Alice Acquires GoConcierge, Gains Additional 1,000 Hotel Customers

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.

While Alice has its own concierge module, it couldn’t pass up opportunity to partner with a specialist in the field. “The depth of experience that GoConcierge has in the concierge space is unrivaled in our industry,” he said. “GoConcierge is a leader in its category, with products and tools that are loved and trusted by its users.” Alice has gained more than 1,000 GoConcierge hotel customers as a result of its acquisition of GoConcierge.

Adam Isrow

Adam Isrow

GoConcierge had been examining the market for additional ways to develop its technology before finalizing its deal with Alice. “Alice was a company we have admired and when the opportunity arose, we agreed that it would be a great strategic fit and chose to move forward,” said Adam Isrow, EVP of GoConcierge, in an interview with Hotel Business. “Bringing GoConcierge and Alice together to provide the best available solution was something we believed was the right direction for the evolution of our company.”

Isrow and the entire GoConcierge team will join Alice. Effron wouldn’t comment on additional personnel plans at the hotel operations platform company. GoConcierge’s offices will remain where they’re situated now.

Right now it’s business as usual for both companies. “GoConcierge is invaluable to the concierge teams that use it daily to deliver the best luxury guest experience,” he said. “We are focused on investing in the concierge space and working with the GoConcierge team and hotel customer base to continue serving our industry the best concierge solution on the market.”

This acquisition follows Alice’s most recent financing round. The hotel operations platform company last month secured $26 million in funding from Bellevue, WA-based Expedia Inc. The Series B financing elevated the hotel operations platform company’s total funding to $39 million.

“We will be focused on growing the business organically, but will continue to evaluate opportunities to improve our business both organically and through acquisitions,” he said.