Maximize global demand, visibility, and bookings by swiftly adapting to market changes
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SHR Central Reservation System (CRS)
4.6 (56 REVIEWS)
HT Score
96 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 Central Reservation System (CRS)
Ranked 3 (out of 44) in Hotel Reservations Systems
Empower your hotel with a user-centric reservation management system that works for you
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 for its robust distribution capabilities, ensuring up-to-date rates and inventory across third-party platforms. The personalized customer success support, often cited as one of the best in the industry, significantly helps streamline hotel operations. SHR's AI-driven booking engine attracts interest for its ability to customize user experiences, potentially boosting engagement and conversion rates. However, some users highlight the need for improvements in the back-end user experience, more extensive reporting options, and a fully cloud-based system to avoid downtime during upgrades.
What Types of Hotels SHR Group is Popular For
Size
11 | X-Small (1-9 room)
22 | Small (10-24 room)
165 | Medium (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 | Germany
7 | South Africa
5 | India
4 | Australia
3 | Canada
3 | China
3 | Nepal
3 | Saudi Arabia
2 | Italy
2 | Philippines
1 | Oman
1 | Switzerland
1 | Austria
1 | Hungary
1 | Denmark
1 | Mexico
1 | Belgium
1 | New Zealand
1 | Egypt
1 | Jersey
1 | Norway
1 | Brazil
1 | Saint Lucia
Type
322 | Luxury Hotels
245 | Boutiques
195 | Bed & Breakfast & Inns
173 | Branded Hotels
156 | City Center Hotels
143 | Resorts
135 | 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
5 | Oceania
5 | Middle East
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 Systems
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 Central Reservation System (CRS) is a sophisticated software solution designed for hoteliers to manage their hotel’s distribution channels efficiently. This platform allows for centralized control and optimization, providing real-time updates on rates and inventory across various channels, including direct online bookings, call centers, OTAs, GDS, and metasearch engines. By integrating seamlessly with other hotel technologies such as Property Management Systems (PMS), Online Travel Agencies (OTA), Revenue Management Systems (RMS), Customer Relationship Management (CRM) systems, and payment gateways, SHR CRS ensures a cohesive and efficient operation.
SHR CRS offers robust distribution capabilities that ensure your hotel’s rates and inventory are consistently up-to-date across third-party platforms. Its AI-driven booking engine tailors user experiences to increase engagement and conversion rates, ultimately boosting revenue. The system also provides valuable revenue management controls that help optimize RevPAR (Revenue Per Available Room). Additionally, SHR CRS offers exceptional customer support, streamlining hotel operations and providing personalized assistance when needed.
Overall, SHR CRS helps hoteliers streamline their distribution processes, maximize revenue, and improve operational efficiency without significant disruption to their existing systems.
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: 56
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: 0
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:
"The CRS is a tool that offers centralized control and optimization for managing distribution across various channels such as the property's own online channel, call centers, OTAs, GDS, and metasearch. It provides real-time updates and easy implementation of hotel distribution strategies. The tool integrates with the hotel tech ecosystem, including PMS, OTA, RMS, CRM, and payments, and offers revenue management controls to increase RevPAR. Overall, the CRS helps users streamline distribution, improve efficiency, and maximize revenue."
FAQs
SHR Central Reservation System (CRS) Alternatives
Not sure if SHR Group is right for your hotel? Here are similar Hotel Reservations Systems vendors that could be a good fit for your hotel:
Capabilities
Chain & Hotel Group Management Features
Chain & Hotel Group Management Features
Simplify information management and maintain centralized control over multiple properties, all within a user-friendly system. Effortlessly add and update elements, such as room types, rates and add-ons, policies, and guest preferences. Ensure consistency and accuracy throughout your property portfolio, enhancing operational efficiency and delivering a seamless guest experience.
Direct Channels - Booking Engine and Voice Applications
Direct Channels - Booking Engine and Voice Applications
Our responsive booking engine offers a convenient shopping cart experience with numerous and flexible features. Voice application also uses real time offers and content directly from the CRS for on-property and outsourced call centers alike. All CRS products are natively designed for the unique needs of independents, multi-property and multi-chain clients.
Extensive Channel Distribution
Extensive Channel Distribution
CRS is your one place to manage rates, inventory, and reservations for all channels. Online Travel Agencies - Direct connections and strong partnerships with 12+ major agencies. Channel Managers: Close the hotel distribution gaps and provide great new ways to improve conversions and bookings. Primary Metasearch Sites: Connections to multiple partner sites & Google free booking links. Distribution APIs.: Expand the CRS’s reach with custom client or vendor integrations.
Reporting and Analytics
Reporting and Analytics
Over 50 reports that can be analyzed on screen, exported or scheduled for easy access to your data. Customizable reporting for the user’s specific needs:
GDS Connectivity and Consortia Services
GDS Connectivity and Consortia Services
With direct connectivity to the GDSs, gain greater control and flexibility over the booking process. Enable agents to customize travel itineraries and make last-minute changes based on customer preferences. Consortia services offers the opportunity to submit bids to more than 20 consortias and TMCs with centralized program invoicing. SHR's dedicated team manages all RFPs on your behalf as well as data and rate management.
Selling Strategy Tools
Selling Strategy Tools
Efficiently manage rates and inventory across all channels with our robust pricing and availability tools. Centralize the control of rates and inventory, ensuring consistency and accuracy in a way that suits your property's business. Streamline operations and maximize revenue by effortlessly managing rates and availability across multiple channels, all from a single, user-friendly platform.
Features
Content Management
4/5 features
Pricing Rules
4/5 features
Distribution
4/5 features
Ecommerce
4/5 features
Integrations
4/5 features
Reporting
4/5 features
Admin
4/5 features
Call Center
4/5 features
Available Add-ons & Modules
Windsurfer Booking Engine
Booking Engine
Design the best online guest booking experience to showcase your property, group or brand. Optimized for all devices, the flexible layout is fully integrated with the CRS for rich content and visuals for an enjoyable booking journey.
SHR Group Reviews Summary
Ease of Use
4.6/5
Customer Support
4.8/5
ROI
4.6/5
Implementation
4.7/5
Recommended by
Achievements
This vendor's trending score is rising, SHR Central Reservation System (CRS) is the #8 most trending product in the Hotel Reservations Systems category (out of 44) and the #419 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?
9
A Reliable Partner: SHR/Allora
Director of Revenue Analysis & Strategy from Bed & Breakfast & Inn in Hanover (United States of America)
Verified
15 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
Best customer service in the business!
General Manager from 50-74 room Boutique in Madison (United States of America)
Verified
15 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
Medium Hotel
10
Excellent Customer Success Manager
Guest Services Manager from 25-49 room Boutique in Pittsfield (United States of America)
Verified
15 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
Medium Hotel
10
Best Support Team Out There
Area Revenue Manager from 75-99 room Boutique in Flushing (United States of America)
Verified
15 months ago
The technical support team is the best I've worked with compared to many other systems including Opera, Synxis, iHotelier/Travel Click. The team is knowledgeable and happy to help.
United States of America
United States of America
Area Revenue Manager
Large Hotel
10
Great team to work with!
Systems Analyst II - Hospitality from 200 to 499 room Bed & Breakfast & Inn in Hollywood (United States of America)
Verified
15 months ago
My upmost favorite thing about SHRGroup is the fact that we don't just get applications - we get REAL people when service is needed!
United States of America
United States of America
Systems Analyst II - Hospitality
X-Large Hotel
10
SHR It helps us work flexibly
Revenue Assistant from 200 to 499 room Boutique in Riyadh (Saudi Arabia)
Verified
15 months ago
All SHR products are great, and it helps us work easily, all programs are interconnected and facilitate our work, I wish them success
Saudi Arabia
Saudi Arabia
Revenue Assistant
X-Large Hotel
7
B2B sales manager
B2B Sales Manager from 200 to 499 room Bed & Breakfast & Inn in Copenhagen (Denmark)
Verified
15 months ago
The CRM system has a lot of great tools to work with rates and packages. Also, it offers a lot of tools in terms of analyszing data from guests. The functionality on the chain level is functioning really well.
Denmark
Denmark
B2B Sales Manager
X-Large Hotel
8
Solid product suite with great support team
Corporate Director, Revenue from 100 to 199 room Boutique in Laguna Woods (United States of America)
Verified
15 months ago
Overall we've had a good experience with SHR Group and have continued to expand some of our company initiatives alongside the growth and development of SHR Group products. The CS, Support and Implementations teams are all fantastic and made our transition to their platform that much easier.
United States of America
United States of America
Corporate Director, Revenue
Large Hotel
9
Able to map rates across to OTA's, IBE, Wholesale partners, CRO for both lesiure and loyal casino guests
Distribution / Connectivity from 200 to 499 room Bed & Breakfast & Inn in Hollywood (United States of America)
Verified
15 months ago
We have successfully been able to use the CRO, Channel Manager, Website for our Casino and Leisure guests. Mapping to our 3rd parties has been an ease allowing for a wider range of distribution. The systems work for our 170 room hotel casion to our 3000+ room property in Las Vegas
United States of America
United States of America
Distribution / Connectivity
X-Large Hotel
10
SHR is a knowledgeable, responsive, and intuitive team.
Revenue Manager from 1 to 4 room Casino in Atlantic City (United States of America)
Verified
15 months ago
The SHR team is always able to find ways to improve the business and customer experience with their products. CRS and CRO in particular are very user friendly applications with great functionality and capabilities.
United States of America
United States of America
Revenue Manager
X-Small Hotel
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Expert Q&A and Partner Recommendations
Submit Recommendation
Question:
What does this product or service do well?
Answer:
SHR is a global leader on this market segment and provides strong capabilities, great integration possibilities and is recognized as a strong leader within the Distribution and hospitality tech scene.
Showing all answers to: "What does this product or service do well?"
SHR is a global leader on this market segment and provides strong capabilities, great integration possibilities and is recognized as a strong leader within the Distribution and hospitality tech scene.
SHR has a great bundle of products. Our clients rave about Windsurfer CRS and the capabilities it has. It is a stable system with robust functionality. They SHR team continues to support and improve their products. Maverick CRM is only getting started, IMO. It will continue to be adopted across the industry more and more.
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.
One of the most professional companies I ever have had the pleasure of dealing with, always looking at ways to improve and grow their services.
To hear some of the future plans that Avvio has is extremely interesting and we can't wait to be a part of it.
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.
Question:
What differentiates this product or service from the competition?
Answer:
Long standing partnership, broad portfolio, great collaboration over the years with Oracle Hospitality and fast adoption of our next generation APIs made this product well positions to serve our joint customers.
Showing all answers to: "What differentiates this product or service from the competition?"
Long standing partnership, broad portfolio, great collaboration over the years with Oracle Hospitality and fast adoption of our next generation APIs made this product well positions to serve our joint customers.
What differentiates SHRs products is the reliability, great service and support, and the teams unwavering drive to continue to improve their product offering. I would say that the collection of products SHR has assembled is one of the best in the industry.
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.
Avvio is always open to collaboration and looks to constantly improve its products and offerings, one of the best if not the best Digital Marketing agencies,
I look forward to continuing our working relationship.
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.
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:
When looking for solutions in the Distribution tech scene that work together with the Oracle Hospitality portfolio and connects with OPERA Cloud Platform the SHR portfolio is well positioned and strongly integrated hence should always be on your shortlist.
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?"
When looking for solutions in the Distribution tech scene that work together with the Oracle Hospitality portfolio and connects with OPERA Cloud Platform the SHR portfolio is well positioned and strongly integrated hence should always be on your shortlist.
A lot of people only know SHR for one of their products. For example, they may use Windsurfer or Maverick but not both. I think SHR has a great suite of products that people need to expand their usage of. If you are only using one product from SHR, you should ask about their others.
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.
I truly believe this product is the future of hotelier sites and it will be a game changer, once this is launched I have no doubts I will be using this service on a constant basis and look forward to the feedback from other groups.
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.
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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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