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October 2007 issue

Contents
News
Travel News
Agency News
Agency Survey
Feedback
Direction
Special Report
Market Report
Course Guide
Spotlight
Destination
Regional Focus
Status

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Japan cruising

Business is looking good for the Japanese study abroad market and many providers are reaping the rewards after turning their attentions to further studies overseas. Meanwhile, non-English speaking study destinations are increasing in popularity.

Key points
The total number of students placed by the 11 agencies in our survey was 11,546

Individual agencies placed between 10 and 5,000 students on courses per year

Average business growth was 73 per cent in the last 12 months

The average length of stay for Japanese students was seven weeks

Overall, 54 per cent of Japanese students stayed in host family accommodation

The USA was the most popular destination for Japanese students, followed by Canada and Australia

On average, agencies worked with 84 schools in the last 12 months

Top destinations Most popular courses
1. USA 22%
2. Canada 19%
3. Australia 17%
4. UK 14%
5. Ireland 10%
5. France 10%
7. China 5.5%
8. New Zealand 1%
9. Philippines 0.4%
10. Taiwan 0.2%
1. General 36%
2. Intensive 27%
3. Academic prep. 13%
4. Foundation 12%
5. Summer vacation 4%
5. Lang. + work 4%
7. Business 3%
8. Junior 1%

Reasons for language travel
Agency business by sector
1. Studies overseas 42%
2. Future work 30%
3. Current work 12%
4. Pleasure 8%
5. Studies at home 5%
Other 3%
1. Lang. courses 46%
2. Higher education 34%
3. Work & travel 6%
4. Internships 4%
4. Volunteer 4%
Other 8%

How do agencies recruit students?
How do agencies find new schools to represent?
1. Website 46%
2. Mail shots 15% 3. Seminars to students13%
4. Word of mouth 10%
5. Advertising in press 5%
Other 11%

1. LTM/ETM 22%
2. Workshops 18%
3. Internet 9%
3. Fairs or expos 9%
5. Other press 5%
Other 37%

Percentage of agents who recognised each of the following organisations
Australia
Acpet 27%
English Australia 45%

Canada
Capls 45%
CLC 36%

France
Souffle 18%
L'Office 0%
Unosel 0%
FLE 9%

Ireland
MEI~Relsa 18%
IEAI 18%

Italy
Asils 0%
Italian in Italy 9%

Malta
Feltom 18%

New Zealand
Ed. NZ 45%
English NZ 27%

Portugal
Aeple 0%

South Africa Eltasa 0% English SA 0%


Spain
Fedele 9%

UK
ABLS 18%
English UK 45%
British Council 64%

Europe
Eaquals 18%

USA
AAIEP 36%
Accet 27%
CEA 27%
UCIEP 36%

International
Ialc 18%
Quality English 27%
Tandem 0%




Market growth
Of the 11 agencies that took part in this month’s Agency Survey, seven reported sound business growth of between 15 and 300 per cent over the last year, thus average business growth was an impressive 73 per cent. This is a considerable increase when compared to the 24.5 per cent recorded in last year’s survey (see Language Travel Magazine, October 2006, pages 14-15), and reflects the nation’s economic revival. On the other hand, one agent reported that business decreased by 20 per cent in 2007 and another agency said that industry growth had remained static. Two agencies did not respond to the question.

Language and destination trends
As a destination choice, the UK slipped in terms of popularity this year securing just 14 per cent of all outgoing students, down 18 per cent on last year. The USA moved into pole position with 22 per cent, only one percentage point more than last year. But it was Canada and Australia (attracting 19 per cent and 17 per cent of Japanese students respectively) who made some headway on the competition this year, closely followed by France and China, chosen by 10 per cent and 5.5 per cent respectively. However, it should be noted that two agencies dealt almost exclusively with the French and Canadian language market. Interestingly, non-English study destinations appear to be on the up with nine per cent of students choosing to learn Chinese and 10 per cent opting to learn French overseas.

Student and course trends
General language courses remained popular among agency clientele this year and were taken by 36 per cent of Japanese students, down 12 per cent on last year. Meanwhile, intensive language programmes increased in popularity by six percentage points, as did academic preparation programmes, which jumped from six per cent to 13 per cent. This change in student trends shows how Japanese students are looking to develop language-learning skills before undertaking further studies overseas; a motivating factor behind 42 per cent of the student base this year and a massive increase on last year’s 18 per cent. “Further studies overseas” was cited as a growth area in 2006 and many Japanese agents will find this result unsurprising. It should also be noted that one agent in this year’s survey solely caters for students looking to continue their tertiary education abroad.

Agency business
The company website remains the most effective way to recruit new clientele and generated over 46 per cent of agency business this year, down slightly on the 50 per cent recorded last year. Advertising through the press proved less fruitful, however, attracting only five per cent of agency business. Agents were more likely to look to press advertising in business journals, such as Language Travel Magazine, when finding new schools to represent and 22 per cent of new business partners were found using this method.

Looking ahead
One agent believes fluctuations in the Japanese economy are still a cause for concern but many remain confident regarding future student numbers. Another agent pointed to the introduction of a working holiday visa between Ireland and Japan in 2007 as having a positive effect on student numbers.


Economic overview

The Japanese economy continued its track of steady recovery in the first half of 2007. Healthy conditions in exports, domestic consumption and enterprise equipment investment helped maintain the overall economic boom.

The short-term outlook also remains favourable, with real GDP growth set to come in at 2.7% in 2007. Annual economic growth will, however, fall back in 2008-11, to around 1.7%.

Japan is the fourth-largest economy in the world and the second largest in terms of GDP at current rates. It also boasts one of the world’s largest markets, with a population of just under 130m.

Sources: China View and The Economist


Japanese agents named a range of language programmes they work with, including, in France: Ecole des Roches, Paris; Accent Français, Montpellier; Alliance Française, Rouen; BLS, Bordeaux. In Canada: Vancouver English Centre, Vancouver, BC; Pacific Language Institute, Vancouver, BC; King George International College, Vancouver, BC; ILAC, Toronto, ONT; Global Village, Vancouver, BC. In Australia: Hills Language School, Jimboomba, QLD; La Trobe University English Language Centre, Melbourne, VIC. In China: Beijing University, Beijing; Beijing Language and Culture University, Beijing. In Ireland: International Study Institute Ireland, Dublin; Limerick Language Centre, Limerick; Atlantic Language School, Galway; Cork Language Centre International, Cork; Dublin City University, Dublin. In the USA: ELS Language Centers, various. Worldwide: St Giles International, various; Embassy CES, various; Eurocentres, various; Regent, various.

Thank you to the following agencies for taking part in this survey: Global Study, AJ France, Staff Service Education International (Japan), Friendship International Ltd, ISI Global, Ryugaku Journal Inc., Wild Raven Enterprises Ltd, British Education Office (BEO), Mainichi Communications Inc., La Trobe University Japan Office, Ireland Ryugaku Club.


Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Language 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
English Australia
Feltom
Ialc

INSURANCE
InterGlobal Ltd

TOURIST BOARDS
Malta Tourism
       Authority

WORKSHOPS / EXPOS
Alphe Conferences
CEC Network
Ialc

AUSTRALIA
English Australia
Milner International  
       College of English

AUSTRIA
Cultura Wien

CANADA
Canadian
       International
       Student
       Services (CISS)
College of New
       Caledonia
Global Village
       (Australia, Canada,
       USA)
Hansa Language
       Centre of Toronto
National School of
       Languages
Ottawa International
       Student
       Programmes (OISP)
Pacific Language
       Institute
Richmond School
       District #38
School District #8
       Kootenay Lake
Village English

CHINA
Mandarin House

ENGLAND
Bell International
       (England, Malta)
Bloomsbury
       International
Chelsea School of
       English
Kaplan Aspect
       (Australia, Canada,
       Ireland, Malta,
       New Zealand,
       South Africa, UK,
       USA)
LAL Language and
       Leisure (England,
       Malta, South Africa,
       USA)
Language in London
Malvern House
       College London
Queen Ethelburga’s
       College
St Giles Colleges
       (Canada, UK, USA)
Study Group
       (Australia, Canada,
       England, France,
       Germany, Ireland,
       Italy, New Zealand,
       South Africa, Spain,
       USA)
Wimbledon School
       of English

FRANCE
Alliance Française
       Paris
SILC - Séjours
       Linguistiques
       (England, France,
       Spain)

GERMANY
Carl Duisberg
       Medien GmbH
       (England, Germany)
International House
       Berlin - Prolog
Lichtenberg Kolleg
       E.V

IRELAND
Dublin School of
       English
ISI - International
       Study Institute
       Ireland
MEI-Relsa

LATVIA
Durbe Ture

MALTA
EC English
      Language Centres
      (England, Malta,
      South Africa, USA)
Feltom
Linguatime
Malta Tourism
      Authority

SCOTLAND
EAC Language
       Centres
       (England, Ireland,
       Scotland, Wales)
University of
       Glasgow

SWITZERLAND
EF Language
       Colleges Ltd
       (Australia, Canada,
       China, Ecuador,
       England, France,
       Germany, Ireland,
       Italy, Malta, New
       Zealand, Russia,
       Scotland, Spain,
       USA)

USA
ALCC - American
       Language
       Communication
       Center
Kaplan Aspect
       (Australia, Canada,
       Ireland, Malta,
       New Zealand,
       South Africa, UK,
       USA)
University of
       California San Diego
University of
       California Santa
       Barbara
Zoni Language
       Centers
       (Canada, USA)

WORK WISE

AUSTRALIA
Australian
       Internships

CANADA
IH Vancouver

ENGLAND
LAF
Tellus Group
Training Partnership
        Ltd. (The)
Twin Group (Ireland,
       UK)