Robyn Cahill is one of five David Riddell Scholarship recipients who will be attending SITE Global Conference 2025 thanks to the generous support of SITE Foundation.
Here is Robyn’s winning essay, where she details the impact the incentive travel industry has made in her life and career so far.
The incentive industry has ignited a passion in me that I never knew existed in my earlier years.
Growing up, I struggled to find direction. During school, I lacked focus and often played the role of the class clown, where I felt safe and comfortable. This persona allowed me to hide behind humour, deflecting attention from my insecurities and uncertainty about the future. With low confidence and no college degree, I didn’t believe I was destined for much. My family and friends shared this sentiment, and I often doubted my own potential.
My journey in the hospitality industry began in 2016, a pivotal year in my life. I made the bold decision to move from Dublin to London, seeking something more for myself.
London represented a fresh start — a place where I could reinvent myself and, perhaps for the first time, discover what I was truly capable of achieving.
Landing a job at The Savoy Hotel was nothing short of a revelation. The Savoy, one of the world’s most iconic luxury hotels, introduced me to the travel and hospitality industry.
I immediately fell in love with luxury hospitality — the meticulous attention to detail, high standards of service, and the opportunity to create memorable experiences for guests resonated with me on a deep level. It was as if I had found my calling, awakening a deep desire within me to excel and build a career I genuinely wanted.
Over the next four years, I immersed myself in the industry, starting from the bottom and learning everything I could about luxury hospitality and sales. Each day presented new challenges, but I was determined to overcome them.
Slowly but surely, I found my groove and steadily climbed the sales ladder. The sense of accomplishment that came with each promotion was exhilarating, and I began to realize my potential to succeed in ways I had never imagined before. By 2020, I knew I had found my place in the world. I was confident, motivated, and excited about the future.
Then came a year that was challenging for everyone, but particularly devastating for the hospitality industry. The global pandemic brought travel to a standstill, and like many others, I found myself at a crossroads. The uncertainty took a toll on my mental health, and I came very close to leaving the hospitality industry altogether. The thought of abandoning a career I had worked so hard to build was heartbreaking, but I felt lost and uncertain about my next steps. The industry I had fallen in love with seemed to be crumbling, and with it, my sense of purpose.
Eventually, I made the difficult decision to step away from the industry. I retreated into a comfort zone that lacked challenge and excitement.
For a while, I simply existed, going through the motions of daily life without any real sense of direction. But as time passed, I began to feel a growing sense of dissatisfaction. I realized that I needed to reignite the passion that had driven me in the past.
Knowing I needed a change in direction and surroundings, I made the decision to return to Ireland.
Returning to Ireland was a turning point. It gave me the opportunity to reflect on my journey and reassess my goals. While I had faced setbacks, I realized I wasn’t ready to give up on the career I had worked so hard to build. I began to explore new opportunities, determined to stay connected to the industry I loved.
Two years ago, my current employer, The K Club, took a chance on me and introduced me to the MICE industry. This was a completely new world for me, and I was eager to learn everything I could.
Slowly but surely, I found my footing again and discovered the world of incentives and SITE. This community, which I hadn’t known existed, has already given me so much in such a short time.
Being part of SITE has been a game-changer. Surrounded by industry peers who push me further, I thrive among trailblazers, innovative thinkers, and like-minded individuals. For the first time in a long time, I feel like I’m exactly where I’m meant to be. This is where I want to continue investing my time, energy, and passion.
In January 2024, I was honoured to join the SITE Ireland Young Leaders Board, a milestone I’m incredibly proud of. Working alongside my Irish peers, who have now become my friends, has been an enriching experience. I’ve fully immersed myself in this new world and thoroughly enjoy all the initiatives that come with being part of SITE. Together with the other board members, we planned to walk the length of Ireland to fundraise for the Make-A-Wish Foundation in August. This initiative is close to my heart, and I am committed to making it a success.
The K Club also had the privilege of hosting the SITE Summer Soiree, providing an excellent platform to showcase the property to the Ireland chapter.
I spearheaded this initiative, demonstrating our ability to host high-level incentive programs for qualifiers. Our goal was to provide a motivating and rewarding destination experience, one that would surprise and delight, ensuring participants receive the ultimate incentive travel experience.
The event highlighted our ability to deliver exceptional service, luxurious accommodations, and unforgettable activities, making The K Club an ideal choice for top-tier incentive programs.
I took charge of the branding, theming, and planning, and the event turned out to be a huge success. Bringing together 130 event professionals on the resort was not only a significant achievement but also a fantastic opportunity to deepen my connections within the Ireland chapter.
The positive feedback and the sense of community that emerged from the event were incredibly rewarding. It was a defining moment in my career, reinforcing my belief that I am on the right path.
Another significant milestone this year was attending my first US sales calls. This experience was both exhilarating and nerve-wracking. Attending a series of sales calls with various incentive houses, including Maritz, provided valuable insights into the expectations and standards required for venues and destinations.
Understanding why these organizations choose specific locations for their qualifiers highlighted the importance of destination appeal as a critical factor. The ability of a destination to offer unique experiences, cultural richness, and memorable environments plays a significant role in attracting incentive programs, as it directly influences the motivation and satisfaction of participants.
Research indicates that Ireland is highly attractive for incentive travel, with a survey by SITE Ireland revealing that 91% of respondents rated Ireland as a desirable destination for incentive programs due to its rich cultural experiences, stunning landscapes, and high-quality hospitality services.
I consider myself fortunate to serve as an ambassador for Ireland, traveling the world and sharing with incentive planners, why Ireland is such a great choice.
The trip was an eye-opener, giving me valuable insights into the dynamics of the US market. I loved every minute of it and felt incredibly fortunate to have had such an opportunity. The experience also solidified my belief that I am right where I belong. I am on a mission to build lifelong relationships with these industry powerhouses, and attending the upcoming conference is a crucial step in achieving this goal.
Reflecting on my journey, I see a path marked by self-discovery, resilience, and an evolving passion for an industry I once knew nothing about.
My early years were characterized by a lack of direction, and school felt like a series of hurdles I had no interest in overcoming. However, each step I’ve taken since then, no matter how challenging, has led me to where I am today.
The incentive industry is designed to motivate beyond financial rewards by offering memorable and enriching experiences. Being a part of this industry is rewarding for me, as it allows me to contribute to creating unique moments that inspire and energize individuals, making a lasting impact beyond just monetary compensation.
As a woman growing both professionally and personally, I am proud of how far I’ve come. The doubts and insecurities that once held me back have been replaced by confidence and ambition.
The incentive industry has not only given me a career but has also helped me discover my true potential. I am excited for what’s to come and eager to continue this journey of growth and self-discovery.
The road ahead is filled with possibilities, and I am ready to embrace every opportunity that comes my way.