Dear WuBookers, being a hotelier means striving to meet ever-changing needs, preferences, and expectations in the best possible way. This isn’t always an easy task, but it can be simplified (at least in part) by group reservations. Often, people traveling in groups share similar interests and needs. This applies to all groups, but especially to the so-called SMERF: a very specific segment that can prove strategic for hotels. Let’s explore what this entails and how to attract them.

What SMERF Groups Mean

SMERF is an acronym that stands for: Social, Military, Educational, Religious, and Fraternal. SMERF groups therefore include all those who travel for specific occasions or celebrations linked to personal reasons (such as family reunions, weddings, etc.); anniversaries and meetings of associations (such as veterans’ groups or similar organizations); school or sporting events (including field trips, conferences, and academic seminars); spiritual rituals and religious gatherings; or gatherings of fraternities, private clubs, and other similar organizations.

Characteristics of the SMERF market in hotels

Unlike in MICE tourism (which stands for Meetings, Incentives, Conferences, Exhibitions), these travelers do not travel for business: while they need suitable rooms and spaces where they can meet – just like the business audience – SMERF groups require personalized services tailored to their specific needs.

These may include special menus, secluded areas, equipped spaces, tailor-made itineraries and entertainment, as well as ad hoc logistics and transfers.

Another characteristic of this demographic is price sensitivity. SMERFs tend to pay for their own accommodations and stay out of pocket and, therefore, are more responsive to discounted offers,vacation packages, and other deals that allow them to save money through group purchases.

But, given these characteristics, why should a hotel try to attract them?

The benefits for hotels

They have specific requests and generally spend less than corporate groups, yet SMERF groups can prove advantageous for hotels.

Here’s why:

• stability and reliability: like any industry, tourism is subject to fads and trends, and when these fade or during periods of economic uncertainty, filling the property can be difficult.

• In these cases, SMERF groups offer an additional opportunity: their members travel for reasons unrelated to market conditions or industry trends, thus ensuring more consistent revenue even during times of crisis;
• reservations even in the off-season: for the same reasons, SMERF groups are not bound by seasonality; rather, they follow their own independent schedule. They often generate occupancy even during the slowest periods, when demand is low, benefiting cash flow;
• better organization: although they are a specific category, they are still groups that, therefore, require specific rooms and services that are easier to plan for than individual guests. A feature that facilitates the overall organization of the property.
• greater loyalty: affordable rates, comfortable accommodations, adequate amenities… When a group has a positive experience, there is a real chance they will decide to repeat the experience the following year and the year after that, creating a genuine relationship of trust and long-term loyalty.

Encouraging reservations from this type of guest can therefore be very beneficial for hotels and properties in general.

How to attract SMERF groups

Unfortunately, there is no magic formula, and to attract SMERF groups, you need to put in the effort. Starting with the offer.

Create a dedicated offer

Having a sufficient number of accommodations and room types suitable for hosting groups is the first step. The second is to provide services that appeal to them, such as conference rooms (on-site or through partnerships), all-inclusive packages, personalized transfers, and customized tours and activities.

Of course, rates must also be tailored to this target audience, with discounted rates and attractive cancellation policies.

Streamline reservation (and management)

From reservation to the stay at the property, every step must proceed smoothly, both for the guests and for the staff managing the property. Groups are often seen as a source of complexity and chaos, but with the right tools, they can be managed effectively. One of these is undoubtedly a good Property Management System. Like Zak by WuBook, the PMS for properties that streamlines and speeds up front desk operations, thereby improving the guest experience – including for groups! For example, with Zak, you can easily resolve the long-standing issue of the rooming list and ensure streamlined check-in and check-out processes for both staff and guests.

Make yourself known to local organizations

SMERF groups include associations, organizations, and clubs of various kinds. The best way to attract this type of traveler is to map out the organizations already present in your area and offer your property’s services.

This will help you get in touch with them and establish a direct relationship that could turn into a business opportunity.

Not only that, but it will also allow you to gather first-hand information on any specific needs or opportunities related to events or additional promotional channels, or guidance on specific accreditation and partnership procedures.

Establish partnerships with agencies and planners

Local tourism offices, travel agencies, and planners can also be excellent channels for reaching SMERF groups. In addition to tour operators, consider partnering with professionals such as wedding planners and event organizers to establish ongoing collaborations that benefit both parties. Combining lodging and additional services into a single package significantly increases the likelihood of a booking!

Promote your property on online channels

Finally, don’t overlook online marketing. Leverage the most popular reservation platforms in your country to meet demand indirectly, but remember to invest in direct sales as well. How? For example, through SEO efforts that drive traffic to your site via specific search keywords; or through paid advertising on the Google network or social media. Effective targeting can be the key to reaching potential customers looking for a solution for their next trip.

SMERF groups can be a valuable resource for your business, and if you aren’t already working with them, it’s worth giving it a try!