In an industry defined by service excellence, operational precision, and evolving guest expectations, visionary leaders are those who can balance tradition with innovation. Alexandra Kunowska, CEO and Co-owner of Modra Sova Group and founder of Next Level Academy, has built her career around precisely this balance. With experience spanning hotel operations, revenue management, digital distribution, education, and entrepreneurship, she has emerged as a leader who is not only shaping businesses but also contributing to the professionalization of the hospitality and MICE ecosystem.
Building a Strong Foundation in Hospitality
Alexandra’s professional journey began in hotel operations, where she developed the discipline and precision that form the backbone of hospitality excellence. Working closely with day-to-day operational processes allowed her to understand the importance of service quality, efficiency, and attention to detail—skills that continue to influence her leadership approach today. As her career progressed, she moved into revenue management and e-commerce roles, gaining exposure to the strategic and analytical side of the hospitality business. These positions allowed her to explore how pricing strategies, distribution channels, and performance data can significantly influence a company’s profitability and long-term sustainability. Her academic journey further strengthened this strategic perspective. During her MBA studies, Alexandra encountered a diverse network of entrepreneurs and business owners whose perspectives reshaped her understanding of professional growth. Surrounded by individuals who were building their own companies, she realized that entrepreneurship was not only possible but also aligned with her own ambitions and vision for the future.This realization marked a defining moment in her career. What began as a traditional professional path gradually evolved into a journey toward business ownership, innovation, and leadership.
From Professional Expertise to Entrepreneurship
Inspired by this shift in mindset, Alexandra transitioned from corporate roles to entrepreneurship, establishing ventures that combine operational expertise with strategic innovation. Today, through Modra Sova Group, she leads initiatives that support event agencies, hospitality businesses, and organizations operating within the MICE (Meetings, Incentives, Conferences, and Exhibitions) sector. Her leadership approach focuses on balancing structured operational processes with continuous experimentation and innovation. Alexandra strongly believes that innovation without clear processes can quickly lead to chaos, while rigid systems without creativity often result in stagnation. For this reason, her organizations emphasize both strong operational frameworks and the flexibility to explore new technologies, event formats, and educational initiatives.This philosophy has allowed her teams to deliver not only reliable services but also innovative solutions that meet the evolving needs of clients within the highly competitive events and hospitality market.
Identifying Industry Gaps and Driving Technology Innovation
One of Alexandra’s most ambitious projects was the creation of MICE Master ERP, an integrated system designed to address operational inefficiencies within the events and hospitality industry. While expanding her business operations, she noticed that many event service providers relied on fragmented tools—sales platforms, inventory systems, project coordination tools, and financial management processes that often existed in separate environments. In an industry where logistics, timing, and coordination are essential, this fragmentation creates unnecessary risks and inefficiencies. The idea behind MICE Master ERP was to create a unified platform capable of integrating these processes into a single system. However, Alexandra soon discovered that while the industry clearly needed such a solution, many organizations were not yet ready to adopt it. Many MICE companies still operate in traditional, owner-driven structures that rely heavily on manual oversight. Rather than seeing this experience as a setback, Alexandra viewed it as a valuable entrepreneurial lesson. Innovation, she believes, is not only about identifying problems and creating solutions—it is also about understanding market readiness and timing.
Data-Driven Strategy and Commercial Insight
Alexandra’s early experience in revenue management continues to shape the way she approaches business strategy and advisory work today. She sees hospitality not just as a service industry but also as a data-driven ecosystem where pricing, distribution, and marketing decisions must be guided by measurable performance indicators. In her advisory and consulting activities, she encourages organizations to move beyond focusing solely on revenue growth and instead analyze profitability, channel costs, and long-term customer acquisition strategies. Companies that combine operational excellence with analytical thinking, she believes, are better prepared to adapt to industry disruptions and rapidly changing market conditions.
Bridging Education and Industry Practice
Beyond entrepreneurship, education has always played an important role in Alexandra’s professional journey. For several years, she worked as a lecturer and curriculum designer, ensuring that hospitality education remained closely connected to real industry challenges.