November 2010 issue

Agency News
Agency Survey
Market Report
Direction I
Direction II
Direction III
Special Report
Course Guide
Regional Focus

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Brazil bounces back

With Brazil emerging strongly from the global recession, the language travel industry has seen a surge in bookings, with Canada leading the pack of top destinations buoyed by its favourable work regulations.

Key points
• The total number of students placed by the 12 agencies in our survey was 14,554

• Individual agencies placed between 20 and 8,000 students on language courses each year

• Average business growth was 17.4 per cent

• The average length of stay for Brazilian students was 8.5 weeks

• Overall, 70 per cent of Brazilian students stayed with host families when studying overseas

17 per cent of Brazilian students take a work and travel programme

67 per cent of the agencies in our survey charged a handling fee, of between US$50 and US$200

Top destinations Most popular courses
1. Canada 39%
2. USA 19%
3. UK 17%
4. Australia 6%
5. Ireland 5%
5. New Zealand 5%
7. South Africa 3%
8. Spain 1%
Others 5%
1. General 37%
2. Intensive 28%
3. Work 12%
4. Business 8%
5. Junior 8%
6. Summer 5%
Other 2%

Reasons for language travel Average percentage agency business
1. Current work 33%
2. Future work 31%
3. Studies at home 16%
4. Studies overseas 15%
5. Pleasure 3%
Unknown 2%
1. Language programmes 56%
2. Work & travel 17%
3. High school 8%
4. Higher education 7%
5. Internships 3%
6. Volunteer 2%
Other 7%

How do agencies recruit students?
How do agencies find new business partners?
1. Word-of-mouth 40%
2. Website 17%
3. E/online marketing 10%
4. Advertising in press 9%
5. Mail shots 7%
6. Seminars to students 5%
7. TV/radio 3%
Other 9%
1. Language fairs and expos 30%%
2. Workshops 29%
2. Internet 14%
2. LTM/ETM 10%
Other 17%

Percentage of agents who recognised each of the following organisations
Acpet 20%
English Australia 90%

Languages Canada 100%

Souffle 30%
Groupement FLE 20%
L'Office 20%
Unosel 20%

MEI 70%

Asils 20%
Italian in Italy 10%

Feltom 40%

New Zealand
English NZ 80%
Aeple 20%

South Africa
EduSa 40%

Fedele 70%

ABLS 10%
English UK 70%
British Council 100%

Accet 50%
CEA 20%

Eaquals 40%
Ialc 70%
IHWO 50%
Quality English 40%
Tandem 50%

Market growth
Following negative growth in 2009 owing to the adverse economic environment, the Brazilian language travel industry has bounced back in 2010, with just over 58 per cent of the agencies that took part in this issue’s survey reporting an increase in student bookings of between 10 and 56 per cent compared with the previous year. Only one agency reported a decline in bookings, while a further 25 per cent of agencies said their bookings had remained the same. Overall, across all respondents’ businesses, enrolments soared by an average of 17.4 per cent in comparison to the previous year. The reason for the favourable performance was mainly anchored in Brazil’s economic recovery and the stability of its currency, while one agency mentioned that they were on a steep growth curve as it was only their second year of business, and another put their favourable performance down to their focus on group travel.

Language and destination trends
Canada remained the number-one choice among Brazilian language travellers – 75 per cent of respondents said this was their top destination – accounting for an overall 39 per cent of enrolments. Second-placed USA gained a couple of percentage points on last year, as did the UK, which remained in third place this year. Interestingly, South Africa is becoming a popular destination among Brazilians, taking seventh place with a share of three per cent this year after not featuring at all in the top destinations league table last year. With the top seven destinations being English-speaking countries, it is no surprise that English is the language chosen by 86 per cent of Brazilian language travellers, while Spanish accounted for six per cent of bookings this year compared with 8.5 per cent last year.

Student and course trends
Work was a motivating factor behind the decision of many Brazilian language travellers to take a language course overseas. According to the agencies in this year’s survey, most students wanted to take a course for their current work, with the second most prevalent reason being for their future work. This is also reflected in enrolment trends; while 56 per cent of enrolments were for language courses only, a further 17 per cent were for work and travel programmes. This could also be a reflection of the favourable working visa regulations in Canada, Brazilian’s top destination. High school programmes also featured strongly this year (eight per cent).

Agency business
Brazilian agencies attracted a majority of their clients (40 per cent) through word-of-mouth recommendation, while website bookings accounted for only 17 per cent of enrolments. Sixty-seven per cent of Brazilian agents charged students a handling fee of between US$50 and US$200. When it comes to finding new schools with which to work, the main source of new partners for Brazilian agencies was language fairs and student expos, followed by workshops.

Looking ahead
If the economy and currency remain stable, the outlook for the Brazilian language travel market appears rosy for the foreseeable future. This, coupled with increased marketing plans by many, an expansion of branches by one agency and a focusing on high school and work and travel programmes, points to healthy growth.

Economic overview

• Latin America’s largest economy, Brazil has pulled itself out of the worst of the global recession. Posting new stock market highs and decreasing unemployment, along with all-time low lending rates, Brazil is currently one of the strongest economic powers in the world.

• Brazil’s economy recorded an 8.8 per cent growth in the second quarter of 2010 compared with 2009. However, growth slowed in the second quarter of 2010 in comparison to the first quarter and annual inflation in July was the lowest in six months.

• Brazil is expected to post annual average economic growth of 5.7 per cent from 2010 to 2014.

Source: Bloomberg.com, Business Monitor, Reuters.com

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.






International Students House  

British Council  
English Australia  
Groupement FLE  
International House World Organisation  
IALC International  
Languages Canada / Langues Canada  
MEI Ireland  
Neas Australia  
Quality English  

Globus Education Agency  
IEFT- International Education Fairs of Turkey  

Cambridge Esol  

Dr. Walter GmbH  
Student Guard Insurance  

LTM Digital  
Student Marketing  

Cyprus Tourist Office  
Malta Tourism Authority  

Twin Group  

Academies Australasia  
Bond University  
Browns English Language School  
Carrick Institute of Education  
La Trobe University  
Language Studies International  
Neas Australia  
Pacific Gateway International College  
Shafston International College  
Universal English College (Global Village Sydney)  
University of Tasmania  
University of Western Australia  
University of Western Sydney College  

Ecela - Latin Immersion  

Ceran Lingua International  

Berlitz Canada   
Bow Valley College  
Braemar International College  
Camosun College  
Capilano University  
College Platon  
East Coast School of Languages  
English Bay College  
English School of Canada  
Eurocentres Canada  
Geos North America  
Global Village  
Guard.me Insurance  
International Language School of the YMCAs Quebec  
LSC Language Studies Canada  
National School of Languages  
Niagara College  
Ottawa International Student Programmes (OISP)  
Queen's University  
Saint Mary's University  
School District No. 42 Maple Ridge & Pitt Meadows  
Stewart College of Languages  
St Giles Colleges  
Study Abroad Canada  
Thompson Rivers University  
Vancouver English Centre  
VanWest College  

Cyprus Tourist Office  
Language Conquests  
The Language Explorer  
Xenion High School  

Tandem Santiago  

Mandarin House  

Intensa Spanish Language School  

Study Team Cuba  

IH Cairo  

Active Learning  
British Study Centres  
Bury Language School  
Cambridge Education Group  
English Language Centre Brighton & Hove  
English Studio  
Excel English Language School  
Hampstead School of English  
Hove College  
International House London  
INTO University Partnerships  
Kaplan International Colleges  
King's Colleges  
LAL Language Centres   
Language in Group  
Malvern House College London  
Quality English  
Queen Ethelburga's College  
Sedbergh School  
Spinnaker College  
St Clare's Oxford  
St Giles Colleges  
Study Group  
TUI Language   
Twin Group  
University of Essex - International Academy  
Wimbledon School of English  

Accent Francais  
Alpha B - Institut Linguistique  
College International de Cannes  
Ecole PERL  
Ecole Suisse Internationale  
Education En France  
Institut de Langue et de Culture Françaises - ILCF  
Langue Onze Toulouse  
Le Franc Parler   
LSF Montpellier  
Lyon Bleu International  
Media Langues Caraibes   
Paris Langues / Club CEI des 4 Vents  

GLS Sprachenzentrum  
International House Berlin - Prolog  
F & U Academy of Languages   

Media Langues Caraibes  

Academia de Espanol Probigua  

Cork English College /Language & Activity Holidays  
Dublin International Foundation College  
Galway Cultural Institute  
Horner School of English  

Alpha School of English  
Clubclass Residential Language School  
EC English Language Centre  
English Language Academy  
Feltom (Via Malta Tourism Authority)  

Habla Ya Language Center  

Derzhavin Institute  

EAC Language Centres and Activity Camps  
University of Stirling  

CLIC-IH Seville   
Malaca Instituto - Club Hispanico SL  
Malaga Si  
Inturjoven Spanish Courses  
Pamplona Learning Spanish Institute   

EF Language Colleges Ltd  
ESL Ecole Suisses de Langues  
Eurocentres International  

Hargrave Military Academy  
Julian Krinsky Camps & Programs  
Language Consultants International  
University of California Riverside  
University of San Diego  
Zoni Language Centers  

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