The Access Group, a business management software provider, has added global hotel and casino technology specialist SHR to its AI-powered end-to-end platform for hotels.
Access will add SHR’s capabilities with those of Guestline, a property management software company it acquired last year. SHR’s 2,000 hotel customers will join Guestline’s 3,000 properties.
According to the company, the acquisition of SHR, based in Houston, will enable Access to make further inroads into the U.S. market and service larger hotel groups, which often have more complex distribution needs than smaller boutique and independent operators.
SHR comprises a dynamic central reservation system, internet booking engine, CRM, revenue management system and digital marketing and loyalty program tools. Its use of AI means the content guests see on direct booking sites is tailored to them, increasing relevance for customers and helping hoteliers maximize revenues through conversion, upselling and cross-selling.
“This deal has taken us a step closer to achieving our goal of being the global go-to technology partner for hotels, helping them deliver exceptional guest experiences and increase their profitability," Jonah Paransky, Access Group president, Americas, said in a statement.“SHR’s pioneering use of technology and laser focus on customer experience make it a natural fit for Access. This acquisition is a key milestone in our drive to grow our market share in the U.S. and tap into the massive growth opportunity the market presents.”