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.

Michael De Jongh

Chief Commercial Officer

Michael joined Avvio in July 2018 (acquired by SHR Group in November 2022) as Chief Commercial Officer and has continued in that role across the SHR Group leading our commercial “Go to Market” function, which drives and supports our customers success, leading SHR Group growth globally.

Prior to SHR Group, Michael had extensive experience with leading global businesses including Sage Plc, Syniverse, Sybase and Vodafone, as well as 3 scale-up businesses that had successful exits. Michael was also on the board of the not for profit organisation Hoteliers Charter, which exists to raise the profile of the hospitality industry, advocating working in hotels as a great career choice.

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.

Natasha Billing

Chief Marketing Officer

Natasha joined SHR Group in 2023 as Chief Marketing Officer to develop and execute comprehensive marketing strategies that drive business growth and increase market share for SHR Group. She is responsible for overseeing all aspects of the company’s marketing initiatives.

Prior to joining SHR Group, Natasha held several global leadership positions in fast-moving, and much-loved consumer facing brands in the UK, US and Europe, including ASOS, Telefonica Digital, Warner Music, Disney and Vodafone, with a focus on developing complex digital brands with purpose-led brand positioning, communications planning and activation.

Discover the company behind the world’s leading intelligent and integrated hospitality platform is a flagship product of SHR Group, a leading provider of innovative and intelligent technology solutions for hotels and resorts worldwide.

SHR Group (Strategic Hospitality Resources), headquartered in Houston, Texas and with offices in Limerick, Barcelona and Singapore, is a leading provider of innovative and intelligent technology solutions for the hospitality industry.

With a deep understanding of the challenges facing the hospitality industry, SHR Group helps hoteliers to always be ahead of sector change through a suite of innovative products that are designed to streamline operations, enhance guest experiences, and increase profitability. From revenue management and distribution to guest engagement, and marketing services including website design, digital strategy support and SEO expertise, their solutions are designed to deliver measurable results and long-term success. helps hotels stay always ahead by leveraging the power of AI, with a dynamic suite of hotel management software tools. These deliver real-time pricing recommendations, optimize hotel inventory distribution, and, in an industry first, provide intuitive guest profile management.

By using millions of data points it builds an understanding of guest intentions, proactively predicting and shaping outcomes even before guests themselves are conscious of them. With'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.

With over 2,000 hotels currently using and SHR Group’s comprehensive suite of products and services, hotels and resorts around the world are optimizing their operations, better understanding their customers and, ultimately, driving their revenue.

The world's leading intelligent & integrated hospitality platform

With on your team, you are always ahead. Powered by AI, analyzes millions of data points to build a picture of exactly what your guests want, anticipating their needs before they even know themselves. supports and fuels a comprehensive suite of hospitality technology, including CRS, CRM, IBE, CRM and more.

Allowing you to stay ahead of your competition by being able to respond to individual customer needs in real time.

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Revolutionizing your guest journey and deepening your customer engagement

SHR Group Hotel Services goes beyond converting hotel websites into successful sales channels. We focus on empowering you with a distinct competitive advantage by revolutionizing the guest journey and deepening your customer understanding and engagement.

Whether you opt for our entire suite of services or pick and choose individual elements, you can increase your opportunities for value creation with our award-winning website design and digital marketing services, and unmatched AI-powered hotel acquisition management and retention solutions.

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Discover the world's leading intelligent and integrated hospitality platform

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Meet our suite of tools


Digital Optimizer


Website Design


Digital Marketing


Allora Central Reservation System (Windsurfer)


RMS (Wave)


Internet Booking Engine




Allora CRM (Maverick)




Retention Optimizer


Robotic Process Automation



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