SHR, a Pioneer of Advanced Hotel Revenue Generation Technologies, Announces Investment from Serent Capital

SHR (Sceptre Hospitality Resources), a pioneer of advanced hotel revenue generation technologies, secured a significant investment from Serent Capital, a San Francisco and Austin based private equity firm focused on investing in high-growth technology and services businesses.

SHR provides a central reservation system (CRS) to hotels to help them optimize revenue generation and deliver an exceptional experience to their guests. Founded in 2012 by the same team that founded Whiteboard Labs in 2004, SHR has developed a suite of products that encompass guest and revenue management and is used by thousands of hotels across the world.

"For over 8 years we've been proud to deliver a valuable and meaningful product to our customers. With this investment from Serent, we're looking forward to the next chapter in our story and continuing to deliver our product to even more hotels and their guests," said Rod Jimenez, Co-founder of SHR. He continued, "Serent demonstrated its commitment to the hospitality technology market and its long-term orientation through the investment. Despite the challenges that the current environment presents to the hospitality industry, we continue to believe that revenue generation tools will be of paramount importance to hotels, and we are excited to have a partner that shares in that belief."

"Rod has built a remarkable suite of solutions that is not only critical for hoteliers but is also well-loved by its customers," stated Lance Fenton, Partner at Serent Capital. "We've spent the last 12 years as active investors in the hospitality market, and we believe Rod and his team have built an exceptional and unique business, which will be a great platform for us as we look to expand its footprint both organically and inorganically through M&A."

SHR represents Serent Capital's 5^th platform investment in the hospitality sector. Previous investments in the space include BirchStreet, Compeat, FranConnect, and Knowland.

About Serent Capital

Serent Capital invests in growing businesses that have developed compelling solutions that address their customers' needs. As those businesses grow and evolve, the opportunities and challenges that they face change with them. Principals at Serent Capital have firsthand experience at capturing those opportunities and navigating these difficulties through their experiences as CEOs, strategic advisors, and board members to successful growing businesses. By bringing its expertise and capital to bear, Serent seeks to help growing businesses thrive. For more information on Serent Capital, visit www.serentcapital.com.

About SHR

Founded in 2004, and headquartered in Houston, Texas, with offices in Europe and Asia-Pacific, SHR Group is a leading global specialist technology and service provider to the hotel sector. Helping hoteliers to maximize revenue by optimizing all aspects of the booking and retention eco-system through a full suite of tools, including the groundbreaking allora.ai platform, over 2,000 hotels globally use SHR Group's product suite to optimize their channel mix and personalize guest experiences. To learn more, visit https://shrgroup.com/.

SHR supports 1500+ independent, group, casino and long-stay hotels, manage 6.6M reservations, sell 19m room nights and drive £2 billion revenue per year through its Windsurfer CRS, CRM and RMS.