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October 2003 issue

Contents
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Travel News
Agency News
Agency Survey
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Direction
Special Report
Market Report
Course Guide
Profile
Destination
City Focus
Status

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Status: Italy 2002

The Status survey is a venture by Language Travel Magazine, in collaboration with the Association of Language Travel Organisations (Alto), which gathers specific market data about all of the main language teaching markets in the world. For the first time, it is possible to compare world market statistics. 

If you would like to see the complete breakdown of data, including marketing spend per region and marketing budget analysis, and you are an agent (or a school that has completed or intends to complete the Status survey), please send us an email containing 'Status survey web address' in the subject heading. We will then forward the web address to you.

Key points
No. of participating organisations in the Italian survey: 8

Total no. of students in 2002: 3,381 students

Total no. of student weeks in 2002, estimated: 11,834 weeks

Overall average length of stay: 3.5 weeks

Average cost of a one-month course, excluding accommodation: Euro548 (US$623)

Average cost of residential accommodation per week: Euro153 (US$174)

Average cost of host family accommodation per week: Euro227 (US$258)

Average commission paid on a language course: 20 per cent (from 10 to 25)

One institution paid commission on accommodation (of five per cent)


Means of recruiting students Intensity of study (hours studied per week)
Other means 36%
Internet 30%
Agents 23%
Local bookings 11%
From 15 to 22
Overall average = 20

Top student nationalities in Italy by student weeks, 2002
US 19.7%
German 17%
Japanese 11.8%
British 8.4%
Austrian 5.8%
French 5.6%
Dutch 5.1%
Scandinavian + Finnish 4.6%
Swiss 3.7%
Spanish 3%

Student numbers by age range
8-11, 0%
12-15, 0%
16-18, 6%
19-24, 39%
25-30, 30%
31-50, 16%
51+, 9%

Observations
While there was a wide range of student nationalities represented in our survey, the main nationalities in the top 10 of student provider countries were European.

Italian schools marketed to countries all around the world nevertheless (see our Status website for full information re: marketing trends)

The USA, Germany and Japan remained in the top three, although the USA is now in number-one position, overtaking Japan.

Prices remained similar to those averages recorded last year, although the US$ equivalent is higher than recorded in our previous survey.

Agent usage remains low overall in Italy, compared with other countries. Agents accounted for just 23% of students this year, down from 27% last year.


Examples of seasonal student intake in Italy by nationality and quarter
German
1-13-13%
14-26-25%
27-39-40%
40-52-22%

Polish
1-13-7%
14-26-20%
27-39-60%
40-52-13%

Australian
1-13-27%
14-26-27%
27-39-46%
40-52-0%

Japanese
1-13-14%
14-26-27%
27-39-32%
40-52-27%

Brazilian
1-13-7%
14-26-36%
27-39-57%
40-52-0%

American
1-13-8%
14-26-27%
27-39-55%
40-52-10%



Thank you to the following institutions for taking part in our Status survey:
Accademia del Giglio, Florence; British Institute of Florence, Florence; Isitituto Il David, Florence; Omnilingua, Centro Linguistico e Culturale, San Remo; Orbit Lingua, Orbetello; Il Sillabo, San Giovanni Valdarno; Sorrentolingue Centro Linguistico Internazionale, Sorrento; StudioItalia, Rome.
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