SHR expands partnership with Sweden's Gothia Towers

The hotel already uses SHR's OTA Direct Connect and Central Reservation System

Hotel technology specialist SHR has announced a new extended partnership with Gothia Towers, Sweden’s largest hotel. 

The 1,200-room hotel in central Gothenburg has adopted SHR’s AI-driven booking engine and CRM to accelerate digital transformation, boost direct bookings, and deliver personalized guest experiences.

This expansion builds on Gothia Towers’ existing use of SHR’s Central Reservation System, Global Distribution Systems, and OTA Direct Connect applications.

The three tower hotel implemented these solutions in October last year.

The addition of the new booking engine will enable Gothia Towers to gain full control of the guest booking journey to create personalised booking experiences for website visitors, guiding them through the booking process with tailored content and intuitive engagement tools.

The decision to deepen the partnership is said to reflect the hotel’s "confidence" in SHR and its support and commitment to its clients is said to have played a "crucial role" in Gothia Towers’ decision to continue and expand the partnership.

Johan Forsberg, director revenue management and distribution of Svenska Mässan Gothia Towers AB, said: “Our existing partnership with SHR has been nothing short of instrumental to enhancing our operational efficiency and guest experience, so it only made sense that we take it to the next level. 

"This will allow us to enrich every stage of the guest journey – from booking to departure – ensuring that Gothia Towers remains a leader in the delivery of best-in-class hospitality in the Nordic region.”

Patrik Norman, senior director of business development of SHR, said: “We are thrilled to be deepening our partnership with Gothia Towers, a true icon in Scandinavian hospitality. 

"The addition of our Booking Engine and CRM to their tech stack is a clear demonstration of their commitment to staying at the forefront of innovation. 

"We look forward to seeing how these tools will help Gothia Towers not only meet but exceed guest expectations, ultimately driving higher satisfaction and increased direct bookings.”

The newly integrated systems are set to go live by November 18, with Gothia Towers anticipating "significant improvements" in overall guest satisfaction and direct booking performance as a result.