Gothia Towers, Sweden’s largest hotel, has strengthened its partnership with hotel technology specialist SHR. The hotel, located in central Gothenburg with 1,200 rooms, now uses SHR’s advanced AI-driven booking engine and customer relationship management (CRM) system. This move aims to boost direct bookings, accelerate digital transformation, and provide more personalized experiences for guests.
This expansion builds on Gothia Towers’ existing use of SHR’s Central Reservation System, Global Distribution Systems, and OTA Direct Connect applications, which they implemented in October last year.
Gothia Towers will have greater control over the guest booking process with the new booking engine. This will allow the hotel to create customized experiences for visitors on their website, guiding them through the booking journey with relevant content and user-friendly tools.
Gothia Towers’ decision to expand its partnership with SHR reflects its trust in SHR’s commitment and support. Johan Forsberg, Director of Revenue Management and Distribution at Gothia Towers, shared that their existing collaboration with SHR has improved operational efficiency and guest experience. He believes this next step will further enhance every stage of the guest journey, solidifying Gothia Towers’ position as a leader in Nordic hospitality.
Patrik Norman, Senior Director of Business Development at SHR, expressed excitement about deepening the partnership with Gothia Towers, a renowned name in Scandinavian hospitality. He emphasized that adding SHR’s Booking Engine and CRM to Gothia Towers’ technology suite is a testament to the hotel’s dedication to innovation and improving guest satisfaction.
The new systems are scheduled to go live by November 18, with Gothia Towers expecting notable improvements in guest satisfaction and increased direct bookings.
