Hospitality Platform ALICE Raises $9.5M Series A Led By Expedia

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ALICE, which allows hotels to manage and complete guest requests across various service departments with ease thanks to its intuitive host of mobile suite products, announced today that it had closed a $9.5 million Series A funding round.

The round was led by Expedia with participation from Laconia, 645 Ventures, and Neuehouse founders as well. The company has raised $13 million to date.

These funds will enable the team at ALICE, which is actually an acronym that stands for “A Life-Improving Customer Experience,” to “continue to build out the technology and significantly expand the team hiring sales, engineering, product, and account management roles,” according to a release from the company.


“The team at ALICE is obsessed with every operational detail associated with running a hotel. Their software solves major hotelier operational pain points and it’s easy to see how they are able to save hoteliers money and man­hours. ALICE puts the entire hotel operating system into the palm of a consumer’s hands through their own devices. I believe every hotel that engages with them will be ecstatic,” said John Kim, chief product officer, Brand Expedia Group at Expedia Inc., in a press release.

ALICE is working on a SaaS-based pricing model with most hotel partners paying between $500 – $1500 a month for access to the platform “depending on their operation and needs.” ALICE’s co-founder Alex Shashou noted that the company is offering a limited time promotion for hotels to try the service free for 30 days with an intro price of $250 monthly.

The benefits of the platform don’t solely fall on the management side, Shashou told TechCrunch:

“On the customer side, ALICE enables a hotel to have a mobile strategy with their guests; through native apps, SMS and even web, guests can discover and communicate with their hotels for any service. It places the hotel in the palm of their hand, allowing a guest to engage with a property on their own terms.”