SKEMA Digital Marketing in Tourism and Events: ALICE

Recently launched app ALICE initially was created as a guest service for the Hospitality Industry to connect guest to hotel services. Guests can easily download the application just after the booking or upon check-in.

According to skift.com, which compare this App with “remote control for a hotel’s concierge”, Alice allows staff to track requests from guests and improve the quality of services. Using this app, guests can enquire late check-in, book a table at the restaurants, request spa services or order a taxi. Alice handles services from pre-arrival to check out by placing together all service requests from any devices. Then requests address to appropriate employees who notify the system when the order is done.

This platform is collecting data about all requests from room service to spa and restaurants. It allows managers to find weak points, to analyze efficiency and productivity of the employees, and to have the general overview of all processes in a hotel. Moreover, the system allows leaving notes and guest comments which helps to analyze service quality and to maximize guest’s satisfaction.

If you want to experience Alice, you can visit one of the following hotel group: Shangri-La’s Hotel Jen, Bespoke Hotels, The Setai, The Gansevoort Group, Standard Hotels, and Sixty Hotel Group.Alice aimed at improving services and revolutionizing the hotel industry by using technology. Founders are willing to provide hotels an opportunity to use the power of mobile world to improve service and environment. This mobile platform seems to be one of the first steps in the transformation of hospitality industry that gives the idea of the future of service providers.

Today mobile tools and apps are becoming so popular that we simply cannot avoid them. Using Alice app may allow hotels stay up-to-date, to receive feedback from guests and probably to create better relationship with customers by improving efficiency. This app have an opportunity to become very successful, as the founders attracted $3 million seed financing. According to the web portal techcrunch.com, company is expanding operations and sales teams. Moreover, management team has big plans to expand geographically: at this moment the platform is working with hotels in U.S., Australia and U.K. and planning to penetrate Europe and Asia markets.

On the other hand, technology replaces human interaction, which is important in personalization and creating of loyalty. As we all know, personal relationship with guests and clients is essential in a service design process. In addition, lack of face-to-face communication may affect customer relationship negatively. So, will Alice be revolution in the hotel industry? We will see.