SHR Group, the global leader in hotel technologies and services, and powered by, the leading integrated and automated product suite, is thrilled to announce the expansion of its partnership with Ligula Hospitality, one of Sweden’s premier hotel groups, home of esteemed brands such as ProfilHotels, Good Morning Hotels, Motel L and Collection by Ligula.

This extended collaboration encompasses all 40+ hotels within the Ligula Hospitality portfolio and utilises SHR Group’s allora CRS (Central Reservation System) and allora CRM (Customer Relationship Management) services. Building on their successful relationship since June 2023, this transition marks a significant milestone in the world of hospitality technology.

Ligula Hospitality has long been recognized for its commitment to providing exceptional guest experiences, and this expanded partnership reaffirms their dedication to delivering personalized service and unmatched guest satisfaction. By integrating SHR Group’s AI-powered technology solutions into their operations, Ligula Hospitality aims to enhance the guest journey, streamline hotel management, and achieve new levels of efficiency.

Key Highlights of the Expanded Partnership:

  1. Comprehensive Services: Ligula Hospitality’s 40+ hotels will leverage the power of allora CRS and allora CRM, enabling seamless reservation management, guest data analysis, and personalized guest interactions.
  2. Innovation in Hospitality: This partnership is a testament to Ligula Hospitality’s confidence in SHR Group’s commitment to innovation. SHR Group will continue to provide state-of-the-art solutions, empowering Ligula Hospitality to stay always ahead in the competitive hospitality industry.
  3. Enhanced Guest Experience: Guests at Ligula Hospitality properties can look forward to an elevated experience, characterized by efficient booking processes, tailored recommendations, and exceptional service.

Åsa Lilja, Commercial Director at Ligula Hospitality, shared her thoughts on the partnership:

We at Ligula Hospitality Group are very happy partnering with SHR Global. Above all, we see great synergy effects between SHR’s Allora CRS in combination with Allora CRM. SHR’s modern solutions are in constant development and gives us new opportunities in several important areas: increased employee satisfaction through faster, more efficient management, improved customer satisfaction through smoother and more efficient reservation processes as well as lots of valuable data insights through the seamless integration with our MEWS PMS.

In the last two years, we have worked hard to upgrade and, when possible, consolidate a number of our commercial systems to ensure that they are the best fit for us as a company. This newly announced collaboration with SHR goes hand in hand with  our strategy to streamline processes for all of our stakeholders. With SHR alongside our other partners, Mews, Atomize, Juyo Analytics, who are all at forefront of their respective fields, we are ready to tackle the increasingly complex hospitality landscape.

Patrik Norman, Senior Sales Director at SHR Group, also shared his excitement:

“The expansion of our partnership with Ligula Hospitality is a testament to the shared vision and commitment both our companies have towards elevating the hospitality experience. By integrating our state-of-the-art allora technology into Ligula’s esteemed properties, we are not only enhancing guest experiences but also paving the way for the future of hospitality innovation. This collaboration reinforces SHR Group’s dedication to pushing the boundaries of what’s possible in hotel technology,”

The expanded partnership between SHR Group and Ligula Hospitality underscores the significance of innovation and collaboration in today’s hospitality landscape. As both companies share a commitment to delivering unparalleled guest experiences and driving innovative hospitality technology, this partnership is poised to set new industry standards.

For more information about SHR Group and Ligula Hospitality, please visit and