Del Ross is Chief Revenue Officer of Hotel Effectiveness, which provides labor management technology to more than 4,500 hotels in the U.S. and Canada. The company will manage nearly $15 billion in labor costs and has the largest database for labor trend analysis in the industry. Ross is a 19-year veteran of the industry and previously was responsible for revenue generation for IHG Americas. He has also worked for McKinsey & Co as part of the global Travel & Tourism practice group. He holds multiple marketing technology patents and serves as a board director for an artificial intelligence tech firm, Lucena Research.