Nestled in the heart of Dallas, Texas, the Drey Hotel Dallas is more than just a place to stay; it's a destination that redefines modern living and upscale hospitality. This boutique hotel, a part of the sprawling mixed-use complex known as The Village, embarked on a unique path to success.

One of the most distinctive aspects of the Drey Hotel Dallas was its team. In a unique move, the hotel employed personnel who lacked prior experience in the hotel industry. This strategy, while unconventional, was underpinned by the belief that fresh perspectives could lead to innovative solutions. However, it posed several challenges:

  1. Understanding the Hotel Industry
  2. Establishing the Right Pricing Strategy
  3. Determining what Technology to Use

To overcome these challenges and thrive in a competitive market, the Drey Hotel Dallas turned to SHR Group, the global leader in hotel technologies powered by SHR Group played a pivotal role in the Drey's success through:

  1. Technology Integration: The Drey Hotel Dallas harnessed multiple technology solutions from SHR Group, including allora CRS (Windsurfer®), Revenue Management For Hire Services, allora RMS (Wave), and allora CRM (Maverick). These solutions played a pivotal role in enhancing booking visibility, customer offerings, and establishing effective customer engagement strategies.
  2. CRS set-up: SHR Group provided expertise in Central Reservation System setup. This included configuring room rate and room type product setups to facilitate growth.
  3. Strategic Guidance: Leveraging their extensive industry knowledge and experience, SHR Group helped the Drey Hotel Dallas devise strategies for customer segmentation, customer loyalty programs, and expanded distribution reach. SHR Group’s Revenue Management for Hire services (RMFH) also provided expertise in setting up Drey Hotel’s Property Management System (PMS), supporting those in the team with less hotel experience.

The Drey Hotel Dallas stands as a testament to the power of innovation and adaptation in the hospitality industry. By embracing unconventional hiring practices and its strategic partnership with SHR Group, it not only overcame challenges but also positioned itself as a trailblazer in the competitive landscape of modern hospitality.

“I have had the privilege of working with SHR Hotel Services for the past year, and I can confidently say that their expertise and dedication have been instrumental in the growth of our hotel business.
Our journey with SHR has been nothing short of remarkable. Working with them has not only improved our revenue performance but has also enhanced our overall guest experience. Their innovative technology, combined with the expertise of their team has positioned our hotel for continued growth and success in a highly competitive industry. I wholeheartedly recommend SHR Hotel Services to any hotel looking to elevate its revenue management strategies and guest satisfaction.”
Gabriella Monte, Vice President of Hotel & Retail Operations, The Village Dallas Stay Always Ahead
Download this case study

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)

Discover the world's leading intelligent and integrated hospitality platform

Book a demo

Contact us

Request a demo

Find out more about SHR Group's products and services

Book a demo
Contact customer support

Contact our support team today

Contact Support
Sign up for a newsletter

Sign up for news and updates to help you to stay always ahead

Sign up