Surviving the Storm: Marketing Strategies for Hotels in Crisis-Stricken Countries

Abstract

This research aims to explore how do hotels operating in conflict affected areas adjust their marketing strategies, sales management practices, prices, promotional tactics, distribution channels, products and services, to adapt to the situation uncertainties and maintain operations. To address these questions, a qualitative research was carried out through interviews conducted with managers of seventeen hotels, holding different managerial positions, from commercial directors, to marketing executives, sales and marketing managers, cluster directors of sales, and directors of communications. Data was analyzed using thematic coding to extract the main themes and subthemes revealed by the participants. The findings highlighted by this study show that there is a strong relationship between Marketing Strategies and Sales Approaches, and hotels’ adaptation in conflict situations. This research contributes to a deeper understanding of hotels’ crisis-management strategies in conflict-affected regions.