PREFERENCE STRATEGY AND ITS INFLUENCE ON HOTEL BRANDS. A CASE STUDY OF NASCO HOTEL

Abstract

The hospitality industry is highly competitive, with hotel brands constantly seeking strategies to differentiate themselves and attract guests. One such strategy is the use of preference strategies, which involve tailoring services and experiences to meet the specific desires and expectations of target customer segments. The study looked at identifying the preference strategies adopted at the Nasco Hotel, their impacts on brand equity dimensions, and effects on customer satisfaction and customer loyalty. The study employed a descriptive research design and purposive sampling technique, which sampled 30 employees in the Nasco Hotel. Data was collected from the respondents’ using questionnaires and analyzed with the help of Statistical Package for Social Sciences (SPSS) version 27. Based on the findings, it was revealed that implementation of sustainable operations, customer engagement through social media and loyalty programs, and maintaining high standards of cleanliness and hygiene were the common preference strategies adopted at the hotel. The researcher also concluded that adopting preference strategies at the hotel strengthens brand associations, helps create a cohesive brand identity, and also fosters brand loyalty and encourages long term engagement. It was recommended that as sustainability becomes a more prominent factor in consumer decision-making, hotel brands should prioritize eco friendly practices. This includes obtaining green certifications, reducing waste, conserving energy, and sourcing sustainable products. It was also recommended that hotels must consistently adhere to the highest hygiene standards and communicate these efforts clearly to guests. Regular audits, certifications, and visible cleaning protocols can reassure guests and influence their decision to choose a particular brand.