Houston TX, 16 October 2024 – Hotel technology specialist SHR has established a landmark partnership with Host Hotel Systems, the PMS for hotels, to go to market in some of the world’s major tourism locations as a complete package of tools.

The two companies will work together on business development in Spain, Latin America and Portugal. In those regions, SHR will introduce Host’s PMS and channel manager while Host will recommend SHR’s Revenue Management System (RMS), Central Reservation System (CRS), Internet Booking Engine (IBE) and digital marketing tools whenever it is talking to potential customers.

The two companies will use the strategic partnership to grow their market share in these territories much faster than they’d otherwise be able to. One of the first opportunities the partners will have to work together will be at the Tourism Innovation Summit in Seville later this month (October 23-25).

Host Hotel Systems, and SHR, part of The Access Group, believe the move will help hoteliers solve one of the biggest innovation challenges they face — identifying technology from different suppliers that will work side-by-side. The disruption and lack of functionality caused by fragmented tech stacks is a major problem in the industry, often exacerbated by poorly constructed APIs. Hoteliers need platforms to talk to each other to reach their full potential and, in this regard, Host and SHR are perfectly matched.

By positioning the two technology companies as an all-in-one solution in these markets, it makes it much easier for hoteliers to commit to leaving legacy systems behind and switch to a family of tools that make the most of what modern technologies have to offer.

Among other benefits, hotels using the two platforms will benefit from centralized onboarding, customer support and account management. Operational and customer data will flow seamlessly between both platforms, helping to unlock centralized data management, eliminating data silos and manual inputting. Guest profiles will perform better due to deeper PMS-CRM integration, using insights from previous stays, preferences, and special requests. This is becoming increasingly important when trying to deliver personalized stays and increase customer loyalty.

Revenue managers will benefit from consolidated data on booking trends, pricing performance, and occupancy rates. And pairing historical data from the PMS with guest segmentation data from SHR’s CRM will help to make forecasting of future demand, revenue planning, and inventory management more accurate.

Luis Martins, Senior Director Business Development of SHR, said:

“These are some of the most popular travel destinations in the world and this partnership dramatically upgrades the sort of conversation we’re able to have with those responsible for hotel technology. They simply won’t need to do nearly as much research and due diligence because what we’re presenting is a ready-made solution that takes care of every pain point in hotel management. That ranges from property management and marketing right the way through to personalization, guest journey, direct bookings and channel management.

“The suite of tools across both platforms is game changing and working together means we’re offering those hoteliers who are intimidated by the thought of upgrading their tech stack with an efficient and risk-free way of doing so.”

João Freitas, Chief of Growth & Marketing Officer of Host, added:

“It’s an incredibly exciting time to be a hotelier. You can do so much with technology to drive more direct bookings, increased margins, and higher revenues.

“The platform we offer works perfectly with SHR’s tools and together they’ll equip hoteliers with every digital advantage available in the market today. It made complete sense to work together in these territories so we can accelerate the pace of innovation and encourage more operators to embrace a future rooted in personalization, loyalty and direct bookings.”

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