SHR

SHR is a hospitality commercial technology suite for independent hotels, resorts, and multi-property groups, covering central reservations, direct booking, CRM and loyalty, revenue management, OTA/GDS distribution, and related hotel sales services. SHR became part of The Access Group in 2024 and now sits within the wider Access Hospitality portfolio alongside products such as Guestline and STAAH.

1. Reservations and distribution: SHR’s CRS centralizes hotel rates, availability, inventory, reservations, and distribution rules, with connectivity to PMS platforms, direct booking channels, GDS networks, metasearch, OTAs, payment gateways, loyalty platforms, CRM systems, and RMS products. Its Booking Engine works with the CRS for direct sales, while SHR also provides OTA direct connections, a voice reservations application, and GDS connectivity.
2. AI-assisted direct booking: SHR’s Booking Engine uses machine-learning models to analyze interactions through the hotel’s direct channel and identify individual booking behavior and patterns. It can personalize the shopping experience with relevant content, products, pricing, and offers. SHR has also been developing a newer interactive AI booking experience that responds to guest intent in real time, but recent documentation places that product in an early-adopter program, so it should not be treated as universally deployed across SHR customers.
3. CRM and guest engagement: SHR CRM consolidates and cleans guest-profile information for segmentation based on demographics, preferences, and purchase history. Hotels can create automated marketing campaigns, dynamic content, landing pages, forms, and loyalty programs with tiers, points, or other reward structures. This is more accurately described as data-driven personalization and automated engagement than as a distinct predictive-engagement engine. SHR also offers an optional AI Assistant inside the CRS for tasks such as generating image alt text and translating guest-facing content into 30+ languages.
4. Revenue management: SHR RMS uses AI-generated occupancy forecasts and pricing recommendations alongside pickup, competitor pricing, booking-window, event, budget, and other hotel data. Revenue managers can allow automated pricing updates, manually override rates, or use Strategy Builder to combine algorithmic recommendations with hotel-defined pricing rules. Recent enhancements also introduced a lower-data pricing algorithm that can begin producing recommendations with roughly a week of reservation history and dynamically weights competitors according to relevance and data quality.

SHR is most relevant to independent hotel groups and regional brands that want CRS, direct booking, CRM/loyalty, distribution, and AI-assisted revenue management to work as a connected commercial stack, while still retaining the option to deploy individual modules and integrate them with third-party hotel systems.