|
|
|
Spain’s new focus
|
|
|
A growth in business was reported by the majority of agencies that took part in this month’s Spanish Agency Survey, with a clear interest in work-related programmes as well as language learning documented.
| Key points |
|
| • The Spanish economy remains in deep recession, but the rate of decline eased in the second quarter of 2009, compared with first quarter.
• Unemployment has sky-rocketed in the last year, standing at 17.4 per cent in March, but the rate did drop for two consecutive months from May to June for the first time since mid-2007.
• The Spanish government has said that the economy will contract in 2009 more than expected, revising its figures to –3.6 per cent in 2009. The new estimates foresee a further –0.3 per cent decline in 2010, with growth in 2011 at the earliest.
Source: Reuters
|
| Top destinations |
|
Most popular courses |
|
|
|
1. UK 44%
2. Ireland 17%
3. USA 10.5%
4. Italy 8.5%
5. Malta 4%
6. Spain 3%
7. New Zealand 2%
8. Australiaa 1%
8. Canada 1%
Other 5.5%
|
|
1. General 34%
2. Intensive 20%
3. Language and work experience 14%
4. Junior 14%
5. Summer vacation 12%
6. Business 4%
7. Acad./Exam prep 1%
other 1% |
| Top Languages |
|
Average percentage agency business |
|
|
|
1. English 80%
2. Italian 7%
3. French 5%
4. Spanish 3%
4. German 3%
6. Chinese 1%
Other 2.5%
|
|
1. Language progr. 61%
2. Volunteer 11%
3. Internships 10%
4. Work & travel 9%
5. HIgher education 1%
Other 8% |
How do agencies recruit students?
|
|
How do agencies find new business partners? |
|
|
|
1. Word-of-mouth 45%
2. Website 29%
3. Advertising in press 5%
3. Mail shots 5%
5. Seminars to students 3.5%
6. Advertising on tv/radio 1%
Other 11.5%
|
|
1. Workshops 33.5%
2. Internet 31%
3. Fairs and expos 21%
4. LTM/ETM 6.5%
5. Other press 2%
Other 6%
|
| Percentage of agents who recognised each of the following organisations |
|
|
|
Australia
Acpet 18%
English Australia 36%
Canada
Languages Canada 27%
France
Souffle 36%
FLE.fr 18%
L'Office 18%
Unosel 9%
Ireland
MEI 63%
Italy
Asils 36%
Italian in Italy 27%
Malta
Feltom 54%
New Zealand
English NZ 45%
|
|
Portugal
Aeple 0%
South Africa
EduSa 9%
English SA 18%
Spain
Fedele 72%
UK
ABLS 9%
English UK 72%
British Council 90%
USA
AAIEP 27%
Accet 36%
CEA 18%
UCIEP 9%
International
Eaquals 45%
Ialc 72%
Quality English 72%
Tandem 54%
|
Market growth
An average business growth of 13 per cent was recorded across the 12 Spanish agencies that took part in our survey, but one result of 120 per cent growth slightly skewed the result upwards. Discounting this posting (given that the number of students at this agency was small), across-the-board growth was three per cent. Last year (see LTM, July 2008, pages 20-21), growth of 43 per cent was recorded, so the market has contracted somewhat. Nevertheless, seven agencies reported growth in business, with one pointing out that the Spanish government grants for language study overseas (see LTM, February 2008, page 6) continue to improve enrolment numbers. Three agencies recorded negative growth.
Language and destination trends
The UK remained the most popular study destination, gaining market share again after it dipped to 32 per cent last year. This year, 44 per cent of clients were reported to choose the UK, with Ireland remaining in second position with 17 per cent of the vote. The USA was in third position with 10.5 per cent of clients travelling there, which is a similar result to last year, but Malta has noticeably lost market share; down to fifth position, behind Italy, with just four per cent of the market. This may be due to the many complaints about overcrowding in Malta after the first year of government scholarships saw many Spanish students in the country (see LTM, September 2008, page 6). These results also incorporate the results from one agency that dealt exclusively with Italy, which explains its high ranking. After English, selected by 80 per cent of agency clients the next most popular was, accordingly, Italian, followed by French.
Student and course trends
Spanish students are a diverse group, with volunteering and internships considered by many as well as language learning trips abroad. This latter category was requested by 61 per cent of clients, while 11 per cent were interested in volunteering, 10 per cent in internships and nine per cent in paid work & travel programmes. Almost 50 per cent of all clients wanted to learn a language for their future work, and 24 per cent for current work, according to our agency respondents. This is a change on last year, when agent participants estimated that 24 per cent (second-highest proportion) were learning for their studies at home. This year, that figure was just 7.5 per cent.
Agency business
As last year, just over one-third of clients requested residential accommodation and about the same number requested host family lodging. This is quite different to the Japanese market, for example, where 75 per cent of clients want to stay with a host family (see LTM, July 2009, pages 30-31). Overall, agencies worked with a relatively small number of language school partners – just 33 in seven countries. (This was as high as 70 schools for one individual agency). Agencies felt that they found most new business partners at workshops, with almost the same number sourced via the Internet.
Looking ahead
Many are looking to diversify their product range in a bid to ensure growth: 50+ programmes, German language courses, professional groups, school groups and paid internships are all areas that agencies said they would pay attention to in the year ahead.
Economic overview
• The Spanish economy remains in deep recession, but the rate of decline eased in the second quarter of 2009, compared with first quarter.
• Unemployment has sky-rocketed in the last year, standing at 17.4 per cent in March, but the rate did drop for two consecutive months from May to June for the first time since mid-2007.
• The Spanish government has said that the economy will contract in 2009 more than expected, revising its figures to –3.6 per cent in 2009. The new estimates foresee a further –0.3 per cent decline in 2010, with growth in 2011 at the earliest.
Source: Reuters
Spanish agencies named a range of language programmes they work with, including, in Canada: Camber College, Powell River, BC; Tamwood International College, Vancouver, BC. In Ireland: ATC Language & Travel, Bray; Emerald Cultural Institute, Dublin; Galway Cultural Institute, Galway; Swan Training Institute, Dublin. In Italy: Babilonia, Taormina; Centro Machiavelli, Florence. In New Zealand: Wellington Business School, Wellington. In the UK: Bath Academy, Bath; Brighton Language Centre, Brighton; Burlington School of English, London; Central School of English, London; Concorde International, Canterbury; Colchester English Study Centre, Colchester; EAC, Edinburgh; English 2000, Bournemouth; Hampstead School of English, London; Hastings English Language Centre, Hastings; Language in London, London; Melton College, York; King’s Group, various; St Clare’s, Oxford; Twin Group, various. In the USA: CSL, Santa Monica, CA; The Language Academy, Fort Lauderdale, FL. Worldwide: EC; IH; Kaplan Aspect; LSI.
Thank you to the following agencies for taking part in our survey: Babel Idiomas; Best Programs; GSC Study Abroad; LanguagesGo! SL; London Thames Language Services; MundoIdiomas; Open Frontiers; Sabatica; SFC Idioma y Vacciones; Spanish Teachers; Studyglobal Spain; Studiainitalia.
|
|
|
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.
|
|
|
