Editorial Board   Guest Author

Mr. Effron

Justin Effron

Co-Founder & CEO, ALICE

Justin Effron is the Co-Founder and CEO of ALICE. ALICE is the first complete communication, cost savings and revenue generation operations platform for hotels, which enhances the guest experience and connects all points within the hotel to simplify guest service - and make it more cost-effective.

ALICE's partners include 3-5 star independent and managed hotels, hotel groups, residential condominiums, serviced apartments, vacation rental companies, and concierge companies looking to provide exceptional service through mobile staff technology and guest communication channels.

Born and raised in New York City, Mr. Effron graduated from the University of Pennsylvania in 2012 with a Bachelor of Arts degree in history. Previously, Mr. Effron was an analyst on the Equity Portfolio Trading Desk at Citigroup, leaving in 2013 to build ALICE with co-founders Alexander Shashou and Dmitry Koltunov.

As CEO, Mr. Effron leads all fundraising, sales and business development. He and his co-founders have raised a total of $39M and acquired the company's main competitor in the concierge technology space, GoConcierge, in 2017.

Since its founding, ALICE has gained serious traction in the industry, working many of the world's leading hotel and luxury residential brands, including Two Roads Hospitality, Dream Hotel Group, Grupo Posadas, SIXTY Hotels, NYLO Hotels, and Leading Hotels of the World.

Please visit https://info.aliceapp.com for more information.

Mr. Effron can be contacted at 212-579-2861 or justin@aliceapp.com

Coming up in November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.