Phunware, Inc. (NASDAQ: PHUN) announced three executive and advisory appointments following its participation in the Hospitality Industry Technology Exposition and Conference (HITEC) North America 2026 in San Antonio, Texas.

The Austin, Texas-based company appointed Nick Farrell as Senior Vice President of Sales. Farrell previously held sales and commercial leadership roles at IDeaS Revenue Solutions, working with hotel brands, management companies and ownership groups. In his new role, he will lead Phunware's hospitality sales organization and commercial growth strategy.

The company also added Aaron Holloway and Michael Crooks as advisors. Holloway is the founder and head of product at tallywell, where he developed AI-powered predictive healthcare analytics. He previously led product development at Peach IntelliHealth. Crooks brings nearly 30 years of technology and business strategy experience, including more than 16 years focused on AI, advanced analytics and data management. He held roles at PwC, HP and Accenture, and has worked on projects with Disney, Microsoft, CBRE, NASCAR and NEOM.

Separately, Phunware announced that Wailea Beach Resort has entered an agreement to use its AI Concierge product, which is part of the company's Guest Intelligence Platform alongside Mobile Engagement and Itinerary Builder tools.

"Coming out of HITEC, our priority is converting industry momentum into commercial results," said Dmitry Kroshka, Chief Executive Officer 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."