What ALICE does

ALICE is an all-in-one hotel operations platform that connects every department of a hotel—service delivery, housekeeping, guest messaging, and concierge—within a single staff and guest operations system. Founded in 2013 and headquartered in New York, ALICE was consolidated in 2022 under Actabl, a unified hospitality technology company that bundles ALICE with three complementary products: ProfitSword (business intelligence powered by 260+ integrations), Hotel Effectiveness (labor management with sub-modules PerfectLabor, PerfectEngage, PerfectWage, PerfectTime, and CoverageFinder), and Transcendent (asset management, preventative maintenance, and CapEx planning). The platform is built on a U.S.-patented hotel-specific data normalization method that addresses the roughly 20% of operations unique to each property, enabling faster implementation than typical custom development. Recent product development has centered on AI-driven features, including a photo-based AI Asset Setup module that extracts equipment type and serial numbers from images, a Digital Itineraries module that replaces paper-based guest itineraries with a live authenticated digital experience, and a 2026 forward-deployed engineering program modeled on Palantir's approach to embedding engineers inside customer organizations to build custom AI and analytics solutions.

The company sells exclusively through an enterprise field-sales motion with quote-based pricing and annual billing, targeting hotels, management groups, ownership groups, and brands rather than individual properties. It reaches buyers through a global direct sales team, a formal Actabl Partner Network, an integrations marketplace, and industry events such as HITEC 2026 in San Antonio. ALICE has raised approximately $39 million across four funding rounds from 2013 to 2017, with Expedia leading both the 2016 round and the $26 million 2017 Series B; the company acquired GoConcierge in September 2017 to extend concierge functionality. With 101-250 employees and no disclosed revenue, ALICE's commercial profile is consistent with a mid-market enterprise vertical SaaS business operating within a larger, multi-product Actabl platform.

Name

ALICE

Legal name

Actabl

Website

https://aliceplatform.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

ALICE, part of Actabl, is an all-in-one hotel operations platform unifying service delivery, housekeeping, messaging, and guest services for hotels, management groups, ownership groups, and brands, sold via enterprise SaaS with quote-based annual contracts.

Ownership category

akta.pro rank

Product category

Hotel Operations Software

NAICS

Custom Computer Programming Services (541511)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Enterprise Case Management & Request Fulfillment Platforms (HDAEALAJ)

akta.pro secondary industries

Hotel Program Management (Corporate Lodging) (THAKAMAI), Enterprise Integration, iPaaS & Middleware Services (API/EDI) (BPAEAGAH)

Keywords

• Hotel operations software
• Guest messaging platform
• Housekeeping management software
• Hospitality service delivery
• Hotel operations platform

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription: ALICE operates as an all-in-one hotel operations platform on a subscription basis, with the platform including enterprise service delivery, housekeeping, messaging, and guest services software. Pricing is quote-based for enterprise customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

ALICE is an all-in-one hotel operations platform that unifies enterprise service delivery, housekeeping, messaging, and guest services into a single staff-facing and guest-facing system. It is part of Actabl's broader hospitality suite, alongside ProfitSword (business intelligence), Hotel Effectiveness (labor management), and Transcendent (asset management), and is sold to hotels, management groups, ownership groups, and hotel brands on a subscription basis.

Product overview

Actabl operates as a unified hospitality operations platform combining four core products: ProfitSWord (enterprise BI platform with 260+ integrations for data-driven culture), Hotel Effectiveness (labor management addressing staffing volatility), Alice (all-in-one hotel operations including service delivery, housekeeping, messaging, and guest services), and Transcendent (asset management, preventative maintenance, and CapEx planning). The platform includes AI capabilities through Actabl AI, and specialized sub-products for labor management (PerfectLabor, PerfectEngage, PerfectWage, PerfectTime, CoverageFinder). Actabl was launched in 2022 and combines business intelligence, labor intelligence, and operations management into a comprehensive hospitality solution.

Differentiator

Problem solved

Functional benefit

Brands

• Alice: All-in-one hotel operations platform that includes enterprise service delivery, housekeeping, messaging, and guest services software.

Products and services

• Alice All-in-one hotel operations platform that unifies enterprise service delivery, housekeeping, messaging, and guest services software for hotel staff, including the Digital Itineraries capability for digital guest itineraries. It is sold to hotels, management groups, ownership groups, and brands as part of Actabl's enterprise suite.
• ProfitSword Industry-leading business intelligence platform powered by 260+ integrations that enables enterprise hospitality to operate with a powerful, data-driven culture. Sold as a standalone product within Actabl's suite, primarily to management groups, ownership groups, and brands.
• Hotel Effectiveness Award-winning labor management platform that addresses staffing volatility and fluctuating guest demand so that hotel management companies can maximize profits. It is sold as a standalone product within Actabl's suite and includes a labor management software suite (PerfectLabor, PerfectEngage, PerfectWage, PerfectTime, CoverageFinder).
• Transcendent World-class hospitality software focused on asset management, preventative maintenance, and CapEx planning, including the AI Asset Setup capability that automates asset data collection from photos. Sold to ownership groups, management groups, brands, and hotels as part of Actabl's suite.
• Actabl AI AI platform offering for Actabl's hospitality suite, including AI Insights for hospitality operations, designed to enable AI capabilities across Alice, ProfitSword, Hotel Effectiveness, and Transcendent.

Quantifiable outcome

• Reduces manual data entry for hotel asset management through photo-based AI extraction
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature3 records

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mews: Mews is a cloud-native hotel property management and operations platform that handles PMS, guest experience, and operations workflows — directly competing with Alice in the modern hotel operations stack. Both target independent and chain hotels seeking unified, API-first alternatives to legacy PMS systems.
• Cloudbeds: Cloudbeds offers an all-in-one hospitality management suite covering PMS, booking engine, guest experience, and operations. After acquiring Whistle (guest messaging) and now competing across operations and messaging workflows, Cloudbeds is a direct horizontal rival to Alice's unified operations positioning.
• HotelKit: HotelKit is an operations and internal communication platform for hotels, covering housekeeping, maintenance, and guest request workflows — closely paralleling Alice's core service delivery and staff messaging features. Both target mid-market and enterprise hotels seeking to replace paper-based and fragmented operations tools.
• Optii Solutions: Optii is an AI-powered hotel operations platform focused on housekeeping, service delivery, and guest experience management. Its AI-driven predictive capabilities and housekeeping emphasis make it a direct emerging competitor to Alice's operations modules.
• Quore: Quore provides hotel operations software centered on housekeeping, engineering, and preventive maintenance workflows, with growing AI features. Its focus on engineering and asset management overlaps directly with Alice's service delivery and Transcendent-adjacent capabilities within Actabl's suite.
• HotSOS (Landline/Hotel Effectiveness competitor): HotSOS is a hotel service optimization platform managing work orders, preventive maintenance, and guest requests — directly comparable to Alice's service delivery and housekeeping modules. Both serve enterprise hotel groups seeking digital workflows for back-of-house operations.

Broad incumbents

• Shiji Group: Shiji provides enterprise PMS, POS, and hotel technology infrastructure globally, serving major chains. Its expanding operations and guest experience modules overlap with Alice's enterprise service delivery and housekeeping capabilities, making it a broad incumbent comparable in the hotel operations software category.
• Oracle Hospitality (OPERA): Oracle OPERA is the dominant enterprise PMS for large hotel chains, with growing capabilities in operations, BI, and guest engagement. As a broad incumbent with deep enterprise relationships, Oracle competes with Alice especially at the management group and brand tier of the market.
• Infor Hospitality: Infor offers a hospitality ERP and operations suite serving large hotel groups and chains. Its broader portfolio of finance, HR, and operations modules competes with the Actabl platform (ProfitSword + Hotel Effectiveness + Alice) at the management group and ownership group tier.
• Salesforce Hospitality Cloud: Salesforce's Hospitality Cloud targets guest experience, marketing, and loyalty for hotels and travel brands. While broader in scope, it competes with Alice's guest services and messaging functionality at enterprise hotel groups seeking unified CRM and guest engagement workflows.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ALICEplatform
• Facebookfacebook.com/100552910098100
• LinkedInlinkedin.com/company/alice---hospitality-operations-platform
• Instagraminstagram.com/weareactablhospitality

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds4 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ALICE