Guldsmeden Hotels Chooses SHR’s Windsurfer CRS and Maverick CRM

HOUSTON – August 23, 2022 – Guldsmeden Hotels, a sustainable, privately owned Danish boutique hotel chain with 10 locations throughout Europe, Iceland and Bali will partner with SHR to improve the guest experience and drive revenue at each touchpoint of their guest’s journey.

Guldsmeden Hotels has adopted SHR’s Windsurfer CRS to optimize their distribution channel mix by sending real-time rates and inventory to the booking engine and third-party distribution partners, thereby reducing acquisition costs and reaching the right travelers on their preferred channels.​ Adopting Maverick CRM​ will allow them to personalize the guest experience​ by centralizing guest data and serving it up at the right times along the customer journey, building better guest experiences and engagement.​

Guldsmeden Hotels prides itself on its green and sustainable practices while also giving guests the best possible stay, which sets them apart from other operators in the region.

“At Guldsmeden Hotels, we are committed to giving our guests a wonderful stay with as little negative environmental impact as possible. This message must be conveyed through our marketing and online presence, allowing us to provide a personalized and unique experience to each and every guest,” says Erik van Weerden, Revenue Manager at Guldsmeden Hotels. “SHR will help us prioritize those goals while providing a well-integrated tech stack as the framework.”

“There is much to love about Guldsmeden Hotels – namely the beautiful boutique hotels in amazing locations, as well as leadership’s commitment to sustainability and a green environment,” says Patrik Norman, Senior Director of Business Development at SHR. “We are excited to help Guldsmeden Hotels improve their distribution mix, and drive and convert more direct business with personalized engagement.”

About SHR

SHR is a leading provider of meaningful technology that helps hotels execute their best revenue generation strategies. With an evolving suite of AI-driven solutions, SHR enables hotels around the world with applications ranging from distribution to revenue management to guest management, including: Windsurfer CRS, Windsurfer Booking Engine, Wave RMS, and Maverick CRM; as well as revenue management for hire services to brands, chains, and management companies. For more information, visit

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