Phunware expands leadership team as Wailea Beach Resort adopts AI Concierge
Published: 09:46 30 Jul 2026 EDT
Phunware Inc (NASDAQ:PHUN, FRA:2RJA) has appointed Nick Farrell as senior vice president of sales and added Aaron Holloway and Michael Crooks as advisors, the mobile enterprise guest intelligence platform company said, building on momentum from its showing at HITEC North America 2026 in San Antonio.
The appointments follow strong engagement at the hospitality technology conference, where Phunware demonstrated its Guest Intelligence Platform, including its AI Concierge and AI Itinerary Builder.
"Coming out of HITEC, our priority is converting industry momentum into commercial results, and these expansions and appointments do exactly that," said Dmitry Kroshka, CEO of Phunware. "Nick brings deep hospitality enterprise sales leadership at precisely the moment we are scaling our go-to-market organization, while Aaron and Michael add world-class domain expertise across healthcare technology, AI and large-scale digital transformation."
Farrell will lead Phunware's hospitality sales organization, having previously held leadership roles at IDeaS Revenue Solutions working with major hotel brands and ownership groups. Holloway, founder of tallywell, developed AI-powered predictive healthcare analytics and previously led product development at Peach IntelliHealth and HealMyHeart. Crooks brings nearly three decades of technology and strategy experience, including 16-plus years in AI and analytics, having built practices at PwC and HP and served as a cloud strategy managing director at Accenture, working with clients including Disney, Microsoft and NASCAR.
As well, Phunware said that Wailea Beach Resort has also entered an agreement to use AI Concierge as part of Product and Sales efforts tied to Phunware's 2.0 Plan. AI Concierge, Mobile Engagement and Itinerary Builder are components of the Guest Intelligence Platform, which connects Wayfinding and other location-based services to property data to personalize guest experiences in real time.
