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HOUSTON, TX, April 16, 2018—SHR, Sceptre Hospitality Resources, a pioneer in advanced hotel distribution technologies and developer of Windsurfer® CRS, announced the promotions of associates Estella Hale and Doug Tucker.

Estella Hale will be adding to her already rich history with SHR by moving from Vice President of Product to becoming the company’s first Chief Product Evangelist. In her new position, she will act as the voice to SHR’s vision of being the most trusted brand for hoteliers, working to inform, persuade, and convert the clients she serves toward their best hospitality technology.

Estella originally joined Whiteboard Labs in 2006 to focus on support for Windsurfer, subsequently becoming the Product Manager for Windsurfer, and then Vice President of Product in 2015, setting and fulfilling the strategic vision for all SHR products from conception through launch and completion.

“As CPE, I will have many roles, yet always remain at my core the voice to the market, and the voice of the market at SHR,” said Hale. “My job is to see the great experience hotels provide, what guests want from that experience, and then ask the question; what do those two worlds need to connect, all while remembering one thing; It’s not our show, it’s theirs.”

Doug Tucker, who joined SHR in 2017 as Product Manager, has moved on to become Director of Product Management. In this expanded role, Doug’s primary focus will be on building and guiding the product life-cycle team at SHR, managing product research, development, and launch, and providing portfolio management to grow and expand SHR’s software offerings, increasing distribution options for its clients.

“I am excited to be able to take my contributions to SHR to the next level,” said Tucker. “My goal is to not only further enhance our industry-leading CRS, but to help bring our clients the next new phases of technology they will need to meet and exceed their hotel business goals.”

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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