SMERF Segment Sales Strategy
Governs how social, military, educational, religious, and fraternal group business is priced, dated, and serviced as strategic base for need periods.
Why This Matters
SMERF is the segment that fills the weekends and seasons corporate demand ignores, and it rebooks with remarkable loyalty when treated with respect. The discipline is placement: priced right and dated right, SMERF is foundation; placed carelessly over peak demand, it displaces the hotel's best revenue. Volunteer planners also need more structure from us, not less.
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