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SHR expands its global reach by acquiring European hospitality tech consultancy firm

HOUSTON, TX and BARCELONA, SPAIN, August 21, 2017 —SHR, Sceptre Hospitality Resources, a leading provider and pioneer in the field of hotel distribution technology, has purchased Cross-Tinental, a well-known leader in the European hospitality tech consultancy sector, and reseller for SHR products. This purchase serves to immediately jump start SHR’s already growing European presence, giving the company a broader base to build upon in the coming years. 

“We were looking for very strong representation in the European market, now and for the future,” said Rod Jimenez, CEO of SHR. “The fact that Cross-Tinental has such outstanding customer support and is a leader in their field for Europe, plus our already strong relationship with them, were deciding factors for us, and made them a natural choice.”

Cross-Tinental’s corporate mission to help companies in the U.S. that have already achieved success in the hospitality technology sector to duplicate that success in Europe would seem to fit perfectly with SHR’s vision to simplify the complex world of hoteliers with innovation and superior service.

“We are very happy to now be part of the SHR family,” said David Orensanz, Cross-Tinental CEO. “We’ve been providing SHR’s industry-leading technologies to our clients for years, and seeing not only how results in terms of conversion for hotels have been impressive, but SHR’s great capacity to make technology flexible to the local market needs. Becoming a single entity will allow our combined teams to have a major presence in the market, enabling more hoteliers in Europe and the Middle East to have access to superior SHR technology.”

Orensanz will lead growth efforts for the EMEA region as Managing Director of SHR-Europe, which will be headquartered in Barcelona, Spain.

About SHR

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 as well as the Internet Booking Engine, TopSail™, the company also provides Revenue Management for Hire to brands, chains, and management companies. SHR brings hoteliers the best in 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 / 713.333.9944

About Cross-Tinental

The mission of Cross-Tinental is to help great companies from the United States, who have already achieved great technology products for hospitality, to sell and operate in Europe.

Across its Hotel Technology PlatformÓ, Cross-Tinental brings software products, which are complementary to each other and user-friendly, to the European Hotel Industry. Hotel users always have local support service of experts and consultants who solve any issue and help them to become more competitive. For more information, please visit

Contact: Zsuzsanna Albrecht, VP of Sales, Central Europe / +49 2131 7384477

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