"The UK currently makes up 40% of our business and was closer to 25% before we engaged the fine team at ITG. I have personally attended WTM and Caribbean Marketplace with ITG and would not want to go back without their support. They know every important tour operator, travel agent and media contact on a first name basis."

Read the Nisbet Plantation Beach Club Case Study HERE

Jamie Holmes
General Manager, Nisbet Plantation Beach Club

Case Study – Nisbet Plantation Beach Club

ITG commenced representation of Nisbet Plantation Beach Club in 2005, handling all trade relations and public relations in the UK.  The main objective for the Resort was to increase market share by generating awareness, identifying and nurturing relationships with key tour operator partners and ensuring that our partners selling Nisbet are educated in the charm of the Resort.  The aim was also to achieve a better balance for the Resort in terms of source market, as at ITG's appointment, approximately 75% of guests were from the US market.  With ITG in the UK, Nisbet uses the ITG team as an extension of its UK Sales and Marketing arm, giving the Resort full time exposure in the market at a contract controlled price.

Since commencing work with Nisbet, ITG has refined trade partner relations and Nisbet has seen growth from loyal and enthusiastic partners.  As is the case for boutique properties, marketing budgets need careful management and ITG has successfully achieved a number of successful sales missions with the Resort's GM, including a bespoke Spa Day and exclusive afternoon tea events.  Each trip has been personally scheduled, managed, and followed-up on by the team at ITG allowing for continuity during personnel changes on property. Competitions have been initiated and run by ITG to achieve brand awareness and support PR activity. 

Competitions such as our Pirates Ditty or Nisbet's Christmas Conga have allowed us to interact with our strong trade supporters and grow our tour operator and travel agent relations further.  Nisbet's global strategy encompasses the use of e-commerce and ITG has produced quarterly newsletters keeping our partners updated, as well as using social networking sites to run competitions and communicate with our partners.  ITG has secured support and worked closely with British Airways in the promotion of the Resort, achieving awareness for both parties of the new direct airlift to the destination.

With limited budgets and airlift ITG has successfully grown partner product knowledge through hosting tour operator fam trips, providing invitations to visit to select agent partners and extending a complimentary stay to competition winners'.  One of the biggest obstacles to overcome was people's understanding of access to the destination.  Using training, promotions, and PR, ITG has successfully changed many trade partners' perceptions of this and Nisbet is now the top selling Resort in Nevis with many of our leading tour operator partners.
Over the term of appointment ITG has achieved coverage in leading consumer press such as OK Magazine, the Daily Mail, Marie Claire and Wedding Ideas.

The UK market now constitutes 40% of the Resorts annual occupancy and room nights in 2009 were maintained year on year, despite a very challenging market. 

ITG continues to build on Nisbet's coverage in the UK and assists with the development of European contracts.  A strong partnership has developed and the ITG team is in sync with the Management at Nisbet.