Innovating the Future of Casino Hospitality.

Challenge: Disconnected Systems and Manual Processes
Casino hotels operate in a complex environment with multiple systems, including Central Reservation Systems (CRS), Property Management Systems (PMS), Casino Revenue Management Systems (RMS), Offer Management Systems and Customer Management Systems. The lack of integration among these systems often leads to manual processes, inefficiencies and increased operational costs.

Solution: SHR’s Casino Solutions’ Integrated Platform
Our platform integrates all these systems seamlessly, enabling efficient communication and data flow. For example, when a guest wants to book a complex offer online, our system automates the process, eliminating the need for manual lookups and offer creation. This integration reduces operational costs, particularly for reservation agents, by providing a unified system that dynamically updates the CRM, Offer Management System and PMS.

Challenge: Limited Technological Capabilities
Many casino hotels struggle to differentiate themselves due to outdated technology that restricts their ability to launch unique offers. This results in a stagnant market where hotels can only mirror their competitors’ promotions, lacking true competitive edge.

Solution: Flexible and Innovative Offer Engine
SHR’s Casino Solutions empowers hotels to create and manage unique offers, including comps, free play, dining credits and complex cash combinations. Our flexible blending technology allows for dynamic creation of offers, combining multiple rate codes into a single reservation. This capability enables revenue managers and marketing teams to quickly implement innovative promotions that set their property apart from competitors.

Challenge: Limited Loyalty Program Integration
For casino hotels, loyalty programs are crucial for driving repeat business. However, traditional systems often provide limited entry points for guests to join loyalty programs, resulting in missed opportunities to capture and nurture loyal customers.

Solution: Comprehensive Loyalty Integration
Our technology provides multiple entry points throughout the booking process to encourage guest sign-ups for loyalty programs. From pop-up modals and sign-in prompts to rate codes that require sign-up, we ensure guests have numerous opportunities to join and engage with your loyalty program. This integration allows hotels to capture valuable guest information, nurture loyalty and drive repeat visits, ultimately increasing revenue and guest satisfaction.

Challenge: Managing Comps and Discounted Rates
Manually managing comps and discounted rates can be time-consuming and prone to errors, leading to over-allocation of these offers and potential revenue loss.

Solution: Automated Offer and Redemption Rules Engine
Our system includes a robust offer engine and redemption rules engine, developed in collaboration with industry leaders like Hard Rock. This technology automates the management of comps and discounted rates, applying sophisticated algorithms to dynamically create and enforce offers. Hotels can set rules at both the offer level and player level, ensuring balanced and controlled distribution of comps and discounts.