In the Proud to Support Independent Hotels campaign, the loss-making wholesaler will run fortnightly offers and price-freeze initiatives. Customer consultants will also be on hand to help hoteliers.
The campaign follows Makro's Love The Pub and Every Day Takeaway campaigns, targeting pubs and fast food outlets, in 2008 and 2009.
Makro said it wanted to develop closer relationships with independent hotel owners. It currently has 8,000 registered hotel customers and is on course to have 600 of these buying regularly from it by the end of the year.
"We will launch a range of packages for our hotel customers, including a wide range of offers on popular hotel products like breakfast items and cleaning ranges," said Garry Craft, head of target group management at Makro. "This activity is part of the overall strategy of the Metro Group."
Makro had waited until it had a strong multi-channel offering before launching an initiative specific to hotels, Craft said. Makro launched a transactional website earlier this month.
"We wanted to make sure we had a strong field sales team as well as delivery and online purchasing services before we went ahead with this," he said.
Garth Bussey, hotel target group manager at Makro, added: "Customers are guaranteed everyday low prices on core lines such as breakfast items and products that owners can't re-sell, such as cleaning equipment and guest amenities."