SHR Buys European Firm Cross-Tinental


AUGUST 21, 2017

SHR expands its global reach by acquiring European hospitality tech consultancy firm


HOUSTON, TX AND BARCELONA, SPAIN, August 21, 2017—SHR, Sceptre Hospitality Resources, a leading provider and pioneer in the field of hotel distribution technology, has purchased Cross-Tinental, a well-known leader in the European hospitality tech consultancy sector, and reseller for SHR products. This purchase serves to immediately jump start SHR’s already growing European presence, giving the company a broader base to build upon in the coming years.

“We were looking for very strong representation in the European market, now and for the future,” said Rod Jimenez, CEO of SHR. “The fact that Cross-Tinental has such outstanding customer support and is a leader in their field for Europe, plus our already strong relationship with them, were deciding factors for us, and made them a natural choice.”

Cross-Tinental’s corporate mission to help companies in the U.S. that have already achieved success in the hospitality technology sector to duplicate that success in Europe would seem to fit perfectly with SHR’s vision to simplify the complex world of hoteliers with innovation and superior service.

“We are very happy to now be part of the SHR family,” said David Orensanz, Cross-Tinental CEO. “We’ve been providing SHR’s industry-leading technologies to our clients for years, and seeing not only how results in terms of conversion for hotels have been impressive, but SHR’s great capacity to make technology flexible to the local market needs. Becoming a single entity will allow our combined teams to have a major presence in the market, enabling more hoteliers in Europe and the Middle East to have access to superior SHR technology.”

Orensanz will lead growth efforts for the EMEA region as Managing Director of SHR-Europe, which will be headquartered in Barcelona, Spain.

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