March 3rd & 4th, 2024
39th IHI National Business Management Game
Since its inception, the game has aimed to offer an intercollegiate competition for final-year students pursuing degrees in Hospitality, Tourism, and Event Management. It has and continues to provide a platform for students to apply academic knowledge to real-world scenarios, enhancing their practical experience in the hospitality industry.
What is the IHI Business Management Game
The game is designed to simulate real-world business scenarios, allowing students to apply what they’ve learned in their studies to practical situations; This event has become a well-established educational tool, helping students develop key skills in business management while offering opportunities to connect with industry leaders and professionals.
The competition fosters the development of professional relationships and opens doors for mentorship and career opportunities. Students gain valuable insights into industry trends, job prospects, and essential skills needed to succeed in their careers. The experience gives students the chance to meet new people and form lasting friendships.
As part of the experience, participating students will receive IHI Student Membership (SMIHI). After graduation, this will convert to a complimentary Graduate Membership for one year (GMIHI). This membership is a great resource for career support, networking, and staying informed about developments in the hospitality industry.
For many of our current industry leaders, the IHI Business Management Game marked the beginning of a journey filled with growth, challenges, and achievements and remains a defining experience, one that they cherish and reflect on with great affection.
Participating Schools
Six teams from Hospitality and Event Management Programmes across Ireland competed in the 39th annual game which took place at the Radisson Blu Athlone. The intense two-day competition kicked off on Sunday, 3rd March with teams from Atlantic Technological University, Dundalk Institute of Technology, Technological University Dublin, Technological University of the Shannon: Midlands Midwest and Shannon College of Hotel Management. The teams were given three challenges which were designed to test them in the areas of financial planning, human resources, and business development strategies.
The 2024 Challenges
Participating teams were assigned three challenges over two days. The challenges were designed to test their skills in business management, including problem-solving, strategy, teamwork, and decision-making and to push the students out of their comfort zone, while also providing valuable hands-on learning experience.
Challenge 1
Teams were asked to imagine they were part of Senior Leadership Team for a boutique hotel located in a picturesque part of Ireland. The hotel is known for its exceptional guest experience, which is driven by a dedicated and skilled team. However, the hospitality industry is facing staff recruitment and retention challenges.
They were asked to develop a comprehensive plan to attract top talent to their hotel; including innovative recruitment methods, identifying the key roles needed for the hotel's success, and a marketing strategy to appeal to potential employees.
The Challenge also asked for the design of an employee retention program. This programme needed to address staff motivation, engagement, and loyalty to the hotel.
The plans were then presented to four Judges highlighting how they would set their hotel apart in the hospitality industry and ensure long-term success.
Challenge 2
Continuing as members of the senior leadership team for the hotel mentioned in Challenge 1, the teams were tasked with facing the realities of cost management in a turbulent economy, with factors such as the current economic climate, and rising costs.
The teams had to conduct a thorough analysis of the main areas where their hotel incurred costs, identifying which costs had increased the most and exploring reasons behind the increases.
Next, they had to develop a strategic plan to manage and reduce these costs without compromising the quality of the guest experience. This could include negotiating with suppliers, exploring alternative products or services, or implementing new technologies to improve efficiency.
Ensuring that their cost reduction strategies aligned with sustainability principles was crucial as the hospitality industry has increasingly moved towards eco-friendly practices.
The teams had to produce a written twopage report, which was read by their Ownership (the Judges). The report had to be a detailed presentation of their cost analysis and reduction plan, explaining how their strategies would help their hotel navigate the economic challenges.
Challenge 3
In the final challenge, all teams were required to produce a presentation for the Judges and guests. Continuing as the senior leadership team for the hotel created in Challenge 1, the assigned task was to present on maximizing revenue through strategic marketing and sales. As part of a competitive hospitality market, the hotel needed to stand out to attract and retain guests.
The presentations required a market analysis identifying the hotel's primary competitors and target audience.
A marketing strategy was also be required to show a mix of traditional and digital marketing channels, which included social media campaigns, email marketing, content marketing (e.g., blogs, videos), SEO strategies for the hotel's website, and any traditional media (e.g., print ads, billboards) if applicable.
Partnerships or collaborations with local businesses or attractions that could enhance the guest experience and provide mutual promotional benefits were to be considered. Their sales plan needed to include direct sales tactics, group sales strategies (for events, conferences, etc.), and travel agency partnerships.
Developing pricing strategies that reflected the value of a stay in their hotel, including dynamic pricing models, packages, and special promotions was required,
Finally, they needed to propose ways to enhance the customer booking journey, from discovery through to post-stay feedback, which could include improving the usability of their website, personalizing guest communications, and implementing a loyalty programme.
A detailed presentation of their market analysis, marketing strategy, sales plan, and customer experience improvements was delivered to explain how their strategies would collectively boost their hotel's revenue, ensuring to highlight the expected outcomes and how success would be measured.
The Winning Team
The winning team from ATU included Team Captain Genie Mc Dowell, Siobhán Byrne, Zoe Mitchell, Caoimhe Sweeney and Keeva Gannon.
The team received a one-night stay (B&B) for two people at any iNua Radisson Blu Hotel.
IHI President, Daragh O'Neill FIHI said "Once again, the Business Game was an outstanding success. Well done to all the teams and lecturers involved. We will continue to build on this to encourage a new generation into hospitality."
The Game was sponsored by Fáilte Ireland, Russell Partnership, Irish Hotels Federation, Talbot Collection, iNUA Collection, Windward Management, Dalata Hotel Group, Classic Drinks and Booking.com.
Testimonials
As someone who have been terrified of presenting my whole life, this is one of my favourite memories from college! Don’t let the presentation put you off because it will be about 2 minutes of your life and it was over before you even started! This is a fantastic experience and opportunity as you get to create something you can confidently talk about at interviews!! And you get to speak to so many industry leaders which is so good for final year students. The actual games are such good craic and you will find that you’re enjoying yourself even when you’re working the projects. All in all I would encourage everyone to apply as it’s not much of a commitment but what you get back is SO valuable!
I would recommend it to the moon and back. Even just friend making with your team as well as meeting other students from other schools that are on similar paths to us. The seminar after the competition was also so beneficial with real industry leaders sharing their paths. It’s so inspiring!
Great memories of the night out, and the little trip away makes for an exciting event that you'd be sorry to miss in your final year to be honest. Apply!!
Absolutely, 100% do it!!! I know majority of people say this as well - I remember when I was deciding whether or not to go for it and reading all of the comments from the previous years saying "do it", "go for it", "great experience" etc., and I kind of rolled my eyes and now here I am telling you the exact same thing but I cannot tell you enough times to put your name down. Don't worry about it taking up a lot of time in your final semester - it doesn't and as cliche as it sounds it is an experience you won't forget. It puts you outside your comfort zone but it is 100% worth it. The power of contacts is crazy and this event gives you the opportunity to meet so many industry professionals that could help you get your foot in the door after graduating. It is great craic as well, being put up in a nice hotel, dinner and wine served to you - that half sells it in my opinion.
Just do it - I can guarantee, you will not come out of the experience regretting it! Have fun!
All in all, absolutely well worth it. Win or lose or whatever, it doesn't matter because your LinkedIn will be popping either way. You will have participated in challenges that some of the judges wouldn't believe the difficulty of, and will be more impressed with you than you can imagine beforehand.
Definitely take part in the games it's a great networking experience and it bonds you with your team. It definitely helps you improve on presentation skills.
