What SHR Group does

SHR Group (now operating as Access SHR) is a Houston-headquartered hospitality technology company founded in 2004 that provides AI-enabled software for hotels to drive direct online bookings and deliver onsite guest experiences. The platform is built around five core products — Central Reservation System (CRS), Revenue Management System (RMS), AI-powered Booking Engine, Hotel CRM, and Channel Manager — layered with module add-ons spanning Property Management System (PMS), Hotel EPoS, Guest Engagement, Hotel Payments, Catering & Event Management, Check-in Kiosks, Guest Vouchers, Staff Scheduling, and Purchase-to-Pay, plus Hotel Digital Marketing services covering SEO, PPC, and website design. Underlying technology emphasizes seamless connectivity between these modules, unified guest profiles, real-time room availability, and automated revenue forecasting. The company serves 2,000+ hoteliers across 70+ countries, with disclosed customers including Millennium and Copthorne Hotels, Dakota Hotels, Magnuson Hotels, Apex Hotels, Hotel Rival, Adrift Hospitality, Pacifica Hotels, Wisconsin Union Hotel & Club Suites, and Hotel Woodstock Ennis.

SHR Group operates a B2B enterprise field-sales model targeting two primary segments — large hotel groups requiring integrated multi-property technology and independent boutique hotels needing professional-grade tools without enterprise-scale complexity. Revenue is generated through SaaS subscriptions to its hotel software suite, with monetized digital marketing services layered alongside; pricing is not publicly disclosed. The company was acquired by Access Hospitality, part of The Access Group, and now operates within that parent's ecosystem, leveraging distribution across UK, Australia, New Zealand, Singapore, Malaysia, US, and Ireland. Headcount is reported in the 101–250 range, and the company has been recognized as a top Google digital marketing partner in 2025.

Name

SHR Group

Legal name

SHR Group

Website

https://shrgroup.com

Company type

Private

Founded year

2004

Operating status

Acquired

Headcount range

101–250 employees

Short description

SHR Group (Access SHR) is a Houston-based hospitality software vendor providing AI-powered CRS, RMS, booking engine, CRM, channel management, PMS, and digital marketing tools to 2,000+ hoteliers across 70+ countries, now operating inside Access Hospitality under The Access Group.

Ownership category

akta.pro rank

Product category

Hotel Technology Software

NAICS

Traveler Accommodation (7211), All Other Travel Arrangement and Reservation Services (561599)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Hotel CRS & Booking Engines (THALADAA)

akta.pro secondary industries

Central Reservation Systems (CRS) (THALACAB), Guest Experience & Engagement (CRM, Messaging, Loyalty) (THALACAF)

Keywords

• Hotel software
• Revenue management
• Booking engine
• Channel distribution
• Hotel CRM

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Hotel Software Subscriptions: SaaS-based hotel property management and distribution software subscriptions providing property management systems, booking engines, CRM, revenue management, and digital marketing services to hoteliers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

SHR Group provides AI-powered hotel technology software that helps hoteliers manage, distribute, and optimize reservations across channels. Its core offering includes a Central Reservation System (CRS), AI-driven Revenue Management System (RMS), Hotel Booking Engine, Hotel CRM, Channel Manager, and Property Management System (PMS), supplemented by digital marketing (SEO/PPC) and hotel website design services. The platform unifies guest profiles, real-time availability, and pricing data to drive direct bookings, forecast revenue, and deliver personalized guest experiences for hotel groups and independent hotels worldwide.

Product overview

SHR Group, now part of Access Hospitality under The Access Group, offers a comprehensive suite of AI-powered hotel software solutions organized as an integrated platform-plus-modules architecture. The core offering centers on AI-powered booking engines, hotel channel distribution, revenue management, CRM, and digital marketing services. Key integrated products include: Central Reservation System (CRS) as the central hub for managing reservations, Revenue Management System (RMS) for AI-driven pricing and forecasting, Booking Engine for driving direct bookings, CRM for guest relationship management, Channel Manager for distribution, and Hotel Digital Marketing for SEO/PPC campaigns. Additional operational modules include Property Management System (PMS), Hotel EPoS, Guest Engagement, Payments, Catering and Event Management, Check-in Kiosk, Guest Voucher, Staff Scheduling, and Purchase to Pay. The platform emphasizes seamless connectivity between all systems with real-time data sharing across departments, unified guest profiles, and automated operations.

Differentiator

Problem solved

Functional benefit

Products and services

• Central Reservation System (CRS) Central hub for managing, distributing and enhancing hotel reservations across multiple channels, designed for hoteliers operating single properties or multi-property groups.
• Revenue Management System (RMS) AI-driven revenue management platform providing real-time forecasting and pricing data to track revenue goals and optimize pricing decisions for hoteliers.
• Hotel Booking Engine AI-powered booking engine designed to turn website clicks into hotel stays, driving direct bookings and boosting conversion rates for hotel websites.
• Hotel CRM (Customer Relationship Management) Hotel CRM system that provides a comprehensive understanding of guest preferences, behaviors and requirements to enable personalized guest experiences and tailored offers.
• Channel Manager / Distribution Hotel channel distribution solution for managing inventory and rates across multiple third-party distribution channels, optimizing reach and revenue performance.
• Hotel Digital Marketing Specialized digital marketing services covering SEO, PPC and personalized campaigns to boost upsell opportunities and guest loyalty for hotels.
• Hotel Website Design Specialized web design services to elevate guest acquisition with websites that convert visitors into bookings for hotel clients.
• Property Management System (PMS) Hotel property management system for running hotel operations effortlessly and elevating guest stays, offered as part of the integrated hotel technology suite.
• Hotel EPoS Hotel electronic point-of-sale system for managing food, beverage, and other hotel revenue operations across the property.
• Guest Engagement / Journey Guest engagement solution for creating smarter email campaigns and tailoring offers to guest behaviors across the hotel guest journey.
• Hotel Payments Payment processing solution for hotels enabling secure transaction handling across the guest journey.
• Check-in Kiosk Self-service check-in kiosk solution for streamlined guest arrival experience at hotel properties.

Quantifiable outcome

• 2000+ hoteliers served worldwide
• +2 more outcomes

Named customers9 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature6 records

Partnerships

One partnership is on record.

• The Access Group / Access HospitalitycoreStrategic or Co-development PartnerAccess Hospitality acquired SHR Group, combining Access's operations and service focus with SHR's channel distribution, revenue and reservations expertise. This partnership creates a unified hotel technology ecosystem bringing together hotel CRS, CRM, booking engines, and AI solutions under one roof, eliminating the need for hotels to manage multiple disconnected providers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mews: Mews offers a cloud-native hospitality operating system including PMS, booking engine, channel manager, and payments, directly competing with SHR's integrated hotel software suite for independent and group hotels in the same mid-market and enterprise segments.
• Cloudbeds: Cloudbeds provides an all-in-one hospitality management suite (PMS, booking engine, channel manager, CRM) aimed at independent hotels and hotel groups, overlapping almost one-for-one with SHR's core offering and target buyer.
• Shiji Group: Shiji delivers enterprise hospitality technology including PMS, CRS, booking engine, POS, and distribution, serving global hotel chains and competing with SHR's CRS and distribution capabilities, particularly for large multi-property groups.
• Guestline: Guestline provides cloud-based PMS, booking engine, and distribution solutions primarily to UK and European independent hotels and groups, making it a direct competitor in SHR's independent hotel segment with similar feature scope.
• Stayntouch: Stayntouch offers a cloud PMS plus guest-facing mobile and self-service modules for hotels, overlapping with SHR's PMS, check-in kiosk, and guest engagement products in the mid-market hotel segment.

Broad incumbents

• Oracle Hospitality (OPERA): Oracle's OPERA platform is the dominant PMS/CRS in large enterprise hotel groups worldwide. While Oracle offers overlapping capabilities, its broader software portfolio and entrenched enterprise footprint make it the primary incumbent SHR competes against for large-chain deals.
• Sabre Hospitality: Sabre provides hotel CRS, distribution, and revenue management solutions as part of a much broader travel technology portfolio, competing with SHR's CRS and RMS offerings for enterprise and chain hotels.
• Amadeus Hospitality: Amadeus' hospitality division delivers CRS, PMS, and revenue management to large hotel chains globally, operating as a broad incumbent in the same hotel technology categories as SHR.

Emerging players

• Hotelogix: Hotelogix provides cloud-based PMS, booking engine, and channel manager solutions focused on independent hotels and small chains, making it a comparable competitor in the SMB and lower-mid-market segment.
• Revinate: Revinate focuses on hotel CRM, guest data, and marketing automation, directly overlapping with SHR's CRM and guest engagement capabilities and competing for the same direct-booking and personalization use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/SHR_Global
• Facebookfacebook.com/SHRGlobal
• LinkedInlinkedin.com/company/shrgroup-hospitality

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about SHR Group