodation per week: e182 (US$233)
Average cost of host family accommodation per week: e222 (US$285)
Average commission paid on a language course: 21.5 per cent (from 15 to 30)
Three institutions paid commission on accommodation (from 5 to 17 per cent)
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Means of recruiting students in Italy, 2005
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Intensity of study (hours studied per week) |
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Agents 32%
Internet 27%
Local bookings 9%
Other means 32%
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From 20 to 22.
Overall average = 2o.3 |
Total marketing spend by sector in %
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Marketing budget by region (overall %)
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Publicity costs 55%
Agency costs 31%
Travel costs 14%
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W Europe 44.5%
N America 22%
Asia 15%
C&E Europe 7.5%
Latin America 5%
Australasia 4%
Middle East 2% |
| Top student nationalities in Italy by student weeks, 2005 |
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German 14.4%
Scandinavian/Finnish 10.2
Japanese 7.3%
Dutch 6.8%
US 5.7%
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British 5.5%
Austrian 5.2%
Swiss 5.1%
Korean 4.4%
Brazilian 3.2 % |
| Student numbers by age range |
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8-11, 0%
12-15, 0.5%
16-18, 11%
19-24, 25%
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25-30, 20.5%
31-50, 32%
51+, 11% |
| Observations |
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There have been some changes in the nationality mix this year, even though only three fewer schools took part in our survey this year than last year and the overall volume was similar, given the size of the survey. Japanese and US students remain important but Germans are now in number-one position, overtaking Swiss, while Scandinavian + Finnish students are in second position, coming from nowhere as they were not listed for 2004.
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The main change is the average length of stay, 7.2 weeks last year and just 2.8 weeks this year.
Agent usage to recruit students dropped slightly from 41% last year to 32% (see LTM, November 2005, page 45), but it was "other means" that made up the shortfall, as enrolments via the Internet and local bookings held steady.
Prices for tuition were comparable year on year.
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Thank you to the following institutions for taking part in our Status survey:
Accademia del Giglio, Florence; Centro Studi Idea Verona, Verona; Dilit - International House, Rome; Eurolinks, Amelia; Istituto Il David, Florence; Koine Center, various; Laboratorio Linguistico, Milazzo (Sicily); Omnilingua, San Remo; Romanica - Accademia Italiana di Lingua e Cultura, Modena; Il Sillabo, San Giovanni Vino; Solemar, Aspra/Palermo and Cefalu (Sicily); Sorrento Lingue, Centro Linguistico Internazionale, Sorrento.
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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.
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