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ALICE, the hospitality industry's leading operations technology, welcomes Custódio Barreiros as Director of Enterprise of Europe to enlarge ALICE’s footprint internationally.

Custódio joins ALICE after the company’s acquisition of concierge technology GoConcierge. The increased traction in recent months has resulted in a tripling in the size of its salesforce across North America and Europe. Thousands of hotels around the world have chosen ALICE for the transformative effect joining all hotel staff departments onto a single platform has for improved task management and employee communication. ALICE’s guest engagement toolset is also helping its clients deliver exceptional service with cutting-edge innovations like guest-to-staff texting.

Custódio joins ALICE from Amadeus, where he managed an impressive roster of hotel groups, including IHG Europe, Jumeirah Group, Maybourne Hotel Group, The Dorchester Collection, plus various other properties across Europe, Middle East, Africa, and India. This experience gave Custódio a deep appreciation for the power of technology to help streamline hotel operations and elevate the guest experience.

With more than two decades of hospitality experience, Custódio brings a wealth of industry knowledge and key connections. “I’m excited to be at the threshold of ALICE’s expansion into Europe,” Custódio highlights. “I’m looking forward to leveraging my relationships within the European hotelier community to not only help ALICE grow, but to help our clients grow with ALICE as well.”

Growing up in a family of hoteliers, hospitality has always been an essential ethos for Custódio. During his six-year tenure at Grange Hotels, Custodio executed numerous business development activities, which focused on building long-term relationships with clients and developing successful brand standards. He has also held senior positions in sales, responsible for driving sales and achieving revenue for major hotels such as the DoubleTree by Hilton London, New Connaught Rooms and InterContinental Hotel Group.

“Custódio deep expertise in hospitality technology sales and hotel service optimization makes him an ideal fit for the ALICE team,” said ALICE’s Head of Business Development, Jessica Kramer. “The expansion into Europe is a critical market for ALICE and Custódio will be able to elevate our profile in the boutique hotel market immensely.”

A graduate from University of Westminster, where he received a Honours Bachelor of Arts degree in Modern Languages, Custódio is fluent in English, French, Spanish and Portuguese. In his spare time he enjoys motorbiking across the English countryside near his home in Andover, Hampshire, UK.

Custodio will be joining Kramer at HITEC Amsterdam this week, where he is eager to introduce ALICE’s vision of connected hotel operations to Europe’s hospitality leaders. If you’re looking to improve your hotel’s operations and streamline staff communication to increase guest satisfaction, stop by Stand 207 to meet Custodio and see a live presentation of our technology. Alternatively, hoteliers interested can book a meeting in advance, for a personalised demo of ALICE.


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: Kayla Rowen / 6054306480

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