Understanding SMERF: A Group Sales Guide for Sales Managers in Hospitality 

In the world of hospitality sales, you are constantly seeking ways to enhance guest experiences, foster community engagement, and diversify your business mix, all while closing deals. To accomplish this, one of the most effective strategies you can tap into is selling to SMERF groups (Social, Military, Educational, Religious, and Fraternal groups). 

While corporate travelers and large conferences often dominate hotel sales strategies, SMERF groups provide a valuable balance. They tend to book during shoulder seasons, helping hotels maintain occupancy year-round. Additionally, they often require group room blocks, catering services, and event spaces, making them profitable beyond just room revenue. SMERF groups are also known for their loyalty. 

By taking the time to understand these niche markets, you can build positive relationships and unlock several opportunities for steady revenue and long-term partnerships. In this post, we’ll break down the meaning of SMERF, what each group brings to the table, why tending to each group is crucial for your sales strategy, and actionable insights on how to attract and retain SMERF group business. 

What is SMERF?  

SMERF stands for: 

1) Social: Events, social gatherings, celebrations, and personal milestone events. 

By offering not only accommodation but also a venue that becomes part of the celebration, hotels frequently serve as the setting for social events. Social groups often bring larger parties and require personalized services like banquet space, catering, and audiovisual support. Flexible event spaces and customized packages can be major selling points. 

2) Military: Reunions, active-duty gatherings, debriefs, formal dinners, and conferences typically attended by uniformed personnel.  

Military groups value affordable pricing, accessible amenities, and respectful service. Many hotels offer military discounts and create tailored experiences to honor service members. Recognizing the distinct requirements and organized nature of military gatherings enables you to deliver precise and respectful service. Key features, such as privacy, security, and adaptability to last-minute changes, are highly appreciated within this segment. 

3) Educational: Academic conferences, seminars, teacher associations, student competitions, and collegiate events. 

Educational groups may need classroom-style setups, breakout rooms, and accommodations for large numbers of students or faculty. Building relationships with academic institutions and consistently updating your event technology will ensure your hotel remains a top choice for these intellectually engaging gatherings. 

4) Religious: Worship services, faith-based retreats, religious conventions, or youth camps. 

Religious groups often seek family-friendly environments and value event spaces that accommodate group worship or communal activities. These groups value venues that provide spaces for reflection and prayer, adhere to dietary restrictions, and maintain a tranquil environment. Understanding their cultural needs and providing inclusive experiences is key for strengthening relationships and encouraging repeat business. 

5) Fraternity: Membership organizations, civic clubs, societies, or alumni associations. 

Fraternal Groups seek venues that can facilitate both formal ceremonies and social gatherings that accommodate their unique traditions and rituals. Competitive group rates, loyalty programs, and a vibrant local area can be selling points. Building relationships with local chapters of various fraternal organizations can lead to enduring partnerships. 

Strategies to Attract SMERF Groups

1) Offer Flexible Packages: Create customizable group packages that cater to different budgets and event needs. Include catering, AV equipment, and special perks like complimentary meeting rooms for larger blocks. 

2) Highlight Value-Added Services: SMERF groups are often budget conscious. Offering added value, such as free Wi-Fi, discounted parking, or complimentary breakfast, can make your property stand out.

3) Leverage Local Partnerships: Collaborate with nearby attractions, restaurants, or transportation services to offer bundled packages. This adds appeal for groups planning multi-day events.

4) Promote Your Hotel’s Community Involvement: Many SMERF groups are mission driven. Highlighting your hotel’s support for local causes or offering volunteer opportunities can resonate with these groups.

5) Provide Personalized Service: Build relationships with event planners by assigning dedicated group coordinators who understand the nuances of SMERF events. Offer site tours, showcase past successes, and provide testimonials from similar groups.

6) Utilize Digital Solutions: Streamline contracts, payments, and communication using tools like Sertifi’s secure e-signature and payment platforms. Efficient processes build confidence and encourage repeat business. 

SMERF groups may not always make the headlines, but they do offer steady, reliable revenue streams for hotels that know how to cater to their unique needs. By understanding the unique characteristics of SMERF groups and implementing targeted strategies, sales managers can effectively tap into this market and drive sustained growth for their properties. Investing in the right relationships and providing exceptional service ensures that these groups return year after year — filling your rooms and contributing to your long-term success. Now is the time to add SMERF to your sales strategy and watch your occupancy rates grow.