Expedia to Invest $26 Million in Alice

NEW YORK — Travel company Expedia has taken a majority stake in ALICE, an app and platform that lets hotels deliver high-quality service to guests, through a $26 million Series B funding. The investment in NY-based ALICE deepens the partnership between the two companies that was first established with an equity investment by Expedia in 2015.

This round brings ALICE’s total funding to $39 million. The company was founded in 2013.

As engaging digital consumer experiences continue to drive success in travel, ALICE takes the guest experience head-on, by studying not only how the internal business of a hotel runs, but also how services are delivered today in other analogous industries. This funding allows ALICE to build out its development, product, sales, and customer success teams to help the company to reach its goal of being one of the hotel industry’s leading operating platforms.

“It is time for the internet to expand beyond revolutionizing how our hotel partners market and distribute their products into how they service and interact with their guests,” says Cyril Ranque, President, Lodging Partner Services, Expedia, Inc. “ALICE is developing smart mobile and cloud technology to fundamentally improve the hotelier and guest experience at scale. That’s a revolution worth investing in.”

Justin Effron, Chief Executive Officer, ALICE says, “Our mission is to give hoteliers the ability to provide the best guest service and experience they can around the clock, and this latest round is a testament to the hard work of everyone involved. With this additional capital, we’ll be better equipped to help hoteliers reach their goals of improved guest service.”

In the last six months, ALICE said it has grown its customer base nearly 200%. Recent clients signed to the platform include Two Roads Hospitality, Dream Hotel Group, SIXTY Hotels, NYLO Hotels, and Leading Hotels of the World.