Miami — As the hospitality industry gears up for HITEC 2025, Jason Doebrich, former VP of Technology at Virgin Hotels and a long-time technology leader across both luxury and lifestyle hotel brands, announces the launch of Cork Tech Advisors, a specialized hospitality technology advisory firm built to bridge the long-standing gap between hotels and tech vendors.
After over 20 years of sitting on the hotelier side of the table leading IT at brands, such as Mandarin Oriental, Morgans Hotel Group and Virgin Hotels, Doebrich now brings a rare and invaluable dual perspective. Having been in the room for countless tech pitches, implementations and property rollouts, he understands what hotels need, what vendors offer and where alignment often breaks down.
With Cork Tech Advisors, I’m combining real-world hotel operations knowledge with technology advisory expertise. I’ve lived the pain points, selecting tech under pressure, deploying it across properties, managing stakeholder expectations. Now, I’m using that experience to help vendors go to market more effectively, and help hotels choose and implement the right technology, not just what looks good in a demo. Jason Doebrich
Eliminating Bottlenecks: A Smarter Way to Align Hotels & Vendors
Cork Tech Advisors works closely with both hospitality brands and technology providers to bring speed, clarity and strategic alignment to every stage of the technology lifecycle, from vendor strategy, go-to-market planning and RFP management to interim CIO support, cybersecurity and hotel project execution.
With a growing global network of hoteliers, service providers and solution vendors, Doebrich is uniquely positioned to act as a connector, ensuring the right technologies are selected and implemented with precision and purpose.
Cork’s consulting approach blends deep industry insight with a practical understanding of operational challenges, allowing clients to adopt and scale technology that fits the realities of hotel environments. Key focus areas include digital transformation, AI, tech stack, loyalty, cybersecurity strategy, vendor selection, infrastructure modernization and implementation oversight. As cybersecurity threats grow more sophisticated, Cork works closely with hospitality brands to fortify their digital ecosystems, ensuring that data protection, guest privacy and regulatory compliance are embedded into every tech initiative.
Its investment wing also backs early-stage technologies poised to reshape the guest experience and hotel operations, ranging from AI-powered service platforms to secure, scalable infrastructure solutions. By supporting innovation at both the advisory and capital levels, Cork Tech Advisors is helping lead the hospitality industry into a more agile, secure, and guest-centric future.
About Cork Tech Advisors
Cork Tech Advisors is a hospitality-focused technology advisory and investment firm, committed to eliminating friction and accelerating smart decision-making in hotel technology. By aligning hoteliers, vendors and service providers, Cork helps the industry deliver better outcomes, whether through individual projects, systems integration or enterprise-wide digital strategies. Founded in 2025, Cork is headquartered in Miami with service and support in the U.K., serving hospitality clients around the globe.
Jason Doebrich
+1 305-785-4372
