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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 build a global operating system for delivering hospitality; To build a product that is loved by our users and a company that is loved by our team.

Company Updates


    Alice Acquires GoConcierge, Gains Additional 1,000 Hotel Customers | Hotel Business

    NEW YORK-Alice's momentum continues. The hotel operations platform provider has acquired GoConcierge, a Los Angeles-based concierge platform company. The financial terms of the deal were not publicly disclosed. "The GoConcierge business has developed a client base and reputation in the industry we have admired and respected since founding Alice," said Justin Effron, CEO of Alice, during an interview on the deal with Hotel Business.


    Expedia Leads $26 Million Alice Investment in Hotel Tech Push

    Alice, a startup that sells operations software to hotels, has raised $26 million in a Series B funding round led by online travel giant Expedia. The move makes Expedia a majority shareholder. But New York-based Alice will remain an independent brand and will not change its day-to-day operations, the companies say.

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ALICE – Why Work For Us?

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, 80+ member team, passionate about revolutionizing the way hotel staff work together to deliver exceptional service.

Four 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 60 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 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 Culture


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

ALICE Reviews

Rating TrendsRating Trends
Recommend to a friend
Approve of CEO
(no image)
Justin Effron
5 Ratings
  • "Fast pasted environment with lot of room for growth"

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

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


    - People are very hardworking and committed to the success of the company as whole

    - Flexible hours with an understanding that you will get done what needs to be done

    - Senior management is very approachable - open to feedback and advice

    - Lots of room for professional growth

    - Young and high energy enviroment, comfortable and casual office

    - Forward thinking, teams are all focused on innovation

    - Clear business plan that is well communicated


    - Processes can be messy as it is a startup, but these messes present opportunity if you're willing to tackle them

    Advice to Management

    - Remain focused on developing culture as the company grows

    - Remain focused on creating opportunities for upward mobility as we grow - don't just hire externally

See All 20 Reviews

ALICE Photos

ALICE photo of: 2018 Town Hall Kickoff
ALICE photo of: ALICE Idol (Karaoke)
ALICE photo of: Alex Shashou at Hospitality Event
ALICE photo of: NY Tech Meetup
ALICE photo of: 2016 Team Photo
ALICE photo of: ALICE 2017 Holiday Party
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ALICE Interviews



Getting an Interview

Getting an Interview





    Product Manager Interview

    Anonymous Interview Candidate
    Declined Offer
    Negative Experience
    Easy Interview


    I applied through other source. The process took 5 weeks. I interviewed at ALICE.


    Worked with an external recruiter, the entire process was a big mess from start to finish.
    Did a phone interview
    Then met with team
    Got a homework assignment
    Talked with team again to present answer
    Talked with leadership

    Unfortunately at the end, the person to whom I was supposed to report was simply not a person I'd like to work with, very centric and looking for project managers, not product people.

    Two Thumbs Down

    Interview Questions

    • How would you design a product for managing resources in a hotel   Answer Question
See All 2 Interviews

ALICE Awards & Accolades

Let us know if we're missing any workplace or industry recognition – Add Awards

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