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 SMERFE MarketThe SMERF market long known for encompassing social, military, education, religious, and fraternal organizations; however it has now evolved into SMERFE including ethnic associations, events and organizations. This market segment generates room nights through sports tournaments, military reunions, religious conferences, and fraternal conferences and reunions. Specifically, you can target the SMERFE market by:
 To attract SMERF business, it’s important to know the needs of these groups:
Fraternal and service groups: - High percentage of spouses and children; attendees pay their own expenses. Attendees often combine vacations with convention attendance. - Want nearby sightseeing and recreational activities. - No group meals; only special deals with no guarantee on the number of meals sold. - Meetings are built around large general sessions that attract prominent speakers. Educator organizations: - Meetings are held when school isn’t in session. Meetings are emphasized, with few social functions. - Heavy use of breakout rooms. Some groups are very large.
Military/Government organizations: - Expenses paid by the U.S. government (not every state allows tax exempt status for these meetings). - Groups insist on special rates, and typically have a maximum per diems. There is some double occupancy. - Require meeting rooms on a 24-hour basis. - Often use purchase orders and social programs are low budget.
Ethnic
organizations: - Needs are similar to fraternal associations. - Attendees pay own expenses and there’s a high percentage of multiple occupancy. - Social programs are elaborate.
Religious organizations: - There are two categories: vocation and avocation. Conventions can cover a wide range of special interests. - Site selections vary according to specific needs of the interest group. - Conservative denominations tend to need fewer and larger meeting halls; liberal denominations may require a variety of breakout rooms.
 Colleges - If your hotel is near a college or
university, seek incremental business through the admissions department, a discount card for
parents, an ad in the university's yellow pages directory (something many grads and parents keep for years), or even a free listing on the college's online business directory. Make contacts and see what is available, and talk to the coaches to see if they make arrangements for out of town teams and events - sports teams are a great market segment, and tend to be loyal (they also tend to be low-price and require a lot of double bedded, non-smoking rooms - but based on the sport you target, they do come year round!). Fitness centers and free continental breakfasts are great incentives for sports teams. Military Bases - In addition to day meetings and the occasional big conference, military bases can provide your hotel with room nights through their MWR (Morale, Welfare and Recreation) offices. Offer holiday specials, a romance package (with breakfast & champagne is nice), weekend getaways, etc.. Visit in person with your brochures and special fliers or rack cards, especially right before a ship's return! Realtors - Real estate professionals often get asked about long- and short-term housing options, so make friends with some realtors in your town, and brainstorm how you can work together. Hospitals - Talk to the admissions desk employees to see if there is an arrangement with local hotels to provide discounted rates to families needing to unexpectedly overnight due to accident or illness. Funeral Homes - Many will refer to nearby hotels. Take brochures, rack cards and offers -- special bereavement rates are always appreciated. |