EVALUATION OF THE RELATIONSHIP BETWEEN PROMOTIONAL SALES TECHNIQUES AND HOTEL PERFORMANCEIN SELECTED HOTELS IN LAGOS STATE

Abstract

This study examined the relationship between the promotional sales techniques of selected hotels on their performance. The objectives were to assess the different sales promotion techniques adopted by hotels, and how they relate to the profitability of the hotels. A survey research design was employed in the study and questionnaire was used as the research instrument used to collect the required data from 200 staff members of some selected hotels in the metropolis of Lagos state selected with a simple random sampling procedure. The data collected were analysed using frequency distribution, while the Pearson Product Moment Correlation coefficient was used to test the hypotheses formulated. The result showed the promotional techniques used by hotels in the Lagos metropolis are discounts with recreational facilities (71.3%), loyalty programs (86.7%), healthy menu options (95.9%), speedy check-in and check-out (100%) and easy transportation (100%). It also found that there is a strong, positive and significant linear relationship between sales promotional techniques used in the hotels and their profitability (r = 0.672; p < 0.05). The study, therefore, concluded that sales promotional activities of selected hotels in the metropolis of Lagos State significantly and positively correlate with their profits. It is therefore recommended that hotels should enhance their promotional activities to increase their profitability.