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September 2010 issue

Contents
News
Agency News
Agency Survey
Feedback
Market Report
Direction I
Direction II
Special Report
Course Guide
Spotlight
Destination
City Focus
Status

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Tactical Spain

Despite stilted business growth over the last 12 months, Spanish agencies report a change in tactics could help recovery. Variations in study destination, a change in sector speciality and a finely-tuned programmes list have been suggested as possible solutions.

Key points
• The total number of students placed by 11 of the 12 agencies in our survey was 3,081

• Individual agencies placed between 41 and 1,050 students on courses per year

• Average business growth was minus 8.2 per cent in the last 12 months

• The average length of stay for Spanish students was three weeks

• Overall, 49 per cent of Spanish students stayed in residential accommodation when studying

One of the agencies surveyed charged their clients a handling fee

• On average agencies worked with 51 different schools in 14 different countries


Top destinations Most popular courses
1. UK 56%
2. Ireland 21%
3. Malta 11%
4. USA 7%
5. Canada 2%
6. France 1%
6. Australia 1%
6. Germany 1%
6. Japan 1%
Other 1%
1. General 40%
2. Junior 28%
3. Summer vacation 15%
4. Intensive 9%
5. Language & work experience 4%
6. Academic/exam prep. 2%
6. Business 2%

Reasons for language travel Average percentage agency business
1. Future work 38%
2. Current work 24%
3. Studies at home 17%
4. Studies overseas 11%
5. Pleasure 10%
1. Language progr. 74%
2. Work & travel 16%
3. Higher education 3%
4. Internships 2%
5. Volunteer 1%
Other 4%

How do agencies recruit students?
How do agencies find new business partners?
1. Word-of-mouth 40%
2. E/online marketing 24%
3. Website 22%
4. Mailshots 4%
5. Seminars to students 3%
6. Advertising in press 2%
Other 5%
1. Internet 36%
2. Workshops 34%
3. Lang. fairs & expos 23%
4. LTM/ETM 4%
Other 3%

Percentage of agents who recognised each of the following organisations
Australia
Acpet 9%
English Australia 27%

Canada
Languages Canada 64%

France
Souffle 27%
Groupement FLE 36%
L'Office 27%
Unosel 18%

Ireland
MEI 73%

Italy
Asils 18%
Italian in Italy 18%

Malta
Feltom 45%

New Zealand
English NZ 18%
Portugal
Aeple 9%

South Africa
EduSa 18%

Spain
Fedele 64%

UK
ABLS 18%
English UK 91%
British Council 91%

USA
AAIEP 27%
Accet 27%
CEA 18%
UCIEP 18%

International
Eaquals 54%
Ialc 82%
IHWO 18%
Quality English 91%
Tandem 45%



Market growth
Opinion concerning average business growth varied in this year’s survey of Spanish agency trends. Six participants posted negative growth figures ranging from minus 5 to minus 25 per cent (deep recession was cited as the probable cause of a business downturn, alongside the government’s decision to curb student grants) while two noted that business had remained on a par with last year. Just one agency reported a business growth of 25 per cent, pulling up the overall average to minus 8.2 per cent. However, this is in stark contrast to last year’s more positive posting of 13 per cent (see LTM, September 2009, pages 24-25).

Language and destination trends
This year, the UK increased its lead over fellow English-speaking destinations, up 12 percentage points to 56 per cent, making up for the slump it suffered in 2008 (see LTM, July 2008, pages 20-21). However, it should be noted that one agency sent students exclusively to the UK for study purposes. As a destination choice, both Ireland and Malta attracted a greater proportion of students this year, up from 17 to 21 per cent and four to 11 per cent respectively. While Spanish students predominantly chose to learn English abroad, up from 80 per cent last year to 91 per cent, agencies did note a variety of other language programmes that were requested, most notably French, German, Italian, Japanese, Chinese and Russian.

Student and course trends
Spanish students proved they are a cost-conscious lot with a quarter of all agency clientele plumping for a programme that enabled them to work while abroad (16 per cent). Earning while learning clearly factored highly in Spanish students’ list of wants – in fact agents cited this as a growth area in 2009 – consequently the uptake of programmes in the volunteer or internship sectors was low. Just one per cent were interested in volunteer programmes, compared with 11 per cent previously, while two per cent requested an internship, compared with 10 per cent in 2009.

Agency business
Spanish agents value agent workshops (34 per cent) and the Internet (36 per cent) highly when it comes to finding new business partners to work with. When it came to recruiting students, however, direct bookings via an agency website were a little muted. Just 22 per cent of all agency clientele stemmed from this source this year, down slightly on the 29 per cent recorded previously. Viral emails and online marketing campaigns generated an impressive 24 per cent of all agency business.

Looking ahead
Despite a turbulent year, Spanish agents are quietly optimistic about what the next 12 months might hold. Many signaled areas they would tap into to help ease recovery, such as junior programmes, summer school, boarding school in the UK and work and travel options. Another agency, that currently sends students to the UK only, has vowed to broaden their horizons this year by working with providers in Ireland and the USA. However, one agent warned that disposable income is dropping in Spain, and coupled with high unemployment, limited growth in 2010/2011 could well be on the cards.


Economic overview

• Spain has recently revised its economic growth forecasts for 2011 and 2012, lopping 0.5 and 0.4 per cent off of original estimates. Spain’s government is reported to have said that the economy will grow by 2.5 per cent in 2012, down from its previous forecast of 2.9 per cent. Forecasts for growth next year have dropped to 1.3 per cent from 1.8 per cent.

• Unemployment was also forecast at an average 18.9 per cent in 2011, up from the 18.4 per cent.

• GDP growth in 2013 is seen at 2.7 per cent, down from 3.1 per cent previously. Public spending will be capped at 7.7 per cent.

Sources: Reuters


Spanish agents named a range of language programmes they work with, including, in Canada: Camber College, Powell River, BC. In Ireland: Cork Language Centre International, Cork; Cork English College, Cork; Emerald Cultural Institute, Dublin; Galway Cultural Institute, Galway. In Malta: English Language Academy, Sliema; IH Malta, Gozo; inlingua Malta, Sliema. In New Zealand: Wellington Business School, Wellington. In the UK: Capital School of English, Bournemouth; Castle School of English, Brighton; Central School of English, London; Centre of English Studies, Worthing; Concorde International, Canterbury; Hampstead School of English, London; Hastings English Language Centre, Hastings; International Summer School, Kent & Eastbourne; King’s School of English, various, Language Plus, Brighton; Malvern House, London; Stafford House Study Holidays, Canterbury; Sussex Downs College, Lewes & Eastbourne; United International, London. In the USA: California School of Languages, Santa Monica, CA; ELS, various.

Thank you to the following agencies for taking part in this survey: Living Languages, Study Global Spain, Twist Gestion de Ocio Educativo, Babel Idiomas, Cevex, LanguagesGo!, BNCGROUPS, Learning Out, London Thames Language Services, TEC-Idiomas, Aston Idiomas en el Mundo, Spanish Teachers.

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


ACCOMMODATION
Britannia Student
      Services  
Nido Student Living  
Sara's New York
      Homestay LLC  
Unite  

ASSOCIATIONS/ GROUPS
ABLS  
English Australia 
Feltom
Groupement FLE 
IALC International 
International House
      World Organisation
Languages Canada /
      Langues Canada  
MEI  
Perth Education City
Quality English
The English Network

EVENTS
Alphe Conferences  
English Australia  
Globus Education
      Agency  
IALC International  
IEFT- International
      Education Fairs of
      Turkey  
International House
      World Organisation  
Ukranian
      International
      Educational Fair  

EXAM BOARDS
Cambridge Esol  
IELTS  
Pearson Education  

GUARDIANSHIP
COMPANIES
Bright World
      Guardianships  

INSURANCE
Dr. Walter GmbH  
Student Guard
      Insurance  

SERVICES
ICEF  

TOURIST BOARDS
Malta Tourism
      Authority  

AUSTRALIA
Bond University  
Carrick Institute of
      Education  
La Trobe
      University  
Language
      Studies International
NAVITAS  
Pacific Gateway International College  
Perth Education City
Shafston
      International College
Universal English
      College
      (Global Village
      Sydney) 
University of
      Tasmania  
University of
      Western Australia  
University of
      Western Sydney
      College  

BELGUIM
CERAN Lingua
      International  

CANADA
Bow Valley College
Braemar
      International
      College  
CLLC  
East Coast School
      of Languages  
English Bay College  
English School of
      Canada  
Eurocentres Canada  
Geos North America  
Global Village  
ILSC  
International
      Language School of
      the YMCAs Quebec
Language Studies
      International  
LSC Language
      Studies Canada  
National School
      of Languages  
Niagara College  
Queen's University  
Richmond School
      District #38  
Saint Mary's
      University  
SAIT Polytechnic  
Stewart College of
      Languages  
Study Abroad
      Canada  
Thompson Rivers
      University  
University of Victoria  
Vancouver English
      Centre  

CHINA
iMandarin
      Language Training
      Institute  
Mandarin House  

EGYPT
IH Cairo  

ENGLAND
ABC Languages  
Bury Language
      School  
Cambridge
      Education Group  
Camp Beaumont  
English Language
      Centre Brighton &
      Hove  
English Studio  
Hove College  
INTO University
      Partnerships  
Kaplan International
      Colleges  
Kings Colleges  
LAL Central
      Marketing Office  
Language in Group  
London Metropolitan
      University  
Malvern House
      College London  
Pearson Education  
Quality English  
Queen Ethelburga's
      College  
Shakespeare College  
SKOLA  
Spinnaker College  
St Giles Colleges  
Study Group  
SUL Language
      Schools  
Thames Valley
      Summer Schools  
The English
      Network  
Twin Group  
Unite  
University of
      Cambridge ESOL
      Examinations  
University of
      Essex -
      International
      Academy  
Wimbledon School
      of English  

FRANCE
Accent Francais  
Alliance Française
      Paris Ile de France  
Alpha B - Institut
      Linguistique  
CLE  
College International
      de Cannes  
Ecole PERL  
Ecole Suisse
      Internationale  
Education En France
Idiom  
Institut de Langue
      et de Culture
      Françaises - ILCF  
Langue Onze
      Toulouse  
LSF Montpellier  
Lyon Bleu
      International  
Paris Langues /
      Club CEI des 4
      Vents
Universite de
      Paris Sorbonne  

GERMANY
Sprachcaffe
      International /
      Languages Plus  

GREECE
Filomathia  

GUADELOUPE
Media Langues
     Caraibes  

HONG KONG
ALLTERE
      Education Group  

IRELAND
Alpha College of
      English  
Centre of English
      Studies  
Horner School of
      English  
Linguaviva
      Centre  
MEI  

JAPAN
Tamagawa
      International
      Language School  

MALTA
Clubclass
      Residential
      Language School  
EC English
      Language Centre  
English Language
      Academy  
Feltom
Global Village  
Malta Tourism
      Authority  

SCOTLAND
EAC Language
      Centres and
      Activity Camps.  

SOUTH AFRICA
EC Cape Town  
EF - SA  
English in Africa
      Language School  
Eurocentres Cape
      Town  
Good Hope Studies  
inlingua Language
      Training Centre
      Cape Town  
Interlink School
      of Languages  
International House
      Cape Town  
Kurus English CC  
LAL Cape Town  

SPAIN
Inturjoven  
Malaca Instituto -
      Club Hispanico SL  
Malaga Si  
Universitat
      Internacional de
      Catalunya  

SWITZERLAND
EF Language
      Colleges Ltd  
Eurocentres
      International  

USA
ELS Language
      Centers  
IH New York  
Julian Krinsky
      Camps & Programs
Language
      Consultants
      International, LCI
University of
      Arizona 
University of
      California Riverside
University of
      California San Diego  
Zoni Language
      Centers  



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