The mobile marketing revolution has had various impacts on the world travel market. It has supported small, medium and large hotel enterprises to reach their customers and to develop their customers' loyalty. The performance of small and medium hotel enterprises' (SMHEs) in relation to electronic marketing is different than large hotel enterprises. There is a paucity of research on mobile marketing of SMHEs, especially, in the Egyptian market.
This research explores the adoption of mobile marketing by of Greater Cairo SMHEs using a mixed methods research approach. Semi-structured interviews and website content analysis were undertaken to reveal Greater the strengths and weaknesses of Cairo SMHEs. The research findings point to mobile phone calls and text messages as strong points in their performance but “mobile applications" was one of their weaknesses. The paper makes recommendations which should help SMHEs to advance their mobile marketing performance.