Global marketing in the hotel industry in Nigeria: Its’ driving and restraining force

Globalization is inherently the major important changes that have affected our hastily evolving world. Technological innovations and tactical novelties are drivers of advancement and demonstrate their effect everywhere, especially in the hospitality sector. Given the fact that the hotel industry is based on collaboration between broad collections of products, the benefits of global revolution in the sector are quite obvious. The study adopted the secondary data method. This study extensively discussed the concept of global marketing in the hotel industry in Nigeria with its driving and retraining forces in view. Based on several substantiation found in literatures, the paper conclude that observance and efficient adoption of service digitalization in the hotel industry in Nigeria will enhance hotel positioning and profitability. The study consequently recommends that hotels in Nigeria should habitually advance on their offering digitalization strategies in other to birth or enhance their global image. Moreover, the study call for empirical research to validate models on service digitalization and global positioning in the hotel industry in Nigeria,