Influence of marketing strategies on attraction of international customers in the hotel industry in Nairobi, Kenya

Abstract

The study sought to establish marketing strategies adopted by hotels in nairobi county as well as their attraction of international customers. The study objective was to establish the marketing strategies adopted by hotels in Nairobi County and their influence on performance of International customers. The study adopted descriptive research design targeting 52 hotels in Nairobi County where each hotel received 1 questionnaire. The respondents were Marketing managers or the equivalent. Primary data was collected using questionnaires as well as secondary data from articles in regards to performance of the hotels. The data collected was presented in form of frequency tables as a representation of the results. Findings from the study indicate that marketing strategy practices namely Broadcast communication, Social Media, Billboards, Verbal and Print have an effect on the attraction of international customers to hotels in Nairobi although in variation. All the hotels strive to make their services be of good quality and known by their target market. This study has established that social media is widely used by hotels to market their services to international customers and therefore affect their performance. Firms need to continously adopt frameworks that creatively churn out endless practises in order to remain competitive. In addition, they have to find out which platforms their target population access in order to market their services accordingly.