Expedia Group sold its hotel operations management platform, ALICE to ASG, a portfolio company of Alpine Investors.
ALICE marks the 36th acquisition for ASG and the fourth within the ASG Hospitality Technology vertical. Company previously acquired Transcendent in 2019, ProfitSword in 2020, and Visual Matrix in 2021.
ALICE is an all in one hotel operations platform that is used by over 25,000 hoteliers around the world.
“We are incredibly excited that Expedia Group and ALICE are trusting us with ALICE’s next chapter of growth, especially at such an important moment in the recovery of the hospitality industry,” said Steve Reardon, CEO of ASG. “Justin, Dmitry, Alex and the entire ALICE team have built an incredible brand and product that has proven mission critical to hotel properties and essential to travelers during COVID. We believe more deeply than ever before in the future of hotel operations software and ALICE’s position of strength in the market.”
ALICE was founded in 2013 by Alex Shashou, Dmitry Koltunov, and Justin Effron.
“ASG’s proven track record in growing software companies coupled with their expertise in hospitality makes them the right partner for ALICE’s next chapter,” said Effron. “We have felt a strong alignment of values since the beginning and are excited about what we’re going to be able to achieve together, especially as the industry continues to recover.”
