Allegra Medina

Allegra Medina is a hospitality technology expert with over 20 years of experience in direct booking channels, CRM solutions, and guest engagement strategies. As Vice President, Direct Channels at SHR, she leads initiatives that help hotels maximize revenue through innovative technology. With a background in distribution, loyalty programs, and system integrations, Allegra is passionate about using data-driven solutions to enhance the guest experience. She holds a bachelor’s degree from the University of Phoenix.