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November 2011 issue

Contents
News
Business Focus
Advisor Survey
Feedback
Market Report
Direction
Special Report
Course Guide
Spotlight
Destination
Regional Focus
Status

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Status: UK 2010

The Status survey is a venture by Study Travel Magazine that aims to gather specific market data about all of the main language teaching markets in the world. Through our initiative, it is now possible to compare world market statistics. 
 
If you would like to see the complete breakdown of data, please click here. Thanks to all the schools that contribute valuable data - confidentially - to help us produce this market information.

Key points

• Number of participating organisations in the UK survey: 12
• Total number of students at the organisations in 2010: 28,855
• Total number of student weeks in 2010, estimated: 173,130
• Overall average length of stay in weeks: 5.0
• Average cost of a one-month course, excluding accommodation: UK£834 (US$1,315)
• Average cost of residential accommodation per week: UK£141 (US$222)
• Average cost of host family accommodation per week: UK£140 (US$221)
• Average commission paid on a language course: 21
• None of the institutions profiled paid commission on
accommodation


Means of recruiting students in the UK, 2010 Intensity of study (hours studied per week)

Advisors 48%
Internet 30%
Local bookings 11%
Other means 11%

From 15 to 25 hours per week

Average = 19 hours


Total marketing spend by sector in %
Marketing budget by region (overall %)

Advisor costs 44%
Travel costs 29%
Publicity costs 27%

W Europe 43%
C&E Europe 20%
Asia 16%
Middle East 11%
Latin America 9%
Africa 1%


Top student nationalities in the UK by student weeks, 2010

1. Spanish 12%
2. Italian 11.5%
3. French 9%
4. Saudi 9%
5. Japanese 7%

6. German 6%
6. Korean 6%
6. Turkish 5%
6. Brazilian 4%
10. Russian 3%


Student numbers by age range

8-11        1%
12-15      16%
16-18      27.5%
19-24      26%

25-30      20%
30-50      7%
50+          2.5%

Observations
• Length of stay at UK schools varied from two to 25 weeks in 2010, averaging out at six weeks. If this latter anomaly is excluded from the survey – this was the only result of this scale – average length of stay drops to five weeks.

• The nationality mix at UK institutions has shown some differentiation over the last few years with Italians polling first in 2009 and Koreans polling first in 2008. In 2010, there was another change, with the Spanish topping the list with a 12 per cent share, compared with eight per cent previously. Italians, meanwhile, dropped to second (11.5 per cent), while Koreans maintained market share with six per cent.

• Slightly more of the marketing spend was allotted to commission payments in 2010, up from 27 per cent in 2009 to 38 per cent. In fact, agency costs were apportioned the largest part of the marketing budget, up 14 percentage points on 2009.

• Advisor usage dropped from 55 to 48 per cent.


Thank you to the following institutions for taking part in our Status survey: A2Z School of English, Manchester; ABC Languages, Cambridge; InterNexus Centre for Language Studies, London; Frances King School of English, London; St Brelade’s College, Jersey; European Communication Services ESC, Edinburgh; Burlington School of English, London; Cicero Languages International, Tunbridge Wells & Isle of Thanet; Brighton Language College, Brighton; Globe English Centre, Exeter; Colchester English Study Centre, Colchester; Heart of England Language School, Leamington Spa.

Status Survey statistics are based on figures supplied by a selection of individual schools. Not all survey respondents answered every question in the survey. Figures are, in some cases, rounded up or down to the nearest whole. All information is treated with the strictest confidence.

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.

Name

Company

Country

Telephone

Email


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

EXAM BOARDS
Cambridge Esol  

INSURANCE
Dr. Walter GmbH  

SERVICES
Easymate   
InTouch  
LTM Digital  
Your World On Monday  

TOURIST BOARDS
Malta Tourism Authority  

WORK EXPERIENCE
InternEx  
St Giles International  
Twin Group  

ARGENTINA
Pasantias Argentinas  

AUSTRALIA
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  

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

BELGIUM
CERAN Lingua International  

CANADA
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  

CHINA
Mandarin House  

ENGLAND
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  

GERMANY
inlingua Berlin  

IRELAND
ATC Language & Travel   
Galway Cultural Institute  

KAZAKHSTAN
Capital Education  

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

PORTUGAL
See Learning Centre  
Cial - Centro de Linguas  

SOUTH AFRICA
EC Cape Town  
EF  
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  

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

SWITZERLAND
EF Language Colleges Ltd  

USA
Educatius  
Rennert  
University of California San Diego  
Zoni Language Centers  



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