chapter  4
40 Pages

The Incentive, Smerf, and Other Markets

The following markets can provide a significant amount of both individual and group room nights for some types of hotels. Some of these markets also have meetings and trade shows, which can provide more than incremental revenue. These markets, however, are not presented in order of their revenue potential. Historically, each hotel individually evaluates the potential of each market segment and then develops its marketing plans accordingly.