Influence of Strategy Implementation On Performance of Hotel Industry in Kenya: A Case Study of Accor Group Hotels in Kenya

Abstract

The performance of international hotel chains in Kenya, including Accor Hotels, has faced growing pressure from rising customer expectations, technological disruption, and increased competition from both regional and global players. Despite Accor’s strong international brand presence, its Kenyan operations have encountered challenges in maintaining consistent service quality, operational efficiency, and guest satisfaction. Effective strategy implementation is therefore essential to sustain competitiveness and improve performance. This study examined the effects of strategic implementation on the performance of Accor Hotels in Kenya, focusing on four dimensions: employee engagement strategies, technological integration, customer feedback mechanisms, and leadership support. A descriptive research design was adopted, targeting frontline staff, customer care representatives, and managers across eight Accor Hotels in Kenya. A stratified random sampling approach yielded 118 valid responses from a population of 168 employees. Data were analyzed using descriptive statistics (frequencies, percentages, means, and standard deviations) and inferential techniques (correlation and regression analysis). The findings revealed that all four strategic variables had a statistically significant positive effect on the performance of Accor Hotels in Kenya, with leadership support emerging as the most critical determinant. The study concluded that strategic implementation plays a pivotal role in enhancing operational efficiency, customer satisfaction, and competitiveness. The study recommended that Accor Hotels strengthen employee engagement through structured training, recognition, and communication systems; accelerate technological integration by automating operations and adopting customer-facing innovations; enhance feedback mechanisms through real-time digital platforms and systematic complaint resolution; and invest in leadership development programs that emphasize strategic communication, accountability, and empowerment. Through adopting these measures, Accor Hotels can achieve sustainable performance improvements and provide lessons for the wider hospitality industry in Kenya.