SHR acquires hotel tech provider Avvio

Houston-based SHR (Sceptre Hospitality Resources) has acquired Avvio, an Ireland-based provider of hotel technology.

Financial terms of the acquisition are not being disclosed, but the two brands will continue to operate.

In March 2020, SHR received an undisclosed investment from Serent Capital. In a statement about the acquisition, SHR says, “Serent Capital sponsored the acquisition of Avvio through SHR to create a technology powerhouse for independent hotels and chains with unrivaled customer support across the world.”

Founded in 2002, Avvio launched an artificial intelligence-powered booking engine in 2017, Allora, that provides personalized offers to guests from booking through check-in. Avvio says its technology is in use in more than 500 hotels worldwide and handles more than 400 million bookings and £400 million transactions annually.

SHR provides CRS, CRM and revenue management systems used by more than 1,500 independent, group, casino and long-stay hotels.

“Both SHR and Avvio are much loved brands that are passionate about providing world-class revenue generating technology solutions to independent and group hotels who want to deliver the best brand-led experience to their guests in the most profitable way,” says Rod Jimenez, CEO of SHR.

Says Avvio CEO Frank Reeves: “The coming together of Avvio and SHR creates a company that’s far more than the sum of its parts. Like myself, SHR’s CEO Rod Jimenez is a long-time entrepreneur and understands success is built around over-delivering for your customers every single day. Both businesses have innovation in their DNA and a real challenger mindset. I can’t wait to see what we can achieve together.”