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.