Working at ALICE | Glassdoor

ALICE Overview

New York, NY
51 to 200 employees
Company - Private
Hotels, Motels, & Resorts
Unknown / Non-Applicable
ALICE is a great team with a great product enabling the hospitality industry to deliver on the promise of amazing experiences through hopsitality operations innovation.

By joining all the departments of your hotel onto a single operations platform for ... Read more

Mission: Our mission is to help businesses deliver exceptional hospitality; to build a product that is loved by our users and a company that is loved by our team.

Company Updates

  • ALICE is named one of Inc. Magazine’s Best Workplaces for creating and maintaining a culture that fosters employee satisfaction along with business growth

    ALICE Named one of Inc. Magazine's Best Workplaces

    ALICE is excited to share we have been named one of Inc. Magazine's Best Workplaces for 2019! Hitting newsstands today in the June 2019 issue, the list is the result of a wide-ranging and comprehensive measurement of private American companies that have created exceptional workplaces through vibrant cultures, deep employee engagement, and stellar benefits.


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ALICE – Why Work For Us?

ALICE is where these worlds collide


An improvement in something established by introducing new methods, ideas or products.


The application of scientific knowledge for practical purposes, especially in industry.


The friendly and generous reception and entertainment of guests, visitors or strangers.


Our Values


We like to think ourselves as the industry we serve - hospitable. We try to anticipate needs, build empathy, be generous and most of all, be genuine. We believe it's important to act with integrity and to build relationships with the people around us.

  • Be hospitable
  • Be humble and lighthearted
  • Act with integrity
  • Build relationships


We're passionate about our work and this passion means to not wait to be told to act, seize opportunities and find ways to have impact. 
We are in a path of consistent improvement 
and constant curiosity.

  • Be a self-starter
  • Have a grit and get sh•t done
  • Continuously improve
  • Be curious


We are people with strong ideas but know how and when to let them go for the team to move forward together. We always give feedback from a place of care and support as everyone should be offered the chance to improve. We are kind but candid.

  • Have a strong idea loosely held
  • Act like an owner
  • Play like a team, think like a coach
  • Be hard on the problem, soft on people

We’re creating the operations platform for the hospitality industry

What We Value

Our mission is to improve the delivery of hospitality through customer-driven technology.


ALICE empowers the world's best hotels to deliver a remarkable guest experience


Our team blends hospitality with technology

We’re a globally-distributed, 130+ member team, passionate about revolutionizing the way hotel staff work together to deliver exceptional service.

Five years ago, we started working on a mission to improve the way hospitality companies, specifically hotels, deliver service.

Inspired by the exceptional service improvements of companies like Uber, Amazon and OpenTable, we set out to understand how we could apply their insights to improving the guest experience in a hotel.

At first, we believed the solution was guest-facing technology, specifically mobile apps. What we discovered, however, was that, for each of these companies, the app was simply an access point to a new infrastructure for delivering service.

We wanted to build a solution driven by the needs of hotels, so we started asking hotels lots of questions. We saw a consistent pattern: guest frustrations rarely originated from the inability to communicate a request. The true problems stemmed from the operational complexity of fulfilling the request. The difference between the Ubers of this world and hotels was not the guest access point, but rather hotels’ inability to leverage technology on the back-end or staff side.

Most hotels today are running outdated legacy systems, which are disconnected from one another. Operations tries to broach these silos with offline methods, like pen and paper and radios, which leaves room for error. It also prevents hotels from understanding how they are failing guest expectations. In today’s social media and review-driven economy that is a risk. Customer reviews are everywhere, social media is directly impacting guest expectations and future bookings. The last thing any hotelier wants is a negative review.

Through these learnings, we broadened our focus to see staff and guest technology as equally important. We also zeroed in on connecting staff operations through an end-to-end platform. In solving the staff side of the equation, hotels can now deliver a better guest experience.

It has been an exciting journey. We’ve grown our team from three founders to over 100 brilliant and dedicated team members. We’ve built a global customer base that we love working with, learning from, and helping succeed by streamlining their operations. Our hotels have improved staff morale, reduced their spend, and increased their TripAdvisor scores in a short space of time. We’re helping to support brilliant hotel managers with motivated teams, and we are proud to be a part of their story.

ALICE Reviews

Rating TrendsRating Trends
Recommend to a friend
Approve of CEO
ALICE CEO Justin Effron
Justin Effron
18 Ratings
  • Helpful (3)

    "Incredible Culture"

    • Work/Life Balance
    • Culture & Values
    • Career Opportunities
    • Comp & Benefits
    • Senior Management
    Current Employee - Sales in New York, NY
    Current Employee - Sales in New York, NY
    Positive Outlook
    Approves of CEO

    I have been working at ALICE full-time (Less than a year)


    ALICE is an incredible place to work. They stick to their values and care about their employees. I've worked for multiple companies but none that listen to their employees quite like ALICE. If you want to work somewhere where you can make a difference, ALICE is the place for you.


    It's a startup so it can be messy. There's not always a clear roadmap or sense of direction. If you're someone who needs clear direction or strong leadership, this is not the place for you.

    Advice to Management

    There are several employees who think they’re untouchable. You need to show that certain types of behavior are extremely inappropriate and not tolerated.

See All 42 Reviews

ALICE Photos

ALICE photo of: ALICE Team Town Hall Q1 2019
ALICE photo of: ALICE Founders 2019
ALICE photo of: ALICE employees participate in a feedback workshop during Town Hall
ALICE photo of: ALICE's co-founders celebrating the launch of our Housekeeping product
ALICE photo of: Some ALICE team members from Brazil visiting the New York office for Town Hall!
ALICE photo of: Workshop at Town Hall Q3 2019
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ALICE Interviews



Getting an Interview

Getting an Interview





    Sales Executive Interview

    Anonymous Employee in New York, NY
    Accepted Offer
    Positive Experience


    I applied online. The process took 2 weeks. I interviewed at ALICE (New York, NY) in April 2018.


    The interview process was great. The process includes various interviews but the "people team" is very proactive; so it gets done in a timely fashion.
    Everyone was very straighforward and you actually talk to the people who will be highly involved in your day-to-day work. One of the later stages involves a written paper on how would you approach the position. My interview process included talking to the People's Team, a Senior Sales Excecutive, VP of Sales and the CEO of the Company.

    Interview Questions

    • Industry Questions. (both industry and work related)
      What are you looking for? Why ALICE?
      Career Questions (regarding your interests and expectations)
      Personal Questions (How do you define yourself? how would your friends describe you? etc.)   1 Answer


    No negotiation, the package that was offered to me was fair.

See All 15 Interviews

ALICE Awards & Accolades

  • Top 3 Best Places to Work, Hotel Tech Report, 2018
  • Best Place to Work in Hotel Tech, Hotel Tech Report, 2019
  • Inc Magazine Best Workplaces, Inc. Magazine, 2019
  • Top Rated Concierge Software, Hotel Tech Report, 2018
  • Top 3 Staff Collaboration Software, Hotel Tech Report, 2018
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Pledges & Certifications


Offer formal "internships" for mid-career people or those returning to the workforce

Pay Equality Pledge

Committed to paying equitably for equal work & experience

Tech Hiring Commitment

Helping to train, hire and promote more technology workers

Career Advancement Program

Helping employees "upskill" into higher-paying positions

Pledge to Thrive

Taking steps to prioritize employee well-being

First Job Programs

Maintain entry-level hiring and career development programs to give people career starts

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