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Brazil’s bias
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Brazilian students clearly favour North America when considering where to study English, while higher education placements are also increasingly sought after.
| Key points |
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| • The total number of students placed by 25 of the 26 agencies in our survey was 11,502 (one declined to reveal client numbers)
• Individual agencies placed between 8 and 8,000 students on language courses each year
• Average business growth was 28 per cent
• The average length of stay for Brazilian students was nine weeks
• Three-quarters of agencies charged clients a handling/processing fee (most typical fee was US$100)
• Canada remained the most popular destination for Brazilian students while the UK lost market share
• In the last 12 months, agencies had worked with an average of 50 language schools each
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| Top destinations |
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Most popular courses |
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1. Canada 38%
2. USA 15%
3. Australia 7%
4. Spain 4.5%
5. New Zealand 4%
6. Ireland 4%
7. UK 3%
8. South Africa 2%
Other 22.5%
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1. General 35%
2. Intensive 20.5%
3. Language & work experience 17%
4. Business 8%
5. Summer vacation7.5%
6. Junior 6%
7. Academic/exam preparation 3%
Other 3% |
| Top languages |
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Average percentage agency business |
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1. English 85%
2. Spanish 9%
3. French 2%
4. German 1%
4. Italian 1%
4. Chinese 1%
Other 1%
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1. Language programmes 66
2. Work and travel 13%
3. Higher education 8%
4. Internships 4%
5. Volunteer 0.5%
Other 8.5% |
How do agencies recruit students?
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How do agencies find new schools to represent? |
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1. Word of mouth 53%
2. Website 18%
3. Mail shots 6%
4. Advertising in press 5%
5. Seminars to students 4%
6. Advertising on TV/radio 1%
Other 13%
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1. Fairs & expos 28%
2. Workshops 28%
3. LTM/ETM 19%
4. Internet 15%
5. Other press 2%
Other 8%
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| Percentage of agents who recognised each of the following organisations |
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Australia
Acpet 52%
English Australia 28%
Canada
Capls 52%
CLC 66%
Languages Canada 36%
France
Souffle 20%
FLE.fr 12%
L'Office 12%
Unosel 0%
Ireland
MEI~Relsa 48%
Italy
Asils 4%
Italian in Italy 12%
Malta
Feltom 28%
New Zealand
Ed. NZ 48%
English NZ 36%
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Portugal
Aeple 4%
South Africa
Eltasa 16%
English SA 8%
Spain
Fedele 56%
UK
ABLS 16%
English UK 72%
British Council 80%
Europe
Eaquals 28%
USA
AAIEP 56%
Accet 52%
CEA 16%
UCIEP 8%
International
Ialc 48%
Quality English 32%
Tandem 24%
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Market growth
With an impressive 26 agencies from Brazil taking part in this issue’s Agency Survey of Brazil, it seems that the overwhelming consensus is that business is buoyant, as only two agencies reported a decrease in business in the last year and four said business was on an even keel. All others reported a hike in business, of between 10 and 50 per cent. The overall average growth rate recorded was a very good 28 per cent. Some agencies mentioned exciting plans ahead, such as launching programmes in China or opening a new office. A number of respondents signalled the favourable economic climate in Brazil.
Language and destination trends
English remains the mainstay of the market, responsible for 85 per cent of language course bookings, with Spanish a clear second favourite (and Argentina signalled as a destination as well as Spain). Since our last survey (see LTM, December 2007, pages 14-15), Canada’s market share has improved slightly, up from 36 per cent to 38 per cent, while the UK has notably plummeted down the league table, down from second position last year to sixth this year. The USA and Australia remained in order in terms of popularity, with twice as many students opting for the USA as for Australia. In fact, other than the UK’s decline, little other change was noted, except for the emergence of South Africa as a new destination request.
Student and course trends
Current or future work was the dominant reason for agency clients to request language courses abroad; and they were most likely to find out about an agency by word-of-mouth recommendation, followed by an agency’s website (18 per cent). This latter figure is quite low compared with other markets, for example, Korea, where 37 per cent of clients are recruited via an agency’s website (see LTM, August 2008, pages 18-19). Mail shots were the third most useful marketing method to attract clients. General and intensive language programmes remained the most popular request among agency clientele followed by language courses with a work placement element.
Agency business
We asked agencies about other aspects of their business, and work & travel programmes were the second biggest business sector (13 per cent overall) after language programmes (66 per cent). Higher education placements are rising in importance; they accounted for 0.5 per cent of placements in our previous survey yet eight per cent this year. In order to find new partners, agencies relied on fairs & expos and workshops as the main conduits to new business relationships, followed by contact via Language Travel Magazine or Education Travel Magazine. On average, agencies had agreements with 51 educators.
Looking ahead
There is certainly optimism among Brazilian agencies – many pointed to the strong economy and favourable exchange rates as factors likely to boost business further in 2009. Typical expectations were for between 10 per cent and a bullish 40 per cent growth next year!
Economic overview
• Brazil’s economy has been performing outstandingly, with economic growth improving from an average of 1.6 per cent between 1990 and 2004 to an average since then of 4.4 per cent.
• In the first quarter of 2008, economic growth expanded by 5.8 per cent compared with the same period in 2007. There are fears that inflation will creep upwards, largely because of rising food prices, and it stood at 5.8 per cent to year-end May 2008.
• The longer-term forecast for economic growth from 2008 to 2012 is an average of 4.1 per cent; slightly less than in 2004-2007, but enough to allow real incomes to rise in the forecast period.
Source: FT.com; Economist.com.
Brazilian agents named a range of language programmes they work with, including, in Australia: ACE, various; Australian Language Schools, Brisbane, QLD; Geos Oceania, various; Sarina Russo School, Brisbane, QLD; PICE, Perth; QIBA, Gold Coast, QLD. In Canada: Ilac, various; Omnicom Schools, Toronto, ONT; PLI, various; KGIC, Vancouver/Toronto; Pacific Gateway International College, various; Hansa Language Centre, Toronto, ONT; British Columbia College, Vancouver, BC; Global Village, Vancouver, BC; Bodwell Language School, Vancouver, BC; LSC, various; School District #73, Kamloops, BC; Tamwood International College, various; Vancouver English Centre, Vancouver, BC. In France: France Langue, Paris. In the USA: EC Boston, Boston, MA; ELS, various; NESE, Boston, MA; IH-San Diego, San Diego, CA; University of Delaware, Newark, DE; Univeristy of Alabama, Tuscaloosa, AL; University of California, Irvine, CA. In Ireland: CES Swandean, Dublin; ISI Ireland, Dublin; Emerald Cultural Institute, Dublin; Swan Training Institute, Dublin. In New Zealand: Dynaspeak, Auckland; Rural Exchange NZ, Clarkville. In Spain: Enforex, various. In China: Beijing University, Beijing. In the UK: Anglo-Continental, Bournemouth; Bell International, various; Bloomsbury International, London; East London School of English, London; ELC Bristol, Bristol; Hampstead School of English, London; Malvern House, London; Milner School, London. Worldwide: Embassy CES; Eurocentres; Kaplan Aspect; Geos; LAL.
Thank you to the following agencies for taking part in our survey: 2001 Travel; Azics Intercambio Cultural; Britannia International English; CI; Ciete Intercambio; DMP Intercambio; Esquema International; Griffe Viagens; High Connections; IEP Brazil; Interclub; Kangaroo Education; Liguria Turismo; Moinhotur; NR Intercambio; Number One Intercambio; Pride Viagens e Turismo; SIC Travel Agency Brazil; Study N Travel; Trek Viagens e Intercambio; Trends & Business – LCCI Brasil; Upward Study Abroad and Travel; US Education & MBA Consulting; Via Mundo Intercambio e Turismo; Wes Brazil Worldwide Education Services; Yazigi Travel.
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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.
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