Irene Villafranca

Irene Villafranca Muñoz is Vice President of Commercial Strategy & Systems at Minor Hotels Europe & Americas, where she leads the evolution of commercial strategy and systems, with a focus on technology-driven performance across a diverse international portfolio. With extensive experience in revenue management, pricing, and commercial transformation, she has played a key role in advancing data-driven decision-making and aligning revenue strategy with broader profitability goals.

Throughout her career, Irene has been a strong advocate for innovation and collaboration within hospitality, helping organizations adapt to changing market dynamics while strengthening commercial performance. Known for her strategic mindset and deep industry expertise, she regularly contributes to industry discussions around total profitability, revenue leadership, and the future of commercial strategy in hospitality.