The hotel industry has been one of the most competitive industries especially in the 21st century. For this reason, enhancing customer loyalty is one of the key aspects of enhancing competitiveness in the industry as well as ensuring business continuity. Lake Kivu Serena Hotel is one of the major players in the hospitality industry in Rwanda. The hotel has the advantage of operating under the prosperous Serena group of hotels that enables global marketing of the brand and developing universal strategies to improve its competitiveness globally. However, operating under the Serena Group of hotels is not a guarantee that Lake Kivu Serena Hotel will remain prosperous forever. In the event that customers are satisfied with products or brands, they most likely become loyal customers and keep spreading good word of the hotel. In that manner, in the event that they are disappointed, they will probably switch off brands and talk bad of the brand to different customers about the hotel. The brand of the hotel is an essential factor that emphatically or contrarily influences advertising exercises and the image is the main thing that creates a good impression of the hotel.

Customer Satisfaction, Challenges towards Hotel Organizations, Tourist Destinations