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October 2004 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: USA 2003

The Status survey is a venture by Language Travel Magazine, 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 US survey: 19

Total no. of students at the 18 organisations in 2003: 18,282

Total no. of student weeks in 2003, estimated: 212,071

Overall average length of stay in weeks: 11.6

Average cost of a one-month course, excluding accommodation: US$864

Average cost of residential accommodation per week: US$201

Average cost of host family accommodation per week: US$203

Average commission paid on a language course: 15 per cent (from 0 to 25)

One institution paid commission on accommodation


Means of recruiting students in the USA, 2003 Intensity of study (hours studied per week)
Agents 33%
Other means 26%
Local bookings 21%
Internet 20%
From 12 to 25
Overall average = 21

Top student nationalities in the USA by student weeks, 2003
Japanese 26.6%
Korean 22.3%
US 9.7%
Taiwanese 7.4%
Italian 3.6%
Swiss 3.6%
Chinese 3.4%
Brazilian 2.4%
French 2.4%
German 2.3%

Student numbers by age range
8-11, 0.5%
12-15, 0.5%
16-18, 6.5%
19-24, 44.5%
25-30, 36%
31-50, 10%
51+, 2%

Observations
Japanese and Koreans remain the two most significant nationalities studying in the USA, by quite a sizeable margin. A high number of local bookings from US-based students also figured in this survey. Italians were more prominent this year, in fifth position, up from tenth position last year (see LTM, December 2003, page 40).

The average length of stay has decreased slightly, down to 11.8 weeks from 15 weeks last year. However, typical prices for tuition and accommodation have not changed year on year.

Agent usage seems to have increased, with agents accounting for one-third of all bookings, which is an increase on the 22% recorded last year. This is still low when compared with some countries such as Australia, where nearly two-thirds of bookings came via agents (see LTM, June 2004, page 44).


Examples of seasonal student intake in the USA by nationality and quarter
Italian
1-13-8%
14-26-15%
27-39-64%
40-52-13%

Turkish
1-13-44%
14-26-22%
27-39-24%
40-52-10%

Saudi
1-13-18%
14-26-9%
27-39-55%
40-52-18%

Japanese
1-13-19%
14-26-17%
27-39-44%
40-52-20%

Korean
1-13-27%
14-26-23%
27-39-25%
40-52-25%

Thai
1-13-34%
14-26-26%
27-39-18%
40-52-22%



Thank you to the following institutions for taking part in our Status survey: California State University, Los Angeles, CA; American Language Communication Center, New York, NY; Center for English Language Learning, Maryville College, Maryville, TN; College of Marin, Novato, CA; Embassy CES, New York, NY; English Language Institute, University of Pittsburgh, Pittsburgh, KS; Hawaii Community College, Hilo, HI; NESE, Cambridge, MA; North Dakota State University, Fargo, ND; The Olin Center for International Study, Boston, MA; Rennert Bilingual, New York, NY; St Giles International, San Francisco, CA; Snow College, Ephraim, UT; Talk International, Fort Lauderdale, FL; The Language Academy, Fort Lauderdale, FL; Troy State University, Troy, KS; UC Extension Santa Cruz, Santa Cruz, CA; University of Oregon AEI, Eugene, OR; University of South California Language Academy, Los Angeles, CA.
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