Promotional Strategies on Market Performance of Hospitality Industry in Kenya: A Case of Hotel Tiffany Nyali, Mombasa County

Author

Victor Muthui Kiyau, Edna Moriasi


Abstract

 The hotel industry in Kenya is highly competitive, largely owing to the growing use of digital marketing, changing consumer habits and technological innovations. Hotels use a range of strategies to promote themselves as part of their marketing mix to ensure they are seen, customers are drawn and market performance is enhanced. But there are still some hotels that are struggling with inconsistent occupancy rates, customer acquisition and revenue growth. In this competitive environment, the Hotel Tiffany, Nyali is a major player, giving rise to questions regarding the market performance of its promotional strategies. For this reason the study looked into the impact of promotional strategies in the market performance of the hospitality industry in Kenya with Hotel Tiffany Nyali, Mombasa County as a case study of the County. The research used descriptive cross sectional research design to find an understanding about the phenomenon studied. The population size of 68 employees with a sample size of 58 respondents with stratified random sampling was used. Structured questionnaires collected data which was analyzed using descriptive statistics and inferential statistical tests in SPSS Version 30. The study concluded that across the visibility optimization for online platforms, the mean ranged between 3.91 and 4.02 with SD= 0.89 to 0.99, meaning the respondents were overall agree with the online visibility, search engine ranking and booking platform optimization in enhancing customer awareness, enquiries and bookings. The mean of social media marketing varied from 3.96 to 4.09 with SD=0.92 to 1.03, indicating that regular updates on social media, engaging with customers, and creating targeted promotion campaigns positively impact market performance. The study concludes that the promotion strategies of the hotel is strengthened by the effective use of digital and customer focused promotion strategies which enhances the competitive position of the hotel. Having visibility online boosts customer reach, while competitive pricing draws in a new customer base and good online reputation management fosters customer confidence. The hotel should periodically review its online booking profiles for accuracy, ensure good search engine optimization and provide correct hotel information. It should also improve social media marketing with good engaging content, timely response and targeted ads. 


Keywords

Platform Visibility Optimization, Social Media Marketing, Market Performance



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