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Slow year in Brazil
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Mixed reports came out of Brazil this year but the overwhelming message was that 2009 was a stagnant business year, although many companies are optimistic that 2010 has better things in store.
| Key points |
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| • The total number of students placed by the 24 agencies in our survey was 15,705
• Typical business growth declined by -2 per cent
• Canada was the most popular destination for Brazilian students, with the USA still in second position
• The average length of stay for outbound students was seven weeks
• Work & Travel placements accounted for 16.5 per cent of overall agency business
• Meanwhile, language plus work courses were the joint-second most popular type of programme
• 92 per cent of agencies charged clients a handling fee
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| Top destinations |
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Most popular courses |
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1. Canada 38%
2. USA 16.5%
3. UK 15.5%
4. Ireland 8%
5. Australia 7.5%
6. Spain 3.5%
7. New Zealand 3%
8. Germany 1%
8. France 1%
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1. General 39%
2. Intensive 17%%
2. Language and work experience 17%
4. Summer vacation 10.5%
5. Junior 5.5%
6. Business 5%
7. Academic prep. 3%
other 3% |
| Top languages |
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Average percentage agency business |
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1. English 84%
2. Spanish 8.5%
3. French 3.5%
4. Italian 1.5%
5. German 0.5%
Other 2%
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1. Language progr. 61%
2. Work & travel 16.5%
3. Higher education 6.5%
4. Internships 3.5%
4. Volunteer 0.5%
Other 12% |
How do agencies recruit students?
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How do agencies find new business partners? |
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1. Word-of-mouth 50.5%
2. Website 18.5%
3. E/online 10.5%
4. Seminars to students 7%
5. Advertising in press 5%
5. Mail shots 2.5%
6. Advertising on tv/radio 2%
Other 4%
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1. Fairs and expos 35.5%
2. Workshops 28%
3. Internet 18%
4. LTM/ETM 11.5%
5. Other press 0.5%
Other 6.5%
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| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 37%
English Australia 75%
Canada
Languages Canada 83%
France
Souffle 37%
FLE.fr 21%
L'Office 21%
Unosel 12%
Ireland
MEI 79%
Italy
Asils 21%
Italian in Italy 21%
Malta
Feltom 50%
New Zealand
English NZ 92%
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Portugal
Aeple 4%
South Africa
EduSa 16%
English SA 33%
Spain
Fedele 71%
UK
ABLS 8%
English UK 92%
British Council 100%
USA
AAIEP 50%
Accet 58%
CEA 8%
UCIEP 8%
International
Eaquals 42%
Ialc 75%
Quality English 71%
Tandem 21%
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Market growth
There was a really mixed performance among the 24 education agencies in Brazil that took part in this month’s Agency Survey, with some noting a decline in business of up to 50 per cent on last year and others posting a business growth of 40 per cent. Without doubt, the world economic crisis and swine flu were labelled as the culprits for any decline noted in business, while some of those companies posting more positive results attributed this to more marketing or a better currency exchange rate in some cases. Overall, however, there was a telling negative growth rate of –2 per cent, summing up the difficult year that many Brazilian agencies feel they have experienced, with plane crashes and job losses also hampering client confidence.
Language and destination trends
Canada remained the most typical study destination for Brazilian students, and amazingly, kept an exact 38 per cent of market share, mirroring the statistic reported in last year’s survey of 26 Brazilian agencies (see LTM, October 2008, pages 18-19). The UK, possibly because of its real affordability this year given the weakness of the pound, gained significant market share, however, up from seventh position last year with a three per cent share to third position this year, with 15.5 per cent of students studying there. Ireland nudged ahead of New Zealand this year into fifth position. As last year, Spanish was clearly the second most requested language after English.
Student and course trends
General and intensive courses remain typical enrolments, but this year, language plus work programmes matched demand for intensive courses, in joint-second ranking. The interest in work-related language study is borne out by the fact that work & travel placements account for 16.5 per cent of agency business. Current or future work was by far the biggest motivator for overseas study – agencies estimated that 67 per cent of all students travelled for these reasons. Almost 73 per cent of students requested host family accommodation; a change from the Spanish market, for example, when 38 per cent wanted residential lodging, compared with just 19.5 per cent of Brazilians (see LTM, September 2009, pages 24-25). Average length of stay was seven weeks, down from nine weeks previously.
Agency business
Agencies represented, on average, 65 schools in 17 countries, but had worked with just 23 schools in the last 12 months, suggesting significant loyalty to key partners. To recruit new clients, word-of-mouth and a company’s website remained the most important marketing methods, although agencies reported that – in a new category not included last year – 10.5 per cent of business was yielded through e/online marketing. In terms of meeting new school partners, fairs & expos gained slightly on last year’s joint-first ranking to be rated above workshops as the main way to meet new partners.
Looking ahead
There is definitely optimism in the air, as many agencies predict that the economic crisis is waning and English proficiency continues to be important. As one respondent said, “Despite the high dollar rate, students are still investing in education and learning another language is extremely important for any career nowadays.”
Economic overview
• Brazil’s economy slipped into recession in the fourth quarter of 2008 and the first quarter of 2009, but there are reports that it is set for an upturn, with recovering consumer confidence and falling unemployment.
• Brazil’s total outstanding loans rose 2.6 per cent in July, another sign that the economy is robust. Bank lending is a sign of recovery in economies.
• Brazilian Central Bank President, Henrique Meirelles, said in August that GDP growth “north of” four per cent in 2010 was “not too optimistic”, while experts predict a GDP rate of –0.30 per cent by year-end 2009.
Sources: Bloomberg, Reuters, WSJ, BAAC.
Brazilian agencies named a range of language programmes they work with, including, in Australia: ABC College, Sydney, NSW; Browns Colleges, Gold Coast, QLD; Shafston College, Shafston, QLD. In Canada: English Bay College, Vancouver, BC; Cornerstone Academic College, Toronto, ON; Hansa Language Centre, Toronto, ON; ILAC, various; Global Village, various; KGIC, various; LSC, various; PLI, various; Study English in Canada, various; Tamwood International, various; Vancouver English Centre, Vancouver, BC. In Ireland: Galway Cultural Institute, Galway; ISI, Dublin; London College Dublin, Dublin. In Germany: did, various. In Mexico: Don Quijote, Puerto Vallarta. In France: France Langue, Paris; Sprachcaffe, Paris. In Spain: ABC College, Barcelona; Malaca Instituto, Malaga. In New Zealand: Crown Institute of Studies, Auckland. In South Africa: Cape Studies, Cape Town. In the UK: ELC Bristol, Bristol; Hampstead School of English, London; London School of English, London; Malvern House, London; Twin Towers College, London. In the USA: ELS, various; FLS International, Boston, MA; New England School of English (NESE), Cambridge, MA; Work & Travel CIEE, Chicago, IL. Worldwide: Bell; EC; Embassy CES; Enforex; Geos; IH; Kaplan Aspect; LSI; Pacific Gateway International.
Thank you to the following agencies for taking part in our survey: 2001 Travel; BEX, Rio; BEX, Salvador; BtoW – Brazilians to the World; Britannia International English; Education Abroad Intercambio Cultural; ETC Exchange and Travel Company; Going Intercambio & Turismo; Gran Via Agencia de Viagens e Turismo; Greensystem Intercambio; Intercultural – Cursos No Exterior; Link Viagens Culturais; Maadri Ortiz Viagens e Turismo; Mix Intercambio Cultural; Mundo Afora Intercambio; N&M Intercambios; NR Intercambio; S7 Study; Scala Mundi Turismo; Study N Travel – Intercambio; Trek Viagens e Intercambio; Via Mundo Intercambio; Upward Study Abroad & Travel; World Study Educacao Intercultural.
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