Phunware will demonstrate new artificial intelligence features for its guest intelligence platform at the HITEC North America 2026 conference in San Antonio from June 15 to 18. The company also named former FLYR Hospitality executive Brent McMahan as Senior Director of Sales to drive adoption of these tools among hotels and resorts. The updates focus on connecting digital guest interactions to measurable on-property revenue.
As property managers evaluate AI for Hospitality & Events, they increasingly look for tools that directly tie digital engagement to bottom-line revenue. Phunware plans to demonstrate three core capabilities at the event to meet this demand.
AI concierge and itinerary tools
The company's AI Concierge, released in January 2026, integrates with blue-dot wayfinding and property maps. App engagement with this feature currently runs 40 percent above internal company forecasts, according to Phunware. By giving guests a natural-language interface to find amenities, the tool reduces routine front desk inquiries. This integration demonstrates how AI for Customer Support can deflect routine requests while maintaining service quality.
Phunware is also previewing an AI Itinerary Builder. This agentic planning capability surfaces personalized recommendations for dining, spa, and recreational activities. The feature is designed to increase on-property spending for resort operators while improving the guest planning experience.
New leadership and data intelligence
The incoming Senior Director of Sales, Brent McMahan, brings over a decade of hospitality technology experience. He previously led enterprise sales at FLYR Hospitality, focusing on commercial strategy optimization.
"Brent joins Phunware at an important time as we expand our hospitality sales efforts and continue to bring more AI-enabled, location-aware capabilities to market," said Dmitry Kroshka, Chief Executive Officer of Phunware. "His experience at the intersection of hospitality operations, revenue strategy, and technology gives him a clear understanding of the challenges our customers face."
Phunware will also preview a forthcoming Location-Aware Data Layer. This system will combine the AI Concierge and the AI Itinerary Builder to track real-time guest behavior. Operators will see exactly which digital interactions lead to bookings for specific on-property amenities.
Why this matters for hospitality and events professionals
Hotel operators face constant pressure to increase ancillary revenue without adding headcount. Phunware's location-aware data layer attempts to solve this by directly linking guest app interactions to specific on-property purchases. If the promised behavioral tracking holds up in practice, revenue managers will gain a concrete metric to justify technology spend, moving beyond basic app download counts to actual spend attribution.
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