The Advantage Travel Partnership Announces New Partnership With SHR

Wednesday, Mar 26, 2025 0

The Advantage Travel Partnership has announced leading global specialist provider for the hotel sector, SHR, as a new partner. This relationship will bring new opportunities for Advantage members, empowering SHR to connect their high-value business and leisure travellers through Advantage’s extensive agency and corporate travel programmes.

Founded in 2004, SHR is a global specialist in hotel services, providing a diverse portfolio of accommodation options to hoteliers worldwide. With a strong presence in the hospitality sector, SHR supports over 2,000 hotels, from major global brands to independent properties.

As part of its commitment to enhancing global hotel distribution, SHR’s accommodation listings will be available for Advantage members to book in the Global Distribution System (GDS). This aligns with Advantage’s market-leading Global Accommodation Programme, which offers access to more than 45,000 hotels and over 1 million serviced apartments worldwide.

Through this partnership, Advantage members will benefit from an even greater choice of accommodation, while hotel suppliers gain broader reach through targeted marketing and streamlined operations – all with the shared goal of delivering exceptional value to travellers.

The Global Accommodation Programme (GAP) is Advantage’s market-leading proposition that offers accommodation options from global chain hotels to independent properties, serviced apartments and bedbanks. It will also offer suppliers more reach through combined marketing resources and aligned operational efficiencies that will focus on the common goal of delivering more value to the end customer.

Sally Ramos, Vice President of Implementation and Consortia Services at SHR says: “Through SHR’s partnership with Advantage Travel Partnership, the UK’s largest independent travel agency network, we can connect client hotels with high-value corporate and leisure travellers through Advantage’s extensive agency and corporate travel programmes. This strategic alliance helps SHR hotels boost occupancy, drive direct revenue, and expand market reach.”

Pelin Dede, Head of Supplier Partnerships, Lodging at The Advantage Partnership, says: “We are pleased to have SHR partner with us, this relationship will enhance our offering to members, enabling our programme to be more global than ever due to its portfolio having a large number of hotels in North America. This will be a great addition for our members and furthermore will offer long tail supply content in this region.”