By Orit Naomi, HTN Staff Writer - 6.6.2024
The Access Group, a business management software provider with a valuation exceeding $1.3 billion, is incorporating SHR Group, a global technology solution and services provider for hotels and casinos, into its growing AI-powered platform. The integration of SHR’s capabilities will complement those of Guestline, a Property Management Software (PMS) provider with a strong presence in DACH and Europe, which Access acquired in the previous year. The combined customer base of SHR’s 2,000 hotels and Guestline’s 3,000 properties will benefit from enhanced efficiency and profitability, facilitated by a comprehensive digital guest journey.
Established in 2004, SHR is a global technology and service provider for the hotel industry. With a comprehensive suite of tools and services, SHR assists over 2,000 global hoteliers in maximizing revenue by optimizing all aspects of the booking and retention ecosystem.
The acquisition of SHR positions the Access Hospitality division as one of the few comprehensive software providers in the global hotel industry. SHR’s integration is crucial to Access’s vision of becoming a comprehensive solution for hospitality property management, operations, and front-of-house tools. While the terms of the acquisition remain undisclosed, a spokesperson confirmed that the SHR team will now be part of the Access Group.
SHR’s offerings include a central reservation system, internet booking engine, customer relationship manager, revenue management system, and digital marketing and loyalty program solutions for hotels and casinos. Additionally, SHR has an AI-powered suite of tools, acquired through its 2022 purchase of Avvio, that customizes offers for customers to enhance conversion, upselling, and cross-selling. In 2020, SHR rolled out its new Guest Management System, Maverick CRM, for hoteliers that want to leverage guest data from their sales channels as well as their property management system.
The Access Group plans to incorporate SHR’s capabilities into its growing AI-powered platform within its Access Hospitality division. This division also includes Guestline, another property management software provider that Access acquired last year. In 2022, SHR, based in Houston, acquired Avvio, an Ireland-based hotel technology provider. Established in 2002, Avvio launched an AI-powered booking engine, Allora, in 2017, which provides personalized offers to guests from booking through check-in.
The acquisition of Houston-based SHR will allow Access to further penetrate the US market and cater to larger hotel groups, which often have more complex distribution needs than smaller boutique and independent operators. With revenues exceeding £1bn, The Access Group employs over 7,000 individuals globally and provides software solutions to more than a dozen sectors.
Access employs a modular approach, enabling hoteliers to customize their ideal tech stack according to their needs, while ensuring all key components are natively integrated. SHR’s offerings include a dynamic Central Reservation System (CRS), Internet Booking Engine (IBE), CRM, Revenue Management System (RMS), and digital marketing and loyalty program tools. Its AI capabilities tailor the content on direct booking sites to individual guests, enhancing relevance and aiding hoteliers in maximizing revenues through conversion, upselling, and cross-selling.
Access aims to become the preferred provider for the mid-market segment, focusing on independent hotels and national and regional chains globally. This will be achieved by integrating SHR’s products with Guestline and nearly 10 other Access Hospitality products.
The appointment of Jonah Paransky as Access President of the Americas earlier this year, coupled with the 2022 acquisition of ERP provider Construction Industry Solutions (COINS), underscores the Group’s commitment to expanding its footprint in the US market. The company already has a strong presence in Europe and APAC.
The Group’s Hospitality division currently supports over 20,000 hotels, multi-site pub and bar, restaurants, food-to-go, and leisure operators with software designed to enhance guest experiences and improve venues’ profitability. SHR’s pioneering use of technology and focus on customer experience make it a natural fit for Access and the acquisition is a key milestone in their drive to grow their market share in North America.