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ALICE, the hospitality industry's leading operations technology, celebrates Eli Gerard as Director of Sales for Mexico, overseeing hotel partners in Mexico City, Guadalajara, Puerto Vallarta, Zihuatanejo, Ixtapa, Manzanillo, Puebla, and Veracruz.

Eli joined ALICE in March 2018 after the company’s acquisition of concierge technology GoConcierge in September 2017. The increased traction in the last year has necessitated  a tripling in the size of ALICE’s salesforce across Mexico and Latin America. This has resulted in impressive wins for the company in the region, including new clients Grupo Posadas, the largest hotel operator in Mexico, which selected ALICE to standardize operations across their portfolio of 147 properties, and the luxury midsize groups Tafer Group and Villa Group.

With over 10 years of hospitality sales and a strong track record of business development for new sales and client retention, Eli began his role as Director of Sales for Mexico to keep the company strategically aligned with the pace of new inbound opportunities.

ALICE’s VP of sales for North America, Wendy Zapach, highlights, “With the success we’ve seen in the most well known and prestigious chains and independent hotels in Mexico, we wanted someone who could leverage their knowledge of the industry with the number of growing opportunities. Eli’s expertise in the market will allow our team to foster new relationships and partnerships with clients and elevate ALICE’s status as the premier hospitality operations partners to the best Mexican properties.”  

Prior to joining ALICE, Eli initiated sales efforts to drive revenue of some of the most prestigious resorts and spas across Mexico, including the Hilton Cancun Golf and Spa Resort, the Westin Resort and Spa Cancun, the JW Marriott Resort and Spa Cancun, the  Marriott CasaMagna Cancun Resort, the DoubleTree by Hilton, and the Hilton Garden Inn Mexico City Santa Fe. The move from hospitality to technology sales feels like a natural transition for Eli, “Through my experience of hospitality sales and knowledge of the Mexican hospitality landscape, I understand the needs and wants of the hotelier from a technology standpoint. I can put myself in their shoes and show them how ALICE can improve their work and achieve excellent service that will elevate the guest experience.”

Eli is a graduate of Universidad de las Américas Puebla in San Andrés Cholula Puebla Mexico where he received his Bachelor of Arts degree in Hotel Management. In his spare time, Eli enjoys cheering on his collegiate American football team and his favorite NFL team, the Denver Broncos.


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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