Flexibility Key for SMERF Groups

In a discriminating seller's market in which hoteliers are turning away business, SMERF (social, military, educational, religious, and fraternal) groups — which are typically the most budget-conscious of all — are finding that a little flexibility goes a long way toward getting rooms at the right price.

“We still try to focus on tier-one cities or cities that have special interest to our group,” says Matthew Reekstin, vice president of finance and events at the Red Hat Society, a Full

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