Marketing Strategies and Target Audience Influence on Customer Retention in Selected Hotels in Lagos Mainland

This study investigated the influence of marketing strategies and target audience orientation on customer retention in selected hotels in Lagos Mainland, Nigeria. Using a mixed-methods exploratory design, data were collected from 200 hotel customers and key informant interviews with hotel managers. Quantitative data were analyzed using descriptive statistics, Friedman test, correlation, and regression analysis with SPSS version 22, while qualitative data were analyzed using thematic analysis. Findings indicate that marketing strategies and target audience orientation significantly enhance customer retention. The study concludes that deliberate marketing practices, clear audience targeting, and consistent brand management improve customer loyalty. It recommends that hotel managers integrate digital and traditional marketing, tailor services to defined customer segments, and strategically apply market insights to strengthen retention and competitiveness.