# SHR

> SHR, part of Access Hospitality, supplies hotel commercial teams with central reservations, booking engines, CRM, revenue management, websites and digital marketing. Its software and services help independent hotels, groups, resorts and casinos connect distribution with guest relationships and grow direct bookings.

- **Founded:** 2012
- **Headquarters:** Houston, United States
- **Founders:** Rodrigo Jimenez (Co-founder; CEO at the 2024 acquisition)
- **Products:** Central Reservation System (Windsurfer / Allora CRS), Booking Engine (Allora; now presented within Access Booking Engine+), Customer Relationship Management (Maverick / Allora CRM), Revenue Management System (Wave / Allora RMS), Hotel digital marketing and website design
- **Notable:** Acquired Avvio in November 2022, expanding its direct-booking and AI capabilities., Acquired by The Access Group in June 2024.

## Products & services

- **Central Reservation System (Windsurfer / Allora CRS)** — Central reservation, rate and inventory distribution across hotel websites, OTAs, global distribution systems and voice channels.
- **Booking Engine (Allora; now presented within Access Booking Engine+)** — Direct online reservations with personalized merchandising, offers and upsells.
- **Customer Relationship Management (Maverick / Allora CRM)** — Guest profiles, segmentation, campaigns and loyalty programs.
- **Revenue Management System (Wave / Allora RMS)** — Forecasting and rate recommendations or automation for hotel revenue teams.
- **Hotel digital marketing and website design** — Hotel websites, paid search, metasearch, SEO and campaign support connected to booking performance.
- **Revenue management services** — Outsourced revenue strategy and management expertise for hotels.
- **AI Assistant** — Embedded content-generation assistant for room descriptions, promotional messaging and multilingual content in CRS and CRM.
- **Interactive AI Booking Engine** — Embedded booking experience designed to guide guests through conversational recommendations; August 2025 release notes describe early adopter expansion.

## Achievements

- Acquired Avvio in November 2022, expanding its direct-booking and AI capabilities.
- Acquired by The Access Group in June 2024.

## Latest updates

- **2026-10** — Website observation on 23 October: shrgroup.com redirects to the Access Group SHR brand page; this is an observation date, not a newly announced transaction.
- **2025-08** — CRS release notes described expansion of the Interactive AI Booking Engine early adopter program.
- **2025-06** — SHR and Access announced an embedded Interactive AI Booking Engine.
- **2025-03** — SHR launched an AI Assistant for content creation within its CRS and CRM.
- **2024-11** — SHR announced its Saudico loyalty-program partnership.
- **2024-10** — SHR announced its Host Hotel Systems go-to-market partnership.
- **2024-06** — The Access Group announced its acquisition of SHR.

## Links

- Website: https://shrgroup.com/
- LinkedIn: https://www.linkedin.com/company/shrgroup-hospitality/
- Twitter/X: https://x.com/shr_global
- YouTube: https://www.youtube.com/@SceptreHospitalityResources
- Instagram: https://www.instagram.com/shr_global/
- Facebook: https://www.facebook.com/SHRGlobal/

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Profile page: https://yespress.io/shr
Published by YesPress — https://yespress.io
Last updated: 2026-10-23