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new strategy for meetings, incentives & events

The Westbury Hotel is a 5 star luxury hotel located at the heart of Dublin's City Centre. It is the flagship property for The Doyle Collection, a family owned network of 10 hotels in Ireland, the UK and the USA. In the 1990s The Westbury Hotel was the leading property in Dublin city for lucrative US-originating incentive business. From 2000 onwards, however, it lost its prominent position in this sector due to increased competition from new market entrants. We were asked by the management of the hotel to investigate why and to create a strategy to re-position The Westbury as the first hotel of choice for US incentive buyers.

1. objective

Review the present market position of The Westbury by preparing a detailed competitive analysis; Devise a strategy to re-position The Westbury as first hotel of choice for incentive buyers

2. target audience

MICE buyers in the US and the UK

3. Activation

This 6 month project followed The Gibson Model, our proprietary 5 point strategic methodology involving discovery, creation, alignment, implementation and evaluation. Starting with "what's here now" we moved systematically towards "where we want to go" defining what human and financial resources would be needed to get us there. In the course of the project we identified brand pillars and provided statements around brand value proposition. We also provided customized training for MICE activities such as site inspections and familiarization trips.

4. Result

Overall uplift of 12.5% in MICE business in 2015 with bigger improvements in pipeline business for 2016 and beyond.