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ALICE, the hospitality industry’s leading operations technology, expands its reach in Europe with the placement and hiring of several hotel technology sales experts in key markets across the continent. ALICE has grown rapidly worldwide, including 250 hotels signed in Europe in the last 12 months alone. This team will accelerate ALICE’s already swift expansion throughout Europe and provide market guidance and support for key European regions.

Jessica Kramer, ALICE’s VP of Enterprise, has been relocated to Stockholm to help roll out the company’s European operations. Her responsibilities will include hiring in-market Sales Directors and Customer Support specialists, connecting with hotel groups that need better operations and communication tools, and continuing to support major in-market accounts, including flagship client Nordic Choice. 

ALICE’s recent appointments in Europe include Gaston Richter, Director of Enterprise Sales based in Spain, Darren Panto, Director of Enterprise Sales based in London, and Colin Barnett, Director of Sales, also based in London.

ALICE is an ideal fit for regional brands, which the company has successfully partnered with in the United States, Mexico, and now increasingly in Europe. Europe’s hotel market is comprised largely of independent hotels and regional brands that can be uniquely helped by ALICE’s suite of operations and guest engagement solutions.

Hotel Partners

ALICE’s flagship European group is the innovator Nordic Choice Hotels, one of the largest hotel groups in Scandinavia. ALICE is also currently piloting its technology with the region’s largest hotel group.

Other prominent regional clients include: Yotel, numerous clients from Leading Hotels of the World and Preferred Hotels, and tens of Forbes Five-Star properties, alongside over 250 independent hotels.

Growing the Team

Gaston Richter, Director of Enterprise Sales, will focus on providing assistance and guidance to European hotel groups committed to enhancing the guest experience and staff efficiency. Gaston brings a wealth of experience to the role, having worked in hospitality and travel for over 20 years for some of the biggest names in the industry, including, Barcelo Hotel Group, Innwise, and TrustYou.

Darren Panto, Director of Enterprise Sales, is looking forward to offering European hotel groups a cutting-edge, efficient tool to be able to manage all hotel operations from one platform in a consistent way across hotels. Another veteran of hotel and hotel technology Sales, Darren has gained extensive knowledge of resorts, hotels, destinations and customer expectations, building successful business relationships from small independents to the largest global hotel companies. Darren joins ALICE from iRiS Software Systems, where he was most recently VP of Sales for Europe, delivering leading solutions for guest-facing technology.

Colin Barnett, Director of Sales, will continue to expand ALICE’s presence in Europe, after a successful 18-year career in the hospitality, travel, and technology markets, most recently as GuestTek’s VP Sales Europe.

ALICE’s VP of Enterprise Jessica Kramer summarizes the regional opportunity: “Regional brands have been some of the greatest contributors to new ALICE functionality, from preventative maintenance to portfolio management tools to group reporting and filtering. I can’t wait for our introduction of ALICE Housekeeping this year, which will provide transformative efficiency and cost savings for all of our hotels. I’ve been inspired by our rapid growth in Europe in the past year and I’m looking forward to accelerating further with a strong local team.”

ALICE’s Enterprise and Independent sales teams will be attending HITEC Mallorca, April 9-11. Email to schedule a customized demo.


Manage staff work and guest communication across departments with the ALICE operations platform. By joining all the departments of your hotel onto a single operations platform for internal communication and task management, ALICE helps your staff act as a team to provide consistently excellent service.

Since the company was founded in 2013, ALICE has gained serious traction in the industry working many of the world's leading hotel brands, including Two Roads Hospitality, Dream Hotel Group, Grupo Posadas, SIXTY Hotels, NYLO Hotels, and Leading Hotels of the World. The company acquired concierge technology provider GoConcierge in 2017. For more information, visit

Contact: Lola Feiger / 6178177251

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