SHR Group

SHR Group leads the way as the premier global specialist technology and service provider for the hotel sector, dedicated to ensuring that their clients remain always ahead in a fast-paced and competitive market.

Our primary focus is driving revenue, optimizing efficiency and enriching guest experiences. We proudly offer an AI-powered suite of comprehensive tools and digital services designed to work individually or harmoniously together, enabling hotels and resorts to fine-tune their distribution, understand guest intent and increase profitability.


Allora helps hotels stay always ahead as it leverages the power of AI, with a dynamic suite of hotel software tools that work together, to optimize each step of the guest journey to increase revenue, customer life-time value and profitability. By using millions of data points, it builds a picture of guest intentions, anticipating and modelling outcomes before a customer is even aware themselves.

With Allora’s powerful behavior prediction tools, hotels can respond to individual customer needs in real time allowing them to better understand customer behavior, maximize revenue, increase bookings and reduce their dependence on third-party channels.

Allora is SHR’s flagship tool suite, the leading global specialist technology and service provider to the Hotel industry. Over 2,000 hotels are currently using the Allora comprehensive suite of products and services, all designed to help hotels and resorts optimize their revenue generation and boost their bottom line.

Meet the team

Rod Jimenez

Chief Executive Officer

Rod has successfully been leading SHR Group since 2012. He is the vision behind He has a long history in the hospitality industry technology space, starting with Webvertising, the company that created the iHotelier central reservations system. In 2004, Rod co-founded Whiteboard Labs, which produced the Windsurfer® CRS in 2009. Whiteboard Labs merged with Sceptre Hospitality Resources in 2012, and Rod has been successfully growing the company since then.

Prior to his time in the technology sector, Rod spent 10 years in the banking industry where he advised a large number of companies in a wide range of industries and countries. During this time, Rod was a Vice President in the Latin America corporate banking group of Bank of America and also served as Vice President and Client Advisor in the International Department of the Chase Manhattan Bank in Houston. In that capacity, he advised subsidiaries of multinational companies in corporate finance and investment banking matters.

David Moneo

Chief Product Officer

David joined SHR in 2019 as Vice President of artificial intelligence (AI) Initiatives. He works with a team of dedicated data scientists to join the best of machine learning with human intelligence, producing and delivering an evolving suite of AI-driven products and services to SHR clients.

Bringing with him a unique background in computer science coupled with hotel revenue management, David is also the co-founder and business developer of the Spanish data science group, Algorth, specialists in customized AI for the hospitality technology market. Previous to Algorth, he served as Advisory Specialist for LIONlab (machine Learning and Intelligent OptimizatioN), a laboratory fostering research and development in intelligent optimization and reactive search techniques. He also served in various leadership roles for Idiso global hotel sales, and for VivaTours developing new opportunities for international business in Portugal and the U.S.

Frank Reeves

Chief Evangelist

Frank was the co-founder and CEO of Avvio, a technology provider to the global hospitality industry, which merged with SHR in 2022. Under his leadership, Avvio pushed the boundaries of technology meeting hospitality, particularly with the introduction of, the world’s first direct booking platform powered by artificial intelligence.

Frank brings this knowledge and insight to SHR Group and champions the evolution of, the hospitality AI that powers SHR Group’s products and services. He is passionate about revolutionizing the digital experience to help hotels create more revenue, whilst delivering innovative technologies and new distribution networks to grow direct bookings for hotels.

Siddharth Chandak

Chief Technology Officer

In his role as Chief Technology Officer, Sid is responsible for setting SHR’s technical vision and leading the company’s technological development. He ensures technology standards and best practices are met for software development, quality assurance, infrastructure, hosting and security.

Sid brings to SHR extensive experience in organizing and managing several development teams across the globe. He started his career in the hospitality industry as a programmer at Innlink Reservation Services in 2004 and then later served as the Chief Technical Architect for the company. Sid spent several years at Cognizant Technology Solutions where he provided IT consulting services for multiple Fortune 100 companies.

Thomas Schulz

Chief Financial Officer

Thomas Schulz joined SHR Group in 2023 and brings a wealth of experience to his role as CFO. Responsible for overseeing the company’s Finance and HR teams, Thomas’s impressive background in finance and M&A leadership roles includes serving as CFO at a global retail software company and holding key finance and M&A leadership roles at leading software companies such as OpenText, Sitecore, and Informatica.

Earlier in his career Thomas earned his MBA degree from UC Berkeley after working as a consultant at Deloitte.

Heinrich Kessler

Chief Commercial Officer

Heinrich Kessler, a veteran in the Hospitality and Hospitality Technology industry, started as Chief Commercial Officer in November 2023. With over 25 years of experience, Heinrich has worked with prominent brands such as D-Edge, Pegasus, and Trust International. His extensive background includes serving as Chief Commercial Officer at D-Edge, as well as roles such as SVP Global Business Development and Managing Director.

Heinrich has substantial experience in electronic distribution, hospitality sales & marketing, tactical and strategic sales, strong leadership and motivation skills, negotiation skills, and is highly customer focused.

Discover the world's leading intelligent and integrated hospitality platform

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Meet our suite of tools

Fully integrated service

Easily integrate all aspects of your business to form a whole ecosystem using the full suite of's tools. Harness the power of data across every element of your business to stay ahead of your competition.



Website Design


Digital Marketing



allora Central Reservation System (Windsurfer)


allora Revenue Management System (Wave)


allora Internet Booking Engine



allora Customer Relationship Management (Maverick)

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