ABSTRACT

The study aimed at identifying the different types of marketing strategies adopted by different hotel establishments in Uyo metropolis of Akwa-lbom state, it also tried to ascertain if strategy had any role to play in increasing the patronage received by hotel establishment in Uyo, and the various departments of the hotel where marketing strategy is being adopted. A survey research design was adopted and twenty-five hotels were selected using stratified random sampling out of a total population of forty-five hotels in the study area for the study. Data generated were analyzed using simple frequency percentages to describe the different marketing strategies adopted and the departments of the hotel in which these strategies are employed. The result arrived at showed that various types of marketing strategies were adopted by some hotel establishment. From the study of previous records and that generated from the questionnaire the result indicated the evidence of profitability when hotel that adopts marketing strategies were compared. Recommendations to the few hotel establishments that do not adopt / marketing strategies was that from time to time such outfits should employ the known strategies that best suits their operation for increased profitability.