Tesfaye Zeleke (PhD)Habtamu Asfaw2024-06-032024-06-032022-06https://etd.aau.edu.et/handle/123456789/3095The objective of the study is to assess marketing strategies used by Five Star Hotels in Addis Ababa during COVID-19 pandemic. The research design of the study was descriptive and explanatory research design. The research approach of the study was mixed approach. Sources of data were both primary and secondary sources. Descriptive statistics (frequency, percent, mean and standard deviation) were employed to analyze and interpret the data obtained from the field through data collection instruments. The finding of the study indicated that the hotels fully understood the concept of marketing strategies. The hotels is being thoroughly implemented various marketing strategies during COVID-19 pandemic. Five star hotels need to allocate and have budget as prerequisites for the implementation of marketing strategies during a crisis like COVID-19. Five star hotels in Addis Ababa employed or utilized marketing strategies by making excellent use of social media platforms on the arrangement of business meetings and to directly contact/communicate business meeting clients. In addition to this, five star hotels are providing hyperlink on their websites, emails and social Medias for detailed information about business meeting, Regarding to service quality and social media the study indicated that the service quality of business meetings in five star hotels rated as excellent. Business meetings clients tend to exert a higher expectation of service quality in five star hotels. The role of marketing strategies such as social media on business meeting performance during COVID-19 in five star hotels is positive. The study pointed out that the highest average number of meeting before COVID- 19 was recorded in 2019 followed by in 2018 and 2021. The highest number of meetings during COVID-19 took place in 2021 and followed by in 2020 and 2017/18. Concerning the parameters that determine the efficacy of marketing strategies adopted by five star hotels in Addis Ababa the study pointed out that COVID-19 has negatively affected the hotel industry and has crippled the income earned. Based on the finding of the study the researcher recommends that five star hotels and other stakeholder should promote their service and products are available to customer with the enforcement of WHO and CDC regulations by using various social media platforms. Tourism Minister in collaboration with five star hotels and Addis Ababa Hotels association should conduct study to find-out alternative marketing strategies and understanding that is adopted by five star hotels and arrangement of business meeting during COVID-19. Identify appropriate mechanisms that can be employed in order to utilize alternative marketing strategies by five star hotels. Finally, five star hotels should organize and erect billboard or electronic display that exhibit service and products to customers in public area or in the place where easily seen to public with their effort to make their service area and products free from COVID -19 pandemicenAlternative Marketing StrategiesMarketing StrategiesFive Star HotelsAddis AbabaThesis