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How do SMERF groups complement the business travel market?
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SMERF is comprised of Social, Military, Education, Religious, and Fraternal groups (think reunions). While they’re all very different, they’re in one category because it’s a vital piece of hotels’ weekend group business. Small in size, the SMERF group’s “planner” is often an individual tasked with coordinating the family or high school reunion in their spare time.
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