Smerf

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1. Define the term SMERF
The SMERF market is known for encompassing social, military, education, religious, and fraternal organizations; however it has now evolved into SMERF including ethnic associations, events and organizations. This market segment generates room nights through sports tournaments, military reunions, religious conferences, and fraternal conferences and reunions.

2. Characteristics of SMERF
 Non profit
 Very price- sensitive; low rates
 Meet during the slow season and often bring family Members
 The meeting planners usually volunteer and change each year
 Range from 50 to 500+ sleeping rooms per night
 Vary greatly in their meeting requirements

Social Local, regional, and national in scope
Wide
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- The group of meeting is very large.
Fraternal Organization
- High percentage of customer pays their own expenses. Attendees often combine vacations with convention attendance.
- The groups want close sightseeing and leisure activities.
- No group meals; only special deals with no guarantee on the number of meals sold.
- The groups are built around large general sessions that attract famous speakers. Ethnic organizations
- This group needs are similar to fraternal associations.
- Customers pay own expenses and there’s a high percentage of multiple occupancy.
- Social programs are complicated.

5. Trends that are emerging in this segment According to a survey, religious and educational segments are thriving and there has been a 15 percent increase in the SMERF market year over year. That’s why hotels need trends of SMERF market.
The one thing is the groups of SMERF are finding that a little flexibility goes a long way toward getting rooms at the right price. So, hotels try to focus on tier-one cities or cities that have special interest to group. The solution is to go to second- or third-tier destinations, where rates are lower and there is availability. But that 's not a viable option for the society, because the members won 't go. So the group has decided to stay with first-tier cities, but to keep costs reasonable, it must be flexible.
Second of all the SMERF market has remained steady,
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