What is SMERF? This silly-sounding acronym stands for Social, Military, Educational, Religious and Fraternal groups — and when targeted correctly, this audience segment offers significant revenue potential for hotels.

The hotel industry tends to overlook attracting SMERF bookings in favor of the greater bang-for-buck that comes with booking business meetings and conferences. But if you want to diversify your hotel’s clientele or fill rooms during the off-season, reaching the SMERF market is an excellent strategy.

In this in-depth guide, you’ll learn what the SMERF market is in the hospitality industry, the advantages of leveraging the SMERF market and how your hotel can attract SMERF guests to gain more recurring group bookings. (more…)