Positioning Strategies Adopted by Five Star Hotels in Nairobi, Kenya

Abstract

This research project investigates the positioning strategies adopted by five star hotels in Nairobi, Kenya to stay competent in the stiff competitive market in the hotel industry. The study has been conducted by considering seven 5-star hotels in Nairobi, Kenya which have been awarded 5-star rate award by the ministry of tourism of Kenya in 2003. The research considered theoretical frame works that have been drawn from the literature review on the basis or approaches of developing positioning strategies. The research has investigated different researches in the literature reviewthat have been done in the hotel industry on positioning strategies and used for current research purposes. The research project finds that five star hotels in Nairobi, Kenya have adopted various poisoning strategies based on different approaches of developing positioning strategy. The positioning strategies that have been adopted by 5-star hotels include leadership positioning, personal contact positioning and extensive staff training positioning strategies which the six 5-star hotels or organizations have an approach of highest extent . Positioning strategies on the basis of quality customer service, physical attractiveness, range of product offerings ,unique product features, safety and security systems, information technologies are also have been approached by five 5-star hotels to the highest extent. .