Hotel-Tech Startup Alice Acquires Smaller Rival GoConcierge

Alice, a New York startup that sells operations software to hotels, said today that it has acquired a competitor, GoConcierge, in a deal whose terms were not disclosed.

The move is only newsworthy because it comes on the back of last week’s announcement that Expedia has become the majority investor in Alice as part of a $26 million investment. Many interpret that decision as Expedia testing the waters about a possible push into offering more enterprise software for hoteliers — though Alice says that there are no plans for any changes to its business.

GoConciege’s upscale hotels clients in 60 countries include the likes of the Shangri-La Hotel in Sydney and the Four Seasons Hotel Dubai International Financial Centre. Founded in 2000 and based in Burbank, California, GoConcierge did not raise any venture capital. It has developed a worldwide roster of high-end clients that use ts Web-based software for tracking concierge tasks such as booking reservations at Muay Thai competitions or J Lo performances in Las Vegas.

The company has focused on tools for concierges, while Alice has built a horizontal platform of tools meant to work across departments, such housekeeping, engineering, security, and the front desk’s communication with guests and other employees.

GoCongierge’s co-founder and executive vice president Adam Isrow will join Alice and report to chief executive Justin Effron. So, too, will the other active co-founder Simon Kaltgrad, whose title will be director of concierge technology.

Isrow said it is “too early to comment on detailed plans” concerning whether GoConcierge clients would transition to Alice’s platform other than to say that the combined operation “will give hotels the continued value they are used to receiving from both solutions.”

The companies face competition from providers of all sizes — such as Amadeus Hospitality and Oracle Hospitality down to Quore and Knowcross.

Looking ahead, Alice plans to release new features to the combined customer base, including a tool to improve task management and an automation of SMS, or text-based, responses to routine guest questions.