Maximise commission-free bookings, accelerate growth and build guest loyalty with the industry’s #1 Booking Engine
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SHR Booking Engine (BE)
4.8 (512 REVIEWS)
HT Score
92 out of 100
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn how HotelTechReport uses millions of proprietary datapoints to rank the best hotel software in the world
Learn how HotelTechReport uses millions of proprietary datapoints to rank the best hotel software in the world
SHR Booking Engine (BE)
Ranked 4 (out of 142) in Booking Engine
Unleash the full potential of your most lucrative channel: your direct booking engine
95% recommended by 337 hotels
More than 50% of SHR Group’s reviews come from Ireland.
Bell - AI powered product analyst
I analyzed all of SHR Group’s product reviews, expert recommendations, features, capabilities, pricing, integrations and more to produce the below summary.
Hoteliers say
Hoteliers like SHR's Windsurfer CRS for its advanced booking engine features, which enhance direct bookings and revenue management. The platform's ability to drive conversions through user-friendly and intuitive interfaces, combined with robust integration capabilities and versatile rate management, stands out. Customers consistently highlight the proactive support team and the flexibility in customizing booking experiences. However, they also note areas for improvement in the user interface, backend navigation, and integration with specific PMSs. Overall, SHR's Windsurfer CRS is valued for its comprehensive approach to driving revenue and improving operational efficiency in the hospitality industry.
Partners say
Industry experts recommend Avvio SHR as a market leader in hospitality technology, particularly for its AI-powered booking engine, Allora. Unique features include dynamic room substitution, a high level of personalization, and capabilities to predict cancellations, significantly enhancing direct booking conversions. However, some specialized user feedback highlighted areas for improvement in report generation and a few occurrences of complex integration processes.
Jennifer, Abir, Edel and 34 others
Read their recommendationsWhat Types of Hotels SHR Group is Popular For
Size
11 | X-Small (1-9 room)
22 | Small (10-24 room)
165 | Mid-Sized (25-74 room)
306 | Large (75-199 room)
64 | X-Large (200+ room)
Country
362 | Ireland
91 | United Kingdom
63 | United States of America
7 | South Africa
7 | Germany
5 | India
4 | Australia
3 | Canada
3 | Saudi Arabia
3 | China
3 | Nepal
2 | Italy
2 | Philippines
1 | Oman
1 | Switzerland
1 | Hungary
1 | Denmark
1 | Belgium
1 | Mexico
1 | New Zealand
1 | Egypt
1 | Jersey
1 | Austria
1 | Turkey
1 | Norway
1 | Brazil
1 | Saint Lucia
Type
322 | Luxury Hotels
246 | Boutiques
195 | Bed & Breakfast & Inns
173 | Branded Hotels
157 | City Center Hotels
143 | Resorts
139 | Airport/Conference Hotels
104 | Limited Service & Budget Hotels
38 | RV Parks & Campgrounds
34 | Extended Stay & Serviced Apartments
17 | Casinos
12 | Hostels
10 | Motels
4 | Vacation Rentals & Villas
Region
469 | Europe
67 | North America
13 | Asia Pacific
7 | Africa
6 | Middle East
5 | Oceania
1 | South America
1 | Central America
Category
512 | Booking Engine
262 | Website Design
223 | Hotel Metasearch Management Software
223 | Digital Marketing Agencies
56 | Hotel Reservations Software
30 | Hotel CRM & Email Marketing
17 | Revenue Management Systems
Didn’t find what you were looking for?
What is SHR Group?
Founded in 1987 | Headquarters in Houston (United States) | 201 employees
SHR Booking Engine (BE) is an advanced booking engine platform designed specifically for the hospitality industry. It aims to enhance direct bookings and revenue management for hotels. By offering a user-friendly and intuitive interface, BE helps properties convert potential guests into confirmed bookings more efficiently. Its robust integration capabilities ensure seamless connectivity with other hotel systems, while versatile rate management allows for dynamic pricing strategies that optimize occupancy and revenue.
The platform's customization options enable hoteliers to tailor the booking experience to match their brand's unique identity, catering to both first-time visitors and returning customers with personalized messages. Proactive support from the SHR team further ensures that users can effectively leverage the engine’s features to improve operational efficiency. Overall, SHR Booking Engine (BE) fits seamlessly into existing business operations by offering an all-encompassing solution to drive revenue and improve guest experience directly through your website.
Powered by AI
This description was generated by AI which analyzed the following sources to summarize a description of SHR Group products, features and capabilities. Leveraging user generated verified data sources allows us to generate a more helpful and realistic description for hoteliers free of sales promotion and hyperbole.
Sources
Verified hotelier reviews
We analyze all verified product reviews as a way to understand and summarize what real users/hoteliers are saying about the product to provide a more accurate and relevant description for buyers than only what vendors provide.
SHR Group Reviews Analyzed: 512
Read reviewsVerified expert recommendations
We analyze recommendations from industry experts who we ask to describe the most valuable features and capabilities of the product as well as key differentiators and what types of hotels the product works best for to extract unique insights and perspective for buyers.
SHR Group Expert Recommendations Analyzed: 37
Read expert recommendationsDescription provided by SHR Group
While its important to incorporate analysis from verified user reviews and industry experts to create more balanced content, the way a vendor describes their overall company and vision can also shed light on their unique perspective or way of doing business which is why the AI ingests this information as well to add more context to paint a picture of what the company says vs what users and industry experts say.
SHR Group's Provided Description:
"Your personal booking engine is an invaluable asset that can significantly boost your business's profitability. By utilizing this powerful tool, you have the ability to maximize your revenue and take control of your bookings like never before. With your own booking engine, you can effortlessly manage and streamline the entire booking process. Gone are the days of relying on third-party platforms or online travel agents to handle your reservations. Instead, you can offer a seamless and personalized booking experience direct to your guests, with every guest feeling nurtured and seen. Increasing customer retention and acquisition. Whether it be a first-time visitor or repeat customer, we serve the most relevant and persuasive messages along the entire path to purchase. This level of control enables you to optimize your pricing strategy, maximize occupancy, and tailor your offerings to meet the specific needs of your target audience."
FAQs
SHR Booking Engine (BE) Alternatives
Not sure if SHR Group is right for your hotel? Here are similar Booking Engine vendors that could be a good fit for your hotel:
Capabilities
Predict real time booking triggers
Predict real time booking triggers
Predict Real time booking triggers
Nurture every journey on your website
Nurture every journey on your website
Life is complicated enough for hoteliers. Allora.ai keeps learning, analyzing and reacting to guest data – so you can anticipate every guest need, challenge and opportunity.
Beyond a Booking Engine
Beyond a Booking Engine
Powered by AI and brought to you by SHR Group, allora.ai analyzes millions of data points to build a picture of exactly what your guests want, anticipating their needs before they even know themselves. Built to ensure you're Always Ahead
Learning models for advanced UX/UI testing.
Learning models for advanced UX/UI testing.
Advanced split testing ensures all elements of the booking engine UI are optimally configured for performance based on your real data.
Capturing First Party Data
Capturing First Party Data
The Booking Engine allows the hotel to capture vital first party data to use in Marketing Campaigns in a GDPR compliant manner. Essential with the removal of Third Party Cookies in 2024.
Member Rates
Member Rates
Unlike protected rates which require a user account or promo code to be seen, member rates can be displayed just like any other rate but the user is required to login or otherwise authenticate before they are able to book.
Closed Groups
Closed Groups
Allora.ai now enables closed user group rates on the booking engine. This allows potential guests to input their email address at the point of search with the intention of unlocking discounts on available rates or allowing them access to other hidden protected rates (e.g. member only rates).
Features
Merchandising & Packages
4/5 features
Upselling & Cross Selling
4/5 features
Conversion
4/5 features
Payments
4/5 features
Transactional Emails
4/5 features
Group Bookings
4/5 features
Reporting & Analytics
4/5 features
Tax & Compliance
4/5 features
Available Add-ons & Modules
Personalization
Direct Booking Tools
Predictive personalization that harnesses real-time data to tailor content and interactions with every visitor. This wraps around the entire guest journey allowing you to deliver the right message, to the right visitor, at the right time.
Learning Models for UX/UI performance
Direct Booking Tools
Advanced testing tools ensure all elements of the booking engine UI are optimally configured for performance based on real data.
SHR Group Reviews Summary
Ease of Use
4.7/5
Customer Support
4.9/5
ROI
4.6/5
Implementation
4.7/5
Recommended by
Achievements
This vendor's trending score is rising, SHR Booking Engine (BE) is the #19 most trending product in the Booking Engine category (out of 142) and the #500 most trending product overall in the global hotel tech ecosystem. HTR assesses vendor's real time activity in the market to give buyers a sense of whether a product is gaining momentum
Learn moreSHR Group’s customer support processes haven’t yet been verified by Hotel Tech Report.
Learn more about this achievement in the official press releaseThis vendor has not met the minimum criteria for the Certificate of Excellence which is awarded to vendors who exemplify transparent cultures and come highly recommended by their clients. For more information, please see the help center.
Learn about the criteria required to achieve HotelTechReport's Certificate of Excellence
Hotel Tech Score is a composite ranking comprising of key signals such as: user satisfaction, review quantity, review recency, and vendor submitted information to help buyers better understand their products.
Learn how HotelTechReport uses millions of proprietary datapoints to rank the best hotel software in the worldRecommended for
SHR Group Pricing
Pricing Available By Request
SHR Group has opted not to share general pricing on their profile but you can request a quote below. Often this is an indicator that pricing is flexible so it is recommended that you obtain multiple price quotes to negotiate.
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Hotelier Rating
Looking for specific info?
10
SHR Booking Engine and Service experience
VP of Revenue Strategy from 10 to 24 room City Center Hotel in Anaconda (United States of America)
Verified
17 months ago
I like the personalized service and the fact that we are not just a number to SHR. They have dedicated resources working with us at a very granular level on the booking engine. They listen to and act on our feedback to improve their booking engine both on the guest facing and back end and user experience.
United States of America
United States of America
VP of Revenue Strategy
Small Hotel
9
A Reliable Partner: SHR/Allora
Director of Revenue Analysis & Strategy from Bed & Breakfast & Inn in Hanover (United States of America)
Verified
17 months ago
The standout feature of SHR is undoubtedly its reliability, especially in terms of distribution capabilities. It efficiently communicates rates and inventory to third party platforms via their direct connect integrations, ensuring up to date information across various channels. This robust distribution system is a cornerstone for any hospit...
United States of America
United States of America
Director of Revenue Analysis & Strategy
10
Power Booking Engine, yest surprisingly easy to manage!
Managing Director: Revenue Management anc Ecommerce from 75-99 room Airport/Conference Hotel in Rome (Italy)
Verified
17 months ago
My past experience with booking engines were that they were extremely difficult to set up and manage and when you had problems, it was also difficult to get a hold of support to fix any issues. Since switching to Windsurfer, I found that this didnot have to be the case. Setting up our listing was very easy. Managing the individual rate plan...
Italy
Italy
Managing Director: Revenue Management anc Ecommerce
Large Hotel
10
Comprehensive and Innovative Booking Engine
Director of Revenue from 200 to 499 room Bed & Breakfast & Inn in Delavan (United States of America)
Verified
17 months ago
Windsurfer CRS proves to be a game-changer in the world of online reservations. Its seamless and intuitive interface allows guests to effortlessly browse and book accommodations, making the entire booking process a breeze. The robust architecture of the booking engine ensures a secure and reliable transaction environment, instilling confide...
United States of America
United States of America
Director of Revenue
X-Large Hotel
10
Trusted Longtime Partner
Director of Revenue from 50-74 room Boutique in South Lake Tahoe (United States of America)
Verified
17 months ago
* comprehensive, user-friendly system *amazing support team *great service from thoughtful people who actually care *easy to use and highly customizable *great for mobile
United States of America
United States of America
Director of Revenue
Mid-Sized Hotel
10
New hotel set up booking engine and CRM.
Management Company Owner from 25-49 room Bed & Breakfast & Inn in Boise (United States of America)
Verified
17 months ago
Great customer service from our set up team, Caitlin, Kelly and others. Shanice is an exceptional account manager always responsive and goes above and beyond to help me to navigate issues. I really appreciate her.
United States of America
United States of America
Management Company Owner
Mid-Sized Hotel
10
Best customer service in the business!
General Manager from 50-74 room Boutique in Madison (United States of America)
Verified
17 months ago
SHR's services are like having another employee on our staff. The best customer service in the business by far . Thank you!
United States of America
United States of America
General Manager
Mid-Sized Hotel
10
Excellent Customer Success Manager
Guest Services Manager from 25-49 room Boutique in Pittsfield (United States of America)
Verified
17 months ago
The highlight of our SHR experience has been working with our Customer Success Manager, Gilly Capon. He has been a true example of professionalism, kindness, and organization that has made all of the difference in our experience. We have joked among ourselves that if had a representative like Gilly at all of services/vendors, our jobs would...
United States of America
United States of America
Guest Services Manager
Mid-Sized Hotel
10
Working with SHR has been such a pleasure
Senior Marketing Specialist from 50-74 room Boutique in Madison (United States of America)
Verified
17 months ago
Every person we have interacted with has been knowledgeable, responsive and friendly. I've been so impressed with their entire staff.
United States of America
United States of America
Senior Marketing Specialist
Mid-Sized Hotel
10
Great product, even better customer service!
Corp. Director of Finance & Revenue Strategy. from 200 to 499 room Bed & Breakfast & Inn in Mountain View (United States of America)
Verified
17 months ago
We use the Windsurfer Booking Engine and could not be more happy with it. It is user friendly on the back end and there are many presentation options for the guest facing part. On top of that their customer service is second to none. Our conversion is above industry average and the connectivity with our PMS is smooth.
United States of America
United States of America
Corp. Director of Finance & Revenue Strategy.
X-Large Hotel
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Expert Q&A and Partner Recommendations
Submit Recommendation
Question:
What does this product or service do well?
Answer:
From the moment we reached out to Avvio SHR to request a new look website with updated functionality, they were attentive, helpful and provided us with options, functionality, focussing on CRO, increasing guest experience and in turn increasing bookings, revenue and engagement. The design was unique to the hotel and really speaks to the brand look and feel and guidelines.
Showing all answers to: "What does this product or service do well?"
From the moment we reached out to Avvio SHR to request a new look website with updated functionality, they were attentive, helpful and provided us with options, functionality, focussing on CRO, increasing guest experience and in turn increasing bookings, revenue and engagement. The design was unique to the hotel and really speaks to the brand look and feel and guidelines.
With a robust user-focused booking system with beautifully designed websites to utilize the full potential of the system, which provides a great user experience and sense of personalization, no wonder that are one of the market leaders. And their customer experience team is really quick to come up with solutions.
The booking engine and web design are really user friendly and very quick and easy to navigate and update. The support team are absolutely fantastic, they are always prompt to respond and provide solutions.
Avvio's hospitality website with AI booking engine are GDPR compliant with highly effective mechanisms to boost profits for their customers using strategies to draw in website traffic, avoid basket cart abandonments, target discounting and boost direct booking conversions.
The Avvio Booking Engine is a great product for us to implement when we are designing and developing our custom websites for our hotel clients. The integration is seamless and the personalization enables us to provide our clients with a fully engaging eCommerce experience.
Question:
What differentiates this product or service from the competition?
Answer:
Our experience with Avvio SHR was all a positive one with special note to Alisdair, Ailbhe and Tracey as well as the wider support team who have made the transition and overall website development process seamless, on time and on budget.
Showing all answers to: "What differentiates this product or service from the competition?"
Our experience with Avvio SHR was all a positive one with special note to Alisdair, Ailbhe and Tracey as well as the wider support team who have made the transition and overall website development process seamless, on time and on budget.
Being here in the industry for such a long time they know what to do, how to do and when to do and when they execute, it's on point. The Avvio Booking Engine is a fully integrated end-to-end service and the level of personalization provides the clients with an amazingbooking experience.
They are absolutely brilliant at what they do and they know the hospitality industry inside out. Avvio's services have hugely benefited our client's websites from growing revenue and improving user experience.
Websites by Avvio are visually appealing and their customers benefit from the power and success of Avvio's focus on user website experience & personalisation opportunities. Avvio’s mastery in the area of Google Search, SEO, PPC, along with its unique Allora AI algorithm and integrated partner network data maximize Avvio's customer's hotel revenue and provide Avvio's customers with invaluable insights and trends on booker types, booker behaviour and hotel product performance.
The Avvio Booking Engine is a fully integrated service and the personalization provides our clients with a unique booking experience. The support that we receive from the Avvio team is invaluable and enables us to work in collaboration to provide our hotel clients with a total solution.
Question:
Based on your experience with this product or service, if you could give one piece of advice to a hotelier considering this product or service, what would it be?
Answer:
Give the team in Avvio SHR a clear brief as to what you want to get from your new website and meet with them to run through peer websites you like, what elements etc and what websites and elements you don't like. Share brand guidelines, meet deadlines and be attentive. Work with them as part of your team.
Showing all answers to: "Based on your experience with this product or service, if you could give one piece of advice to a hotelier considering this product or service, what would it be?"
Give the team in Avvio SHR a clear brief as to what you want to get from your new website and meet with them to run through peer websites you like, what elements etc and what websites and elements you don't like. Share brand guidelines, meet deadlines and be attentive. Work with them as part of your team.
Since Avvio team has a tremendous amount of experience and expertise in the field, so listen to their suggestion and never hesitate to ask for "Help" whenever you need it. They are always happy to help. And their API is really easy to integrate which they update regularly, so that is a plus.
Go for it - I cannot recommend Avvio highly enough. I have worked with other website designs and booking engines and Avvio's are definitely the most user-friendly, modern and effective that I have experienced.
I would highly recommend Avvio and appreciate very much the long standing commitment Avvio to deliver in-depth interactive guest lectures to our undergraduate and postgraduate students learning in the area of hotel and hospitality websites.
This is the ideal product for all hotels looking to provide their guests with an engaging website and booking experience. The Avvio team provides all the support and ongoing updates that you will require to future-proof your investment.
Recommended by
Jennifer Brew
Marketing Operations Manager
@
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Abir Maiti
Tech Lead
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Capital Numbers
Edel Whitney
Digital Marketing Executive
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Danielle Martin
IT Lecturer
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NUI Galway
Marc Herman
CEO
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AnotherBlankPage
Jennifer Brew
Marketing Operations Manager
@
The Marketing Department
Abir Maiti
Tech Lead
@
Capital Numbers
Edel Whitney
Digital Marketing Executive
@
The Marketing Department
Danielle Martin
IT Lecturer
@
NUI Galway
Marc Herman
CEO
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Liz Daly
Business Development Manager
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Georgie Hardy
Marketing Manager
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Michels and Taylor
Janel Clark
Founder
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Hannah Corbett
Owner
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Wesley Bowden
Director of Ecommerce
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Tifco Hotel Group
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Director Of Partnerships
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Founder
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Robert Holland
Managing Director
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Hannah Corbett
Digital Consultant
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Edel Hayes
Chief E-commerce Officer
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Geraldine McGlynn
Managing Director
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Golden Ireland
Mukul Gupta
CEO
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Abhijit Sarkar
Head of Creative Services
@
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Ross Testa
Founder
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Benjamin Devisme
Chief Evangelist Officer
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Jeremy Greant
Partnerships Manager
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Luc Partouns
University Coördinator and Lecturer
@
Zuyd University of Applied Sciences - Hotel Management School Maastricht
Stephen Williams
Group Sales & Marketing Director
@
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Ricky Daniels
Co-Founder
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Krystal De Anda
Partnerships Manager
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Partnership Coordinator
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Support
Unverified
SHR Group has not yet had their customer support processes certified by Hotel Tech Report. We recommend referencing the GCSC rubric during your demo call to make sure that this vendor has strong processes in place to support customers.
Support Not Verified
This vendor has not been GCSC Certified so Hotel Tech Report is unable to verify their support processes.
2025
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