Success story: GreenTree Hospitality Group

How GreenTree were able to improve their franchise satisfaction, operational efficiency and direct bookings by implementing Access Hospitality software solutions, powered by SHR

Product

Booking Engine

Product

Customer Relationship Management

How GreenTree Hospitality Group transformed guest experience with Access Hospitality’s SHR

GreenTree Hospitality Group operates a growing portfolio of U.S.-based hotels. In the early years, they relied on Access Hospitality SHR’s CRS and booking engine to manage distribution and power direct bookings.
However, during the turbulent pandemic years, GreenTree were faced with mounting cost pressures, and were sold on the promise of an “all-in-one” PMS that could deliver everything in a single, lower-priced system. The reality was stark as the PMS solution fell short. Direct bookings declined, loyalty sign-ups stagnated and franchisees grew frustrated with clunky workflows.

When GreenTree returned to SHR , they didn’t just reinstate the booking engine but instead added SHR’s CRM. The results were immediate as direct bookings improved, daily loyalty sign-ups tripled and franchisees gained a seamless guest experience they could stand behind.

This case study unpacks GreenTree’s return to Access Hospitality's SHR and shows the value of flexibility, guest-focused innovation and true partnership.

Background

GreenTree Hospitality Group is now a leading franchise with over 5000 hotels located across the world. They pay close attention to providing exceptional guest experiences and a passion for the environment, GreenTree are at the top of their game. During the COVID-19 pandemic, they were under immense financial strain with their hotel software systems and needed a way out.

SHR had powered their CRS and booking engine successfully, but the pandemic made price the only priority. An “all-in-one” PMS provider pitched a solution that promised to simplify systems, reduce costs and consolidate vendors but this caused more problems than solutions

The challenge

1. A weak booking engine

Their booking engine could not highlight seasonal promotions or property features. With a limited Google Meta connection, only the BAR rate displayed, preventing visibility for AAA discounts, packages, and sales.

2. No insight into performance

With tracking and analytics broken, GreenTree couldn’t see what was working. They knew conversions were decreasing, but not to the full extent.

3. Franchise frustration

Hotels complained about clunky workflows and lack of flexibility as well as loyalty tasks falling on the front desk, burdening staff and eroding the guest experience.

4. Support that fell flat

The PMS vendor’s support was slow and impersonal and feedback was rarely translated into product improvements.

As Nicole Lei, Sales & Marketing and Hotel Information System Manager suggested:

“They’re not good at everything… some pieces are still better left with the experts.”

The Turning Point

By 2022, the experiment had failed. The “one-stop shop” that promised simplicity and savings instead cost GreenTree bookings, loyalty, and time.

Franchisees complained louder, conversions stalled, and Nicole’s team faced constant headaches.
It became clear: the PMS booking engine wasn’t built for growth.

“I got way less emails from my hotels once we switched back to SHR. No one asked me to solve as many issues. That was really nice.”

The Access Hospitality SHR solution

GreenTree made the decision to return to Access Hospitality's SHR solutions but with a broader adoption of the products. Here is a breakdown of how our smart software helped solve their hotel challenges.

SHR Booking Engine: Delivered the flexibility and control franchisees wanted, with the ability to showcase promotions, highlight property content and fully integrate with Google Meta.
CRM integration: Added alongside the booking engine, Access Hospitality’s CRM powered by SHR, provided a seamless guest experience and loyalty integration that immediately boosted enrollments.
Partnership and support: Our account team worked closely with GreenTree, listening to feedback, incorporating it into the roadmap and providing fast, effective support.

As Nicole shared:

“One of the best decisions we ever made in 2024 is to move the CRM with you guys and have the CRM experience seamlessly merge with the IBE.”

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U.S. GreenTree hotels now operate on Access Hospitality’s booking engine and CRM.

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more loyalty sign-ups (and at times quadrupled) once the CRM integrated directly with the booking flow.

By implementing our smart software solutions, GreenTree were able to improve their franchise satisfaction, operational efficiency and direct bookings to boost sales and revenue targets. The “all-in-one” PMS model wasn’t built to optimize direct bookings or guest loyalty. By returning to SHR, GreenTree reclaimed the flexibility, conversion power, and partnership needed to grow.

“Every system has pain points. What makes SHR different is that you listen, you act, and you make things work. That’s really hard to find.”

Nicole Lei