SHR Engages Services of Data Science Team, Algorth

HOUSTON, TX, April 29, 2019—SHR, Sceptre Hospitality Resources, a pioneer of advanced hotel distribution technologies, has entered into an exclusive business agreement with the Spanish data science group, Algorth, specialists in customized Artificial Intelligence (AI) for the hospitality technology market.

This move by SHR is part of the company’s recent investment in AI as applied to traditional hospitality technology platforms, such as CRS, RMS, and CRM. Algorth, co-founded by David Moneo, produced cutting edge AI technology in the hospitality business with a data science team, led with the collaboration of data scientists Dr. Amir Atiya, Dr. Hatem Fayed, and Sandra Rizkallah.

The team will be tasked with providing technology to SHR that blends the best of rules-based algorithms and their predictability with modern machine learning algorithms that can handle massive amounts of data and adapt to new patterns, and to the evidence revealed by that data. Each team members’ education and training is reflective of that goal.

Dr. Atiya possesses a Ph.D. and an M.S. in electrical engineering from the California Institute of Technology, as well as an M.S. and B.S. from Cairo University. He was honored with several scientific awards such as the prestigious Kuwait Prize; one of the highest scientific honors that is awarded in the Middle East for intellectual achievement. He is Handling Editor of the International Journal of Forecasting, the premier scientific journal on forecasting research, and has widely published research articles on the topics of machine learning and dynamic pricing.

Dr. Fayed possesses a Ph.D. and an M.S. in engineering mathematics, as well as a B.S. in electronics and electrical engineering with an emphasis on machine learning, time series forecasting, and multimedia, all from Cairo University. He, also, has widely published research papers on the topics of machine learning and dynamic pricing.

Ms. Rizkallah has earned an M.S. in computer engineering from the Cairo University, and is currently working on her Ph.D. thesis. She has experience in the topics of natural language processing and machine learning.

“Right now, the market features many systems, revenue management systems, for instance, that offer little to no control on the part of the manager,” explained Moneo. “With the combined technical muscle of Algorth and SHR, they can create systems that will not only help provide excellent and intelligent solutions, but also raise the bar for how hospitality technology serves the hotel market. Our goal is to provide a technology that helps managers make smarter decisions, and not just provide more ‘smart tech.’”

SHR will also be participating in and sponsoring an AI event for LION-APP in Italy this July, an event where AI experts will talk about “Application of Machine Learning and Intelligent Optimization to Tourism and Hospitality.”

About SHR

Headquartered in Houston, Texas, with offices in Europe and Asia-Pacific, SHR is a leading provider of advanced tools and services that help hotels execute their best distribution strategy while delighting guests and optimizing profitability. The technical maturity of SHR—having built not one but two Central Reservations Systems (CRS)—is second to none. In addition to serving thousands of properties around the globe with Windsurfer® CRS and Booking Engine, plus Wave™ RMS, the company also provides Revenue Management for Hire to brands, chains, and management companies. SHR brings hoteliers nimble 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.

Media Contacts
Jason Emanis, Vice President of Marketing
[email protected]
+1 713.333.9944

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