Customer retention is the continuous process or set of actions carried out to decrease churn rate of customers and it is the different types of relation with customers that service organizations manage in a long run. Star hotels are large and fashionable hotels that adopt unique retention strategies in order to satisfy tourists and make them loyal to them. The findings reveal that more than two fifth of tourists viewed that customer retention strategies in star hotels is at moderate level. Significant difference is prevailing between customer retention strategies in star hotels and socio-economic profile of tourists. Loyalty of tourists towards star hotels has positive, significant and high relation with customer retention strategies in star hotels. To improve customer retention strategies in star hotels, they should arrange guest programmes and must offer free trips to tourists. In addition, star hotels must issue loyalty cards and they should build relation with tourists through online platforms.

Keywords: Customer Retention Strategies, Loyalty, Star Hotels, Tourists.