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November 2012 issue

Contents
News
News Round Up
Inside the industry
Advisor Survey
Secondary Focus 1
Secondary Focus 2
Tertiary Focus 1
Tertiary Focus 2
Vocational Focus
Direction
Special Report
Course Guide
Spotlight
Destination
Regional Focus
Market Analysis
Grapevine

Contact Point:
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Italy’s calm

Outbound student business over the last 12 months remained consistent for Italian agencies. However, with the government imposing some weighty austerity measures, the next 12 months could be testing.

Key points
The total number of students placed by the 13 agencies in our survey was 7,303

Individual agencies placed between 30 and 3,540 students on courses per year

Average business growth was 9.8 per cent in the last 12 months

The average length of stay for Italian students was three weeks

Overall, 68 per cent of Italian students preferred host family accommodation

85 per cent of agency clients were studying abroad for further work purposes

Language learning is the most lucrative sector of the Italian study abroad market


Most popular course requests Average percentage of agency business by sector
1. General language 65%
2. Junior programmes 17%
3. Intensive 5%
4. Lang plus work experience 5%
5. Summer vacation 5%
6. Business 2%
7. Academic/exam prep 1%
1. Language programmes 90%
2. Work & Travel 7%
3. Higher education 1%
4. Secondary education abroad 1%
5. Internships 5%

Reasons for studying overseas Top destinations
1. Future work 85%
2. Further studies
at home 7%
3. Current work 3%
4. Further studies overseas 2.5%
5. Pleasure 2.5%
1. UK 49%
2. Ireland 26%
3. Spain 9%

4. Malta 5%
5. Germany 4%
6. France 3%
7. USA 3%
8. Australia 1%

How do agents recruit students?
How do agents find new schools to represent?
1. Word-of-mouth 52%
2. Website 18%
3. E/online marketing 18%
4. Seminars to students 7%

5. Mail shots 3%
6. Advertising in press 1%
Other 1%
1. B2B conferences
53%
2. Language fairs and student expos 18%
3. Internet 18%

4. STM 8%
Other 3%

Percentage of agents who recognised each of the following organisations
Australia
Acpet 31%
English Australia 61%
NEAS 31%

Canada
Languages Canada 61%

France
Groupement FLE 54%
Souffle 15%
L’Office 61%
Unosel 31%

Ireland
MEI 92%

Italy
Asils 46%
Italian in Italy 38%

Malta
Feltom 77%

New Zealand
Eng NZ 54%

Portugal
Aeple 15%

South Africa
EduSa 15%

Spain
Fedele 61%

UK
Abls 31%
British Council 100%
English UK 92%


USA
AAIEP 46%
Accet 46%
CEA 31%
UCIEP 31%

International
Eaquals 69%
Ialc 92%
International House
World Organisation 85%
Quality English 92%
Tandem 46%



Market growth
Compared with last year’s survey of outbound student business in Italy (see STM, November 2011, pages 30-31), average business growth was 9.8 per cent, up from 8.4 per cent. This year six agencies recorded an increase of between two and 50 per cent in agency bookings, while three agencies documented a business decrease of between 15 and 40 per cent. A further three noted client bookings had remained stable, while one agency declined to comment. Historically, Italian students have always enjoyed short-term study options, a trend reflected again in this year’s average length of stay of three weeks. This is compared with four weeks in 2011 and 2.3 weeks in 2010.

Language and destination trends
A total of 80 per cent of agency clientele requested to study English abroad according to this year’s survey of Italian agency trends, down two percentage points on previous results. Other languages requested included Spanish (10 per cent), French (six per cent) and German (four per cent). The UK remained the number one destination choice for Italian student clients, although its share dropped from 66 per cent of the market to 49 per cent. With students perhaps tempted by more competitive tuition rates, closest ELT rival market Ireland made some real headway, with 26 per cent of agency clientele requesting this destination in the last 12 months, up from nine per cent previously. Spain was the most requested non-English speaking destination (nine per cent).

Student and course trends
The majority of Italian students requested language-based courses depending on student age. In fact, the percentage of clients choosing a general language programme this year grew by 29 percentage points to 65 per cent. Junior courses remained the second most popular type of programme (17 per cent compared with 28 per cent previously). Study travel was predominantly undertaken with future work prospects in mind (85 per cent up from 28 per cent). The next most popular reason given for studying abroad was for further study at home (seven per cent compared with 25 per cent).

Agency business
Given that the majority of agency clients requested general or junior language provision, it is perhaps unsurprising that language learning is the mainstay of business for Italian agencies. This sector represented, on average, 90 per cent of all business. The next most significant sector was work and travel, with a seven per cent share of the market, up on the 5.5 per cent recorded last year. When asked how agencies sourced new business partners, the majority (53 per cent) of new contacts were made at agent-focussed conferences. Searches via the Internet (18 per cent) and attendance at language fairs and student expos (18 per cent) were other valuable methods. When marketing their agent services, Italian agencies relied on student or previous client referrals (52 per cent) to spread the word.

Looking ahead
Despite some potentially difficult operating conditions on the horizon, several Italian agencies – both small and large – remained optimistic in their future business forecasts. One agent noted that, crisis permitting, they hoped to regain a small percentage of business lost over the last 12 months. Another forecasted a 15 per cent growth in the number of students they would send abroad. The business environment is changing all the time, said another, adding that it is important therefore to invest more time and energy in new projects.



Economic overview

• Prime Minister Mario Monti’s government is implementing a series of austerity measures worth 120 billion (US$25.6 billion) as it grapples with rising borrowing costs.

• Italy has one of the biggest debt burdens of any of the major eurozone countries (123 per cent of GDP), which makes it susceptible to a loss of market confidence.
• Investors are worried Italy – the eurozone’s third biggest economy – may be next in line to suffer the same ordeals that hit Greece, Portugal and Spain.

• Italy’s economy shrank 0.7 per cent in the second quarter of 2012, underlining a deeper recession.


Italian agents named a range of programmes they work with, including in Canada: Canadian College of English Language, Vancouver, BC; Quest Language Studies, Toronto, BC. In France: Azur Lingua, Antibes. In Germany: Carl Duisberg Centren, various. In Ireland: Alpha College, Dublin; ATC Language & Travel, Bray; Atlantic Language Galway, Galway; Centre of English Studies, Dublin; ISI, Dublin; Language in Group, Dublin. In Malta: GV Malta. In Spain: AIP Language Institute, Valencia; Giralda Center - Spanish House, Seville. In the UK: Bell International, Cambridge; British International Summer School, Brighton; EC, London; ELC, Edinburgh; English in Chester, Chester; English Studio, London; ETC International College, Bournemouth; Frances King School of English, London; Hampstead School of English; Language Studies International, Cambridge; Language Specialists International, Portsmouth; Lila*, Liverpool; Mackenzie School of English, Edinburgh; Meridian English, Plymouth; Regent Edinburgh, Edinburgh; Saint George International, London; Select English, Cambridge; Training Vision UK, Portsmouth; Tti School of English, London; Southbourne School of English, Southbourne; Twin Group, Eastbourne. In the USA: FLS International, Pasadena, CA; University of California San Diego - Extended Studies and Public Programs, San Diego, CA; University of California Los Angeles UCLA - American Language Center, Los Angeles, CA. International: EC; Embassy CES; Kaplan International Colleges (KIC); St Giles.

Thank you to the following agencies for taking part in this survey:
SC Inglese; I Viaggi del Professore; Language Data Bank; Godspeed; Obiettivo Lingua; 3 S Soggiorni Studio; Quality Travel Infotraining; Across the World; Atlas; Babel Language Projects Italy; The British School; English in England; Study Abroad Educational Travels by STI.

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


ACCOMMODATION
Britannia Student Services  
Generation Estates  
ESL Academy  

ASSOCIATIONS/GROUPS
CAPS-I (The Canadian Association of Public Schools  
Easymate  
English Australia  
English UK  
Feltom Malta  
IALC International  
Languages Canada  
MEI Ireland  
Quality English  
Study Gold Coast  
English in Chester  

AUSTRALIA
English Australia  
Study Gold Coast  

BELGIUM
CERAN Lingua International 

CANADA
Braemar College  
Calgary Board of Education  
Centennial College of Appplied Arts and Technology  
College of New Caledonia  
Edmonton Public Schools  
Georgian College  
Greater Victoria School District #61  
Humber Institute of Technology and Advanced  
IH Pacific (Vancouver, Whistler, San Diego)  
ILSC - International Language Schools of Canada  
Kootenay Lake School District #8  
Languages Canada / Langues Canada  
Mission School District # 75  
Niagara College  
Nova Scotia International Student Program  
Sol Schools International (also IH Toronto)  
St James - Assiniboia School Division  
Thompson Rivers University  
University of Manitoba  
University of Victoria  
West Vancouver School District #45  

CHINA
iMandarin Language Training Institute  

ENGLAND
Camp Beaumont  
Highbury College  
International House World Organisation  
International House Bristol  
INTO University Partnerships  
Kaplan International Colleges  
Prime Education  
LAL Language Centres Holding Ltd  
Lila*  
Living Learning English  
London School of Business & Finance  
Malvern House College London  
Mayfair School of English  
Oscars International  
St Giles International  
Study Group  
English in Chester  
Twin Group  
University of Essex - International Academy 
 

EVENTS
SR Events  
L'Etudiant  
English UK  
Feltom Malta  
IALC International  

EXAM BOARDS
Cambridge Esol  
IELTS  

FRANCE
Campus de Bissy - Bordeaux International Campus  

GERMANY
Met Film Ltd  

HONG KONG
English For Asia  

IRELAND
ACET  
Active Language Learning  
Clare Language Centre  
Galway Cultural Institute  
Galway Language Centre  
Language College Ireland  
MEI Ireland  
Delfin English School  

INSURANCE
Dr. Walter GmbH  

MALTA
EC English Language Centre  
inlingua Malta  
Malta Tourism Authority  

SERVICES
pay to study  

SOUTH AFRICA
City Education Language  
EC Cape Town  
EF International Language Centers  
English Language School Cape Town  
Eurocentres Cape Town  
Good Hope Studies  
International House Cape Town  
inlingua Language Training Centre Cape Town  
Interlink School of Languages  
Jeffrey's Bay Language School  
Kurus English CC  
LAL Cape Town  

SPAIN
International House Sevilla CLIC  
Malaca Instituto - Club Hispanico SL  
Xul Comunicación Social  

SWITZERLAND
Eurocentres International  
EF International Language Centers  

TOURIST BOARDS
Malta Tourism Authority  
Study Gold Coast  

USA
Forest Ridge School of the Sacred Heart 
Glenholme School  
Rennert  
University of Arizona  
Zoni Language Center




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