EXPLORING MARKETING STRATEGIES FOR COMPETITIVE EDGE AND GROWING SMALL AND MEDIUM HOTELS IN FEDERAL CAPITAL TERRITORY, ABUJA

Abstract

This study explores marketing opportunities for small and medium hotels in Abuja, focusing on strategies for growth and competitiveness. Given the increasing importance of digital platforms, the study examines the effectiveness of various marketing channels and the impact of customer reviews on hotel booking rates. Using a mixed-method approach, data were collected through online surveys and interviews with 350 respondents, including hotel managers, marketing staff, and customers. The analysis revealed that social media platforms, such as Facebook and WhatsApp, are the most effective marketing channels, while positive customer reviews significantly enhance booking rates. Additionally, competitive pricing was found to be a key factor influencing customer decisions. Based on these findings, the study proposes three actionable marketing strategies: enhanced social media engagement, active online reputation management, and targeted advertising with special offers. These strategies are designed to increase the customer base of small and medium hotels in Abuja by 15% within one year, helping them remain competitive in a dynamic market. The study highlights the importance of embracing digital marketing and customer feedback management as essential tools for driving growth in the hospitality industry.