World Class Tech Innovator Joins Advisory Board of Fornova


Fornova, the hospitality intelligence solutions provider recognized for its leading rate integrity and business intelligence management platform, yesterday welcomed Ira Vouk, MBA, as the newest member of its advisory board. Ira, a hospitality revenue management professional with almost 20 years of practical experience within the sector, will support Fornova with its product development and business strategy.

The software entrepreneur from San Diego, California is best known for her role in developing a new performance index for profit maximization, building a pioneering automated revenue management tool, iRates – the first RMS that adopted Machine Learning algorithms – and bringing to market Pricing Intelligence Engine (PIE), which has become the fastest growing RMS in the history of hospitality.

With a passion for innovation and technology, Ira was selected as one of the Top five Revenue Managers in the US by Hospitality Sales and Marketing Association in 2013 and was added to the board of directors at the HSMAI San Diego chapter. This year she was recognized within the top 17 professionals inspiring innovation in the US hotel industry by Advanced Hospitality Technologies.

Ira published her first book Revenue Management Made Easy for Midscale and Limited Service Hotels in 2018 and is a contributing writer to HSyndicate, HospitalityNet WorldPanel, HSMAI blog and numerous other online media. She is a frequent speaker on the topics of hospitality, technology, distribution, and revenue management and is currently writing a new book, due to be published within the next year.

The software product specialist is joining Fornova at an exciting time as it focuses on an intense growth phase across all its services and products. The business recently became the first in its industry to enable hotels to seamlessly connect to and automatically monitor Google Pay Per Stay (PPS) and had three of its solutions featured on the 2021 Hotel Distribution Technology Chart – an annual infographic produced by the Shiji Group which offers an overview of the current hotel technology vendor landscape.

Ira said: “Fornova is not afraid to step out of their comfort zone in their bid to develop and deliver new and innovative distribution technology solutions to the sector. Their clients are at the very heart of their decisions as shown by the recently launched Hotel Listings tool (Fornova HL) which is being offered to businesses at no cost to help them control their distribution in a post pandemic world. Their ethos and values are evident and align very closely with my own as a professional and an innovator. I can’t wait to immerse myself into their business, meet more of the inspiring team and support them on their journey.”

Fornova has advised some of the world’s largest hotel chains and global OTAs for the last ten years. Its solutions enable an entire organization to make better decisions faster, navigate through changing markets and stay ahead of the competition. Through its patented VisualScan technology the company monitors more than 100,000 websites every day and conducts more than 1.25 billion price comparisons every month.

Dori Stein, Fornova’s CEO added: “We are thrilled to welcome Ira on board and have no doubt that the diverse experience that she brings will help us to meet the ever-changing demands of our growing client base.”

For further information visit: www.fornova.com.

About Fornova

Fornova empowers the global travel and hospitality industry to optimize distribution, generate demand and maximize revenue by delivering best-in-class, data-driven Business Intelligence solutions.

Our clients include most of the world”s top 10 largest hotel groups, the biggest global OTAs, hundreds of smaller brands and independent hotels, as well as car rental companies and booking sites. Our solutions enable their entire organization (from revenue and distribution to sales, e-Commerce and operations) to make better decisions faster, navigate through changing market environments and stay ahead of the competition.

We track 100,000 hotel brand.com, OTA, metasearch & car rental websites every day, and using our patented technology we monitor 1.25 billion rates from over 70 different countries (Points of Sale) every month. In 2020 we celebrated 10 years in business, having grown to 200 team members based in 10 countries across four continents.



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