SHR Introduces Maverick CRM

Removing channel barriers to connect hotels with all their guests.


SHR, Sceptre Hospitality Resources, a pioneer of advanced hotel revenue generation technologies, has rolled out its new Guest Management System, Maverick™ CRM, for hoteliers that want to leverage valuable guest data from their sales channels as well as their property management system.

Maverick is part of SHR’s larger vision of the Force10 engine; a combination of tightly integrated, revenue generating applications empowered by artificial intelligence (AI).

In keeping with the company’s mission to simplify the complex world of hoteliers with innovation and superior service, Maverick is setup to deliver more revenue with better management of campaigns and loyalty programs because it provides valuable guest information not currently found in most of today’s CRMs.

“The addition of Maverick to our product portfolio allows us to deliver another well-integrated application in a suite of applications that enables our clients to drive more revenue,” said Rod Jimenez, CEO and Co-Founder of SHR. “We all know that when trying to integrate disparate systems like a CRS and a CRM, full two-way communication is virtually impossible. In Maverick, hoteliers benefit from its integration with Windsurfer, so fields are not lost when data crosses between the two and personalization can happen because guest profiles are more robust.”

Maverick, available at ITB Berlin 2020, is the second offering from the company’s growing suite of unique AI-driven hospitality tech solutions. The first, Wave™ RMS, was announced last year, at HITEC. The two, working together with the Windsurfer® CRS, form the foundation of what the company expects will be a much more powerful way for hotels to maximize the results of their revenue generation activities.

Learn more about Maverick™ CRM.

About SHR developer of Windsurfer® CRS

Headquartered in Houston, Texas, with offices in Europe and Asia-Pacific, SHR is a leading provider of meaningful technology that helps hotels execute their best revenue generation strategies. With a history of innovation starting with Windsurfer® CRS, SHR serves thousands of properties around the globe with an evolving suite of AI-driven solutions, ranging from high-level distribution to intricate guest management. In addition, the company offers Revenue Management for Hire to brands