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HOUSTON, TX, January 17, 2018—SHR, Sceptre Hospitality Resources, a pioneer and leading provider of advanced hotel distribution technologies and developer of Windsurfer® CRS, is pleased to provide a look back at its activities over 2017, a year full of new clients, partners, and innovation, including the following highlights and milestones.

Growth and Market Expansion
Cross-Tinental Acquisition.
In August, SHR acquired Cross-Tinental, a well-known leader in the European hospitality tech consultancy sector. This purchase served to immediately jump start SHR’s already growing European presence, giving the company a broader base to build upon in the coming years. Cross-Tinental’s mission fit well with the SHR’s vision to simplify the complex world of hoteliers. By becoming a single entity, the combined teams have been strengthened while giving more hoteliers in Europe and the Middle East access to SHR technology.

Enhanced Singapore Support. Adding to SHR’s expanding global presence, the company introduced a dedicated Client Experience Management staff in Singapore to better-serve their growing Asia Pacific clientele. 

New Barcelona Office. David Orensanz, former CEO for Cross-Tinental, began leading growth efforts for the EMEA region as Managing Director of SHR-Europe, marked by the opening of the new EMEA headquarters in Barcelona, Spain.

New Houston Offices. In response to SHR’s steady growth over the past few years, the company upgraded its Houston headquarters to now occupy the entire 7th floor of their previous address.

New Major Clients. Among its new clients for 2017, SHR added Danubius Hotels Group, Universal OrlandoTM Resort Hotels, Seda Hotels, Hotel Equatorial Shanghai, and Hotel Equatorial Qingdao.

New Product Offerings 
Expedia API.
SHR teamed with Expedia, Inc. to bring SHR’s clients an additional tool to help create easier, more reliable booking experiences and truer inventory management—the Expedia Product Application Programming Interface (API)—and in doing so, became one of Expedia’s first integrated partners to offer this API to its clients. Hotel room updates are now sent directly to Expedia, no mapping required, enabling SHR to support a more streamlined data exchange that translates into truer room availability, and a more satisfying overall booking experience—for the hotelier and for the guest.

Protel Partnership. SHR partnered with global PMS innovator, protel hotel software, creating the first-ever CRS/PMS whisper technology alliance. Protel has been providing PMS services to the market for 22 years in over 90 countries throughout Europe and Asia, garnering deep PMS knowledge over that period. This partnership gave SHR access to protel’s 14,000 global hotel clients’ transaction and preference data, making SHR the first CRS provider to have such deep data integration via a service bus concept.

Multi-Currency Functionality. With this feature, the Windsurfer CRS now supports complete multi-currency functionality configurable for each property, enabling a property to offer various rates for recording in their assigned currency.  

Virtual Rooms. This feature creates a component room type by combining two or more room types into a single room. It provides hoteliers the ability to sell specialty suites without reducing regular inventory, and is especially useful for hotels that wish to employ a more complex distribution strategy.

Upgrade Option. With this new option, any room that is listed at a higher rate than what a guest has in their cart can be displayed as an upgrade option. Guests now see the rate difference between the selected room and the higher priced room, helping them to upgrade more easily from one price point to another.

Events and Honors
Innovation Summit.
In May, SHR held its first Innovation Summit in Houston, dedicated to Shaping the Future of Hospitality Together. Starting with a small group of actively-engaged clients and partners, this experimental gathering served as a test opportunity to see if our clients would derive real value from a chance to interact with their peers in an open forum. A post-event survey revealed that the Summit was a refreshing and valuable experience for SHR’s clients, with participants commenting positively on everything from how good it was to simply have “room to think clearly” to having enjoyed debating diverse issues via “honest and candid dialogue,” and coming away with “not just new ideas, but a clearer focus on what matters, and what we can do today.”

HITEC Toronto. At one of the biggest hospitality tech shows of the year, the SHR team conducted product demos and client meetings, showing a whole new wave of hoteliers why Windsurfer continues to be a top choice for hotel distribution the world over. Rod Jimenez, SHR CEO and co-founder, and Estella Hale, Vice President of Product, were on-hand, answering pressing distribution questions, sharing industry knowledge, and insider viewpoints on the future of hospitality technology.

Hong Kong and Singapore Technology Panels. Jimenez spoke as an expert panelist at two major hospitality technology events; The Future of Hotel Technology, held at the Revenue Strategy Forum, Hong Kong, and E-Commerce: Driving Direct Bookings to Enhance Yields and Loyalty, held at the Hotel Management Singapore Summit. “I was honored to be participating in two such well-respected hospitality tech forums,” Jimenez said. “SHR’s innovative approach has allowed us a unique window into the problems facing today’s hoteliers. It was exciting to contribute some of the knowledge we’ve gained, and to hear the perspectives of our industry colleagues as we work toward how best to help our clients in the future.”

Inc. 5000 Listing—Number Six. SHR was named to this prestigious list for celebrating innovation and entrepreneurial leadership, as ranked by overall revenue growth over a three-year period. To receive this distinction six years running is a true testament to the spirit of hard work and client commitment SHR team members embrace. SHR’s continued inclusion on the list has marked its rapid growth as reflected in true numbers, with the company consistently exceeding its revenue goals, increasing sales each year by almost 30 percent since 2012.

Executive Outlook, eHotelier Tech Trends. CTO Dave Samia, COO Adam Roark, and Vice President of Product, Estella Hale, weighed in on the biggest current and future hospitality tech trends in the areas of distribution, revenue management, and the guest. “Hoteliers are already seeing their profits squeezed by third-party booking companies,” Roark said. “It’s finally time to look past simply easy solutions, and time for hoteliers to seriously invest in deeper technology.”

Community Involvement
Hurricane Relief Efforts.
With Harvey bearing down on the Houston area, and Irma wreaking havoc on clients in Southern Florida and the Keys, the people at SHR joined thousands of others throughout the areas to help wherever they could. From putting boats into service to reach neighbors hard-hit by Harvey’s flooding, to working with the Houston Pregnancy Help Center, making sure that area infants and mothers didn’t go without vital supplies, SHR’s team members were there however and wherever they were needed. 

Food Drive. SHR’s annual participation with the Houston Food Bank not only helps to ensure children of local low income families have food, but that they also have the necessary tools needed to receive a quality education. This year, the Bank hosted a Teachers Aid School Supply Drive and Food Drive. While these events are important every year, they were even more so in 2017 with the heightened sense of urgency created by Harvey.

Adopt a Family. This is the second year the company has adopted a family through the Houston Children's Charity. This year, SHR was paired with a mother and her children who had lost their beds due to Harvey, and were sleeping on the floor. SHR employees immediately donated three beds, a pack and play, and bedding, and eventually over 60 other gifts, including toys, clothes, housewares, and shoes, all delivered by SHR directly to the family. 

About SHR

Headquartered in Houston, Texas, with offices in Europe and Asia-Pacific, SHR is a leading provider of advanced tools and services that help hotels execute their best distribution strategy while delighting guests and optimizing profitability. The technical maturity of SHR—having built not one but two Central Reservations Systems (CRS)—is second to none. In addition to serving thousands of properties around the globe with Windsurfer® CRS and Booking Engine, the company also provides Revenue Management for Hire to brands, chains, and management companies. SHR brings hoteliers nimble technology, intelligently supported by tested industry experts—keeping hotels competitive. For more information, please visit

SHR is the trade name for Sceptre Hospitality Resources, LLC, a Delaware Limited Liability Company. 

Contact: Jason Emanis, VP of Marketing / +1 713.333.9944

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