Global hotel technology specialist SHR has joined forces with Saudico Electronic Systems, one of Saudi Arabia’s top Oracle Hospitality providers, to transform customer loyalty programs across the kingdom's rapidly growing hotel sector.

In Saudi Arabia, hotel loyalty programs are not widely adopted, leading to a reliance on Online Travel Agencies (OTAs) and a scarcity of direct bookings despite high levels of repeat business. Recognizing this gap, Saudi hotels are eager to develop robust loyalty programs to harness and reward guest loyalty, reduce dependency on OTAs, and increase direct bookings.

Recognizing this critical need, Saudico has brought in SHR to provide a suite of advanced software solutions, with a particular focus on enhancing loyalty program capabilities.

By integrating SHR’s market-leading technologies — including its Central Reservations System (CRS) for streamlined booking, Customer Relationship Management (CRM) tools for personalized guest communications, Revenue Management System (RMS) for optimized pricing strategies, and innovative digital marketing solutions — with Saudico's deep local expertise and Property Management System (PMS) capabilities, the partnership offers a comprehensive approach to managing and enriching the entire guest journey, from initial booking to post-stay engagement.

This alliance is set to empower Saudi hotels to reduce dependency on OTAs by increasing direct bookings through personalized experiences and sophisticated loyalty programs. Hotels will benefit from enhanced operational efficiency and deeper data insights, enabling them to engage repeat guests more effectively.

With Saudi Arabia projected to add 320,000 new hotel rooms across the country by 20301, the partnership presents a fantastic opportunity for hoteliers to leverage the potential revenue opportunities that the country’s annual target of 150 million domestic and international tourists could bring.

Alexander Barder, Senior Director of Business Development at SHR, said: “This partnership marks an exciting chapter for SHR as we expand our footprint into the Middle East. By partnering with Saudico, we’re not just providing Saudi hoteliers with the most comprehensive and integrated technology solutions available today, we’re also bringing innovative loyalty solutions to the Saudi market. Our goal is not just to implement technology, but to help Saudi hotels build lasting relationships with their customers, ultimately enhancing the guest experience and driving sustainable growth.”

Soufyan Al Kabbani, CEO at Saudico Electronic Systems, said: “We are thrilled to partner with SHR, whose innovative hotel technology solutions perfectly complement our PMS expertise. This collaboration will significantly elevate the technology capabilities of the Saudi hotel industry, putting the power back into the hands of hoteliers to deliver exceptional guest experiences while maximizing the revenue potential of customer loyalty.”

Houston based SHR has built a strong reputation globally, offering innovative solutions such as Central Reservations Systems (CRS), Customer Relationship Management (CRM), Revenue Management Systems (RMS), as well as website and digital marketing services.

Saudico Electronic Systems, known for its expertise in Oracle installations and a trusted partner within the hospitality industry across Saudi Arabia for the last 40 years, has been instrumental in modernizing hotel management systems across the region.