September 2011 issue

Business Focus
Advisor Survey
Market Report
Direction I
Direction II
Special Report
Course Guide
City Focus

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Thailand’s growth

With accelerating economic growth, Thai study abroad advisors find themselves in an enviable position. Business expanded in the last 12 months and continued growth has been forecast.

Key points
• The total number of students placed by the nine advisories in our survey was 1,903

• Individual advisories placed between five and 1,100 students on courses per year

• Average business growth was 18 per cent in the last 12 months

• The average length of stay for Thai students was 17 weeks

• Overall, 59 per cent of Thai students stayed in host family accommodation when studying overseas

• An average of 46 per cent of advisory clients were learning a language for further studies overseas

Intensive language programmes remain the most popular type of course for Thai students

Top destinations Most popular courses
1. USA 26%
2. Australia 24%
3. New Zealand 23%
4. UK 21%
5. Canada 3%
6. Singapore 2%
7. Malaysia 0.3%
8. Japan 0.2%
Other 0.5%
1. Intensive 34%
2. General 25%
3. Academic/exam prep 11%
4. University foundation 10%
5. Summer 7%
6. Business 4%
6. Junior 4%
6. Lang. & work experience 4%
Other 1%

Reasons for study travel Average percentage agency business
1. Studies overseas 46%
2. Future work 22%
3. Pleasure 21%
4. Current work 7%
5. Studies at home 4%
1. Language programmes 55%
2. Higher education 23%
3. High school 12%
4. Work & travel 6%
5. Internships 3%
Other 1%

How do advisors recruit students?
How do advisors find new business partners?
1. Word-of-mouth 43%
2. Website 27%
3. Seminars to students 11%
4. E/Online marketing 10%
5. Mail shots 3%
5. Advertising in press 3%
Other 3%
1. Internet 42%
1. STM 14%
3. Other press 13%
4. Advisor workshops 11%
5. Language fairs & student expos 9%
Other 11%

Percentage of advisors who recognised each of the following organisations
Acpet 28.5%
English Australia 71%
NEAS 28.5%

Languages Canada 43%

Souffle 0%
Groupement FLE 0%
L'Office 0%
Unosel 0%

MEI 0%

Asils 0%
Italian in Italy 14%

Feltom 0%

New Zealand
English NZ 71%
Aeple 0%

South Africa
EduSa 0%

Fedele 0%

English UK 100%
British Council 86%

AAIEP 28.5%
Accet 28.5%
CEA 14%

Eaquals 0%
Ialc 0%
IHWO 14%
Quality English 28.5%
Tandem 0%

Market growth
Despite the country only just emerging from recession, Thai study abroad advisors were pleased to report positive business growth in the outgoing student market for a third successive year. Growth rates varied from between 10 and 28 per cent, with one advisor posting a 100 per cent increase in business. If we exclude the latter result from the poll, average business growth was 18 per cent, down seven percentage points on last year (see LTM, October 2010, page 26). It should be noted that three advisors did not report whether or not there had been a business increase or decrease.

Language and destination trends
It was an even playing field in the destination stakes this year. In the last 12 months, Thai advisors sent 26 per cent of their clientele to the USA (down five percentage points on previous results), 24 per cent to Australia (down 12 percentage points), 21 per cent to the UK (up 7.5 percentage points) and 23 per cent to New Zealand (up one percentage point). However, it is worth noting that one advisor sent students exclusively to this destination and if omitted from the poll New Zealand’s share drops to six per cent. Singapore (two per cent), meanwhile, is proving a viable alternative for Thai students.

Student and course trends
Thai students have consistently shown a preference for concentrated study and this year was no exception with 34 per cent of advisor clientele requesting an intensive language programme, compared with 36 per cent previously. General language programmes were the second most popular course choice, down six percentage points to 25 per cent, followed by academic or exam preparation programmes (11 per cent) and university foundation courses (10 per cent). This trend for academic preparation courses is in keeping with our findings as to the reasons Thai students gave for studying abroad. The largest group (46 per cent) intended to continue their studies overseas. A further 22 per cent were studying overseas for future work purposes.

Advisor business
Although language learning forms a significant part of advisor business in Thailand (55 per cent compared with 74.5 per cent previously), other areas do appear to be opening up – most notably the university (23 per cent) and secondary or high school sectors (12 per cent). Thai advisors reported that they were most likely to attract new clientele via word-of-mouth recommendations this year (43 per cent, up from 35 per cent previously), however enquiries received via the Internet were just as fruitful (27 per cent). On average, Thai advisors said that they typically represented 33 school partners in five different countries.

Looking ahead
The outgoing student market in Thailand is small yet well-formed and Thai advisors forecast some good growth figures over the next 12 months. One advisor predicted a growth in the number of requests for Masters degree programmes in the UK and Australia, while another sees potential in recruiting students straight out of high school or university in Thailand.

Economic overview

• Thailand’s new Prime Minister was elected in July and has pledged to significantly raise the minimum wage by 40 per cent to 300 baht and to 1,000 baht by 2020.

• Thailand’s GDP advanced three per cent in the last quarter from a year earlier, compared with 3.8 per cent in the previous period.

• The central bank has forecast economic growth will return to a “normal trend” following a 7.8 per cent expansion in 2010, which was the strongest pace in 15 years. The monetary authority predicts inflation of 3.9 per cent in 2011.

Sources: Bloomberg

Thai advisors named a range of programmes they work with, including, in Australia: Ability Education, Sydney, NSW; Holmes Institute, various; Impact English College, Melbourne, VIC; Kingsway Institute, Sydney, NSW; Langports English Language College, Brisbane & Gold Coast, QLD. In Malaysia: Help University College, Kuala Lumpur. In New Zealand: Academic Colleges Group, Auckland; Christchurch College of English, Christchurch; Edenz College, Auckland; Languages International, Auckland & Christchurch; Rangiora High School, North Canterbury. In Singapore: TMC Academy, Singapore. In Switzerland: Business & Hotel Management School, Luzern; Swiss College of Hospitality and Management, Lenk. In the UK: Excel English, London; International House London, London; Language Studies International, London; London Study Centre, London; Twin Group, London; University of Portsmouth, Portsmouth; University of Middlesex, London; Northumbria University, Newcastle; Birmingham City University, Birmingham; University of Sunderland, Sunderland. In the USA: ELS, various; FLS International, various; Zoni Language Centers, New York, NY. Worldwide: Kaplan International Colleges; ILSC.

Thank you to the following agencies for taking part in this survey: SJC Inter Studies, Gateway Inter Study, Country City Study Centre Co, Centory Co, Hands On, Intra Mekong Co, S&K International Education Co, NZ Study Thailand Co, The Dean Inter.

Contact any advertiser in the this issue now

The following language schools, associations and accommodation providers advertised in the latest edition of Study Travel Magazine. If you would like more information on any of these advertisers, tick the relevant boxes, fill out your details and send.






Britannia Student Services  
Sara's New York Homestay LLC  

Association of British Language Schools  
English Australia  
International House World Organisation  
Languages Canada / Langues Canada  
Perth Education City  
Quality English  
The English Network  

British Boarding Schools Workshop   

Cambridge Esol  
Pearson Education  
TOEFL Educational Testing Service  
Trinity College London  

Dr. Walter GmbH  
Guard. Me  

Western Union  

Malta Tourism Authority  

St Giles International  
Twin Group  

Ability Education  
Academies Australasia  
Bond University  
Carrick Institute of Education  
English Language & Foundation Studies Centre  
Impact English College  
Language Studies International  
Lexis Engilsh  
Melbourne Language Centre  
Pacific Gateway International College  
Perth Education City  
Shafston International College  
Southbank Institute of TAFE  
Think: Education Group  
University of New South Wales  
University of Tasmania  


CERAN Lingua International  

Access International English Language Centre   
Apex Language & Career College   
Banff Education Centre  
Bond International College/ Bond Language Centre  
Cornerstone Academic College   
East Coast School of Languages  
English School of Canada  
Eurocentres Canada  
Fanshawe College  
GEOS International Schools North America  
ILSC - International Language Schools of Canada  
International Language School of the YMCAs Quebec  
Languages Canada / Langues Canada  
Luther College High School  
LSC Language Studies Canada  
Language Studies International  
Niagara College  
North Island College  
Queen's School of English  
University Of Victoria  
Saint Mary's University  
Vancouver English Centre  
ABC Languages  
Absolutely English Young Learners  
Angel Language Academy  
Bell International  
Cambridge Education Group - HO  
Camp Beaumont  
English Language Centre Brighton & Hove  
Hampstead School of English  
International House London  
INTO University Partnerships  
Kaplan International Colleges  
Liverpool Community College  
London School of Business & Finance  
London School of English  
Malvern House College London  
Ovingdean Hall College  
King's Colleges  
Queen Ethelburga's College  
Spinnaker College  
St Giles International  
Study Group  
SUL Language Schools  
University of Essex - International Academy  
Wimbledon School of English  

Accent Francais  
Ecole Suisse Internationale  
Langue Onze Toulouse  
Le Franc Parler   
LSF Montpellier  
Lyon Bleu International  
Paris Langues / Club CEI des 4 Vents  

Sprachcaffe Languages Plus  

Alpha College of English  
Atlantic Language Galway  
Cork English Academy83  
Emerald Cultural Institute  
Galway Cultural Institute  
Language & Business College Ireland  

Clubclass Residential Language School  
EC English Language Centre  
English Language Academy  
inlingua Malta  

Eurocentres Cape Town  

Cape English Language School  
EC Cape Town  
Eurocentres Cape Town  
Good Hope Studies  
inlingua Language Training Centre Cape Town  
International House Cape Town  
Interlink School of Languages  
Jeffrey's Bay Language School  
Kurus English  
LAL Cape Town  

International House - Sevilla CLIC  
Inturjoven Spanish Courses   
Malaca Instituto - Club Hispanico SL  
Pamplona Learning Spanish Institute  

ELS Language Centers  
STS Student Travel Schools  
University of Arizona  
University of California San Diego  
Zoni Language Centers  

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