The new booking engine will enable the hotel to gain full control of the guest booking journey. Credit: Gts / Shutterstock.

Hotel technology specialist SHR has deepened its alliance with Gothia Towers, a three-tower hotel complex in Sweden.

The hotel has adopted SHR’s AI-powered booking engine and central reservation system (CRM).

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It is expected to boost digital transformation, enhance direct bookings, and offer tailored guest experiences.

This move has expanded on the hotel’s existing use of SHR’s CRM, Global Distribution Systems, and OTA Direct Connect applications, all deployed in October 2023.

Gothia Towers revenue management and distribution director Johan Forsberg said: “Our existing partnership with SHR has been nothing short of instrumental to enhancing our operational efficiency and guest experience, so it only made sense that we take it to the next level.

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“This will allow us to enrich every stage of the guest journey – from booking to departure – ensuring that Gothia Towers remains a leader in the delivery of best-in-class hospitality in the Nordic region.”

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The new Booking Engine will enable the 1,200-room hotel to gain full control of the guest booking journey by offering an intuitive online experience.

This application will allow the hotel to design customised booking experiences that capture website visitors.

It will lead them through the booking process with tailored content and intuitive engagement tools optimised for all devices.

SHR’s CRM features a user-friendly interface and can streamline operations, offering hoteliers the tools required to grow revenue and drive loyalty.

The newly integrated systems will go live by 18 November 2024, with Gothia Towers expecting enhancements in guest satisfaction and direct booking performance as a result.  

SHR senior business development director Patrik Norman said: “We are thrilled to be deepening our partnership with Gothia Towers, a true icon in Scandinavian hospitality.

“The addition of our booking engine and CRM to their tech stack is a clear demonstration of their commitment to staying at the forefront of innovation.”

Earlier this year, SHR expanded its Global Advisory Board, a collective of senior executives across the hospitality landscape.