November 2011 issue

Business Focus
Advisor Survey
Market Report
Special Report
Course Guide
Regional Focus

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Italy steady

Despite a sluggish economy and the threat of Italy being embroiled in the eurozone debt crisis, the study abroad market notched up some growth in 2011.

Key points
• The total number of students placed by the 11 agencies in our survey was 3,121

• Individual agencies placed between one and 1,000 students on courses each year

• Average business growth was 8.4 per cent

• The average length of stay for Italian students was four weeks

• Overall, 58 per cent of Italian students stayed in residential accommodation when overseas

28 per cent of Italian students were motivated to study abroad for future work purposes

45 per cent of the agencies in our survey charged a handling fee of between e50 (US$69) and e150 (US$205)

Top destinations Most popular courses
1. UK 66%
2. France 13%
3. Ireland 9%
4. USA 6%
5. Malta 2%
6. Germany 1.5%
7. Australia 1%
7. Canada 1%
Others 0.5%
1. General 36%
2. Junior 28%
3. Intensive 15%
4. Summer 13%
5. Business 3%
6. Academic prep 2%
7. Language plus work%
Other 1%

Reasons for study travel Average percentage agency business
1. Future work 28%
2. Studies at home 25%
3. Overseas studies 19%
4. Pleasure 14%
5. Current work 11%
No reply 3%
1. Language programmes 88%
2. Work & travel 5.5%
3. Internships 4%
4. Higher education 2%
5. High school 0.5%

How do advisors recruit students?
How do advisors find new business partners?
1. Word-of-mouth 44%
2. Website 25%
3. E/Online marketing 12%
4. Seminars 4%
5. Mail shots 6%
6. Advertising in press 2%
Other 10%
1. Workshops 45%
1. Internet 22%
3. STM 6%
4. Language fairs & expos 6%
Other 21%

Percentage of advisors who recognised each of the following organisations
Acpet 36%
English Australia 82%
NEAS 27%

Languages Canada 64%

Souffle 64%
Groupement FLE 0%
L'Office 18%
Unosel 18%

MEI 73%

Asils 73%
Italian in Italy 55%

Feltom 55%

New Zealand
English NZ 46%
Aeple 0%

South Africa
EduSa 18%

Fedele 64%

ABLS 64%
English UK 91%
British Council 100%

Accet 55%
CEA 18%

Eaquals 55%
Ialc 91%
IHWO 100%
Quality English 91%
Tandem 64%

Market growth
Although growth in the Italian study abroad market slowed in 2011 owing to the uncertain economic climate, 72 per cent of advisors that took part in this issue’s survey reported a hike in student enrolments of between five and 40 per cent. Only two advisors experienced a decrease of up to 25 per cent, while one reported numbers had remained the same. Overall, average growth in student numbers was 8.4 per cent, quite an achievement given the economic situation, although this year’s growth rate pales in comparison to last year’s 17 per cent rise in numbers (see LTM, December 2010, pages 28-29).

Language and destination trends
English courses accounted for just over 82 per cent of the bookings taken by Italian advisors, while French was the second most popular language requested, accounting for almost 13 per cent of bookings, compared with only two per cent last year. This, however, is owing to the fact that two large advisory centres that took part in our survey this year both sent up to a quarter of their clients on French language courses. Italian language travellers tended to favour European destinations, with just over 66 per cent of bookings accounted for by the UK, 13 per cent for France and nine per cent for Ireland. Long-haul destinations were less popular with just over six per cent of students choosing to study in the USA and one per cent each studying in Australia and Canada.

Student and course trends
The main motivating factor for taking a study abroad programme for Italian clients was for their future work, with around 28 per cent booking a programme for this reason. This was down on the 37 per cent recorded previously. This year, significantly more – 19 per cent compared with seven per cent last year – were taking a course for their studies overseas. Learning a language for their studies at home was the reason why a quarter of students booked a study abroad programme this year, while learning a language for pleasure was more popular this year than last, up five percentage points to 14 per cent. Looking at course trends, while general courses remained the number one choice, their share slipped from 47.5 per cent to 36 per cent this year. Junior programmes accounted for a larger proportion of bookings (28 per cent), while there were fewer bookings for language plus work programmes (two per cent compared with nine per cent).

Advisor business
Language course bookings made up the lion’s share of advisor business this year (88 per cent), with work and travel being the second most important sector with 5.5 per cent. Although a higher proportion of students were motivated to learn a language for their studies overseas, only two per cent of business was for higher education. In terms of client recruitment tools, personal endorsement accounted for 44 per cent, with advisor websites generating another 25 per cent of client enrolments.

Looking ahead
Looking to the year ahead Italian advisors are relatively optimistic. One agency that experienced a downturn in bookings this year believed business would turnaround in the coming year. Another indicated that they hoped to increase student numbers by 30 per cent by boosting bookings for Spain, Germany, Malta and France and maintaining the current levels in the UK and Ireland.

Economic overview

• Italy is the world’s eighth largest economy with a public debt of around e1.8 trillion (US$2.4 trillion), equivalent to around 120 per cent of its national output.

• Italy’s economy increased by 1.3 per cent in 2010, less than the euro area average. Domestic demand was weak, and unemployment rose, although it is still below the euro area average.

• In the first quarter of 2011, Italy’s economy grew again, albeit by just 0.1 per cent. Further growth is forecast to remain slow. Some sources believe that the eurozone’s third-largest economy risks being caught up in the debt crisis.

Sources: bbc.com; Istat

Italian advisory study centres named a range of language programmes they work with, including, in Australia: Einstein College, Melbourne, VIC. In Canada: LSC, various. In France: Lyon Bleu, Lyon. In Germany: Horizonte, Regensburg. In Ireland: Bray Language Centre, Bray; GCI, Galway; Killarney School of English, Killarney; Pace Language Institute, Bray. In Malta: Clubclass Residential Language School, Swieqi. In Spain: Malaca Instituto, Malaga. In the UK: Absolute English, Warwick; Cambridge Academy of English, Cambridge; Country Cousins, Ilfracombe; Embassy CES, Cambridge; ELC, Bristol; Exsportise, various; Klub Group, Stowmarket; Skola Group, various; Southbourne School of English, Bournemouth; Stafford House, Canterbury; The English Studio, London; Twin Centres, Eastbourne. In the USA: University of California, Irvine, California, CA. International: EC Language Centres; Global Village; International House; Language Studies International.

Thank you to the following advisory study centres for taking part in this survey: Across the World; ALCE Study Abroad; Babel Language Projects; Coming; Godspeed; I Viaggi del Professore; Il Centro; Indirizzo Inghilterra; International Education Consultants (IEdC); International House Milano; Language Data Bank.

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.






English Australia  
English UK North  
Feltom Malta  
Ialc International  
International House World Organisation  
Languages Canada / Langues Canada  
Quality English  

Cambridge Esol  

Dr. Walter GmbH  

LTM Digital  
Your World On Monday  

Malta Tourism Authority  

St Giles International  
Twin Group  

Pasantias Argentinas  

Ability Education  
Bond University  
Carrick Institute of Education  
English Australia  
English Language & Foundation Studies Centre  
English Language Company  
Impact English College  
Language Studies International  
Lexis Engilsh  
Melbourne Language Centre  
Pacific Gateway International College  
Shafston International College  
Southbank Institute of TAFE  
Think: Education Group  
University of New South Wales  
University of Tasmania  

Bics (Business & Intl Communication School)  
Fast Forward Language Training-Portuguese Lang.Pro  

CERAN Lingua International  

Access International English Language Centre   
Apex Language & Career College   
Bond International College/ Bond Language Centre  
Cornerstone Academic College   
East Coast School of Languages  
English School of Canada  
Eurocentres Canada  
Fanshawe College  
GEOS International Schools North America  
ILSC - International Language Schools of Canada  
International Language School of the YMCAs Quebec  
Luther College High School  
LSC Language Studies Canada  
Language Studies International  
North Island College  
Ottawa International Student Programmes (OISP)  
Queen's School of English  
Saint Mary's University  
University Of Victoria  
Vancouver English Centre  

Mandarin House  

ATC International  
Cambridge Education Group - HO  
Camp Beaumont  
English UK North  
English UK  
Ialc International  
INTO University Partnerships  
Kaplan International Colleges  
King's Colleges  
Language UK  
Link School  
Liverpool International Language Academy  
London School of Business & Finance  
London School of English  
Malvern House College London  
Mont Rose College of Management & Sciences  
Queen Ethelburga's College  
Speakeasy School of English  
Spinnaker College  
St Giles International  
Study Group  
Twin Group  
United International College  
University of Essex - International Academy  

inlingua Berlin  

ATC Language & Travel   
Galway Cultural Institute  

Capital Education  

Clubclass Residential Language School  
EC English Language Centre  
English Language Academy  
Feltom Malta  
Malta Tourism Authority  

See Learning Centre  
Cial - Centro de Linguas  

EC Cape Town  
Eurocentres Cape Town  
Good Hope Studies  
inlingua Language Training Centre Cape Town  
Interlink School of Languages  
Jeffrey's Bay Language School  
Kurus English CC  
LAL Cape Town  

Babylon Idiomas  
International House - Sevilla CLIC  
Inturjoven Spanish Courses   
Malaca Instituto - Club Hispanico SL  

EF Language Colleges Ltd  

University of California San Diego  
Zoni Language Centers  

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