SHR, a Pioneer of Advanced Hotel Revenue Generation Technologies, Announces Investment from Serent Capital

SAN FRANCISCO, & AUSTIN, Texas--()--SHR (Sceptre Hospitality Resources), a pioneer of advanced hotel revenue generation technologies, secured a significant investment from Serent Capital, a San Francisco and Austin based private equity firm focused on investing in high-growth technology and services businesses.

SHR provides a central reservation system (CRS) to hotels to help them optimize revenue generation and deliver an exceptional experience to their guests. Founded in 2012 by the same team that founded Whiteboard Labs in 2004, SHR has developed a suite of products that encompass guest and revenue management and is used by thousands of hotels across the world.

For over 8 years we’ve been proud to deliver a valuable and meaningful product to our customers. With this investment from Serent, we’re looking forward to the next chapter in our story and continuing to deliver our product to even more hotels and their guests,” said Rod Jimenez, Co-founder of SHR. He continued, “Serent demonstrated its commitment to the hospitality technology market and its long-term orientation through the investment. Despite the challenges that the current environment presents to the hospitality industry, we continue to believe that revenue generation tools will be of paramount importance to hotels, and we are excited to have a partner that shares in that belief.”

Rod has built a remarkable suite of solutions that is not only critical for hoteliers but is also well-loved by its customers,” stated Lance Fenton, Partner at Serent Capital. “We’ve spent the last 12 years as active investors in the hospitality market, and we believe Rod and his team have built an exceptional and unique business, which will be a great platform for us as we look to expand its footprint both organically and inorganically through M&A.”

SHR represents Serent Capital’s 5th platform investment in the hospitality sector. Previous investments in the space include BirchStreet, Compeat, FranConnect, and Knowland.

About Serent Capital

Serent Capital invests in growing businesses that have developed compelling solutions that address their customers' needs. As those businesses grow and evolve, the opportunities and challenges that they face change with them. Principals at Serent Capital have firsthand experience at capturing those opportunities and navigating these difficulties through their experiences as CEOs, strategic advisors, and board members to successful growing businesses. By bringing its expertise and capital to bear, Serent seeks to help growing businesses thrive. For more information on Serent Capital, visit

About SHR

SHR is a leading provider of meaningful technology that helps hotels execute their best revenue generation strategies. Headquartered in Houston, Texas, with offices in Europe and Asia-Pacific, SHR has a history of innovation starting with Windsurfer® CRS, SHR serves thousands of properties around the globe with an evolving suite of AI-driven solutions, ranging from high-level distribution to intricate guest management. In addition, the company offers Revenue Management for Hire to brands, chains, and management companies. SHR brings hoteliers nimble, real-world technology, intelligently supported by tested industry experts—keeping hotels competitive. For more information, please visit

SHR is the trade name for Sceptre Hospitality Resources, LLC, a Delaware Limited Liability Company.


Kathleen Richmond, 512-334-6576

Release Summary

SHR (Sceptre Hospitality Resources), a Pioneer of Advanced Hotel Revenue Generation Technologies, Announces Investment from Serent Capital


Kathleen Richmond, 512-334-6576