What is one primary function of many hotels within a competitive set?

Creating marketing strategies is a primary function of many hotels within a competitive set because it enables them to effectively position themselves in the market. By developing targeted marketing strategies, hotels can attract specific customer segments, enhance their visibility, and differentiate their services from competitors. This is crucial in a highly competitive environment where guests have numerous options.

Marketing strategies can involve promotional campaigns, partnerships, and innovative online marketing approaches tailored to the preferences and behaviors of potential guests. Through effective marketing, hotels can improve brand recognition, communicate unique selling points, and ultimately drive bookings. This focus on strategic marketing is vital for building customer loyalty and sustaining competitive advantages within the hospitality market.

The other options do not serve as primary functions for hotels in this context; for instance, increasing rates or lowering occupancy generally isn't a strategic goal, and limiting guest feedback would undermine efforts to improve service quality and guest satisfaction.