Influence of Aesthetics on Customer’s Choice of Unrated Budget Hotels in Nairobi Kenya

The Unrated Budget Hotels (UBHs) are on the rise in Nairobi, they are quite a vital sector of the hospitality industry which is the second highest contributor to the Kenya’s GDP. In order to survive in the very competitive hospitality industry, a number of them engage in unorthodox methods such as employing some workers to woo customers from their competitors, some even tarnish their competitors’ reputation in order to win their customers. The study used cross sectional design with semi-structured questionnaires to investigate if use of aesthetics in the areas of: service delivery, food products, rooms and billboards can attract customers to the UBHs. The study established that adoption of aesthetic meal services such as aesthetic packaging, unique utensils and aesthetic quality services increase customer’s choice of UBH. Similarly, serving unique attractive food products with aesthetic flavors, colors and shapes increases customer’s choices of the UBH. Additionally, providing aesthetic rooms with beautiful items, stylish beddings increases customer’s choice of the UBH. However, it was determined that whereas catchy billboards with catchy highlights of facilities influenced the customer’s choice of UBH, it had more effect on new customers than on repeat customers. The study recommends that UBH enhance their aesthetic meal services by investing in creative, eco-friendly packaging with the hotel's branding and incorporating of distinctive utensils that complement the UBH’s theme. Additionally, UBHs should offer unique food products with bold flavors, vibrant colors, and innovative shapes. Room aesthetics should be improved by upgrading décor, providing stylish beddings, and maintaining pristine room conditions. Lastly, the hotels should redesign their billboards to showcase aesthetically appealing room designs and food presentations.