Contribution of Social Media Networks Usage on Performance of Selected Upmarket Hotels Based in Kigali- Rwanda

The contribution of travel and tourism industry to Rwanda’s GDP increased from 4.7% in 2000 15.1% 2019 with an average annual rate 7.02%. It is evident that the hospitality relies on use information communication technologies marketing, promotional activities, sales creation relationships their customers. However, there has been limited research assess social media networks performance Rwanda. Thus, objective study was effect network usage, determine how selected hotels reach out customers establish most popular platforms. Using a descriptive design, adopted hybrid approach both qualitative quantitative for collection data employed primary secondary methods collect including formulation interview form questionnaire. Results revealed have significantly contributed upmarket Kigali used marketing purposes attract found about 96.4% hotels’ clients platforms make bookings while least indicate at 3.6% respondents indicated had small impact hotel business. commonly include Facebook, YouTube, Instagram, WhatsApp Twitter. In conclusion, paper highlights importance segment Kigali, Rwanda, its industry. findings positive hotels, high percentage using bookings. recommends keep records indicating which mode they making These must uses access various services. Also, should ensure appropriate staff IT skills operate manage networks, them get reviews future improvement continue investing promote brands. Hotels presence multiple wider audience. Finally, monitor evaluate usage identify areas optimize strategy. Keywords: Social Media Networks, Upmarket Hotels, Hospitality, Performance, Rwanda