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New York, NY -- ALICE, the operations platform powering the world’s best hotels, is excited to announce hospitality technology sales and leadership veteran Wendy Zapach has joined the company as Director of Sales, North America.

Zapach joins ALICE from Yext, where, as Director of Sales, she covered major hospitality partnerships, such as Sabre, Vizergy, HeBS Digital, and the American Hotel & Lodging Association. Prior to Yext, Zapach served as the Director of Sales at TravelClick, where she was responsible for a $8.5M book of business. A President’s Club winner every year, Zapach sold more than $7.5M of new business during her four-year tenure, and built the Boston region into a thriving company portfolio. Zapach also has a strong background in hospitality. She served as Director of Sales & Marketing at Bermuda’s Tucker’s Point Hotel & Spa from 2009-2012, and was also Leisure Sales Manager at the Boston Harbor Hotel from 2004 to 2009.

Zapach brings valuable leadership experience to ALICE, as well as longstanding relationships with industry decision makers and hotels. Zapach served as a player coach in her previous leadership roles, excelling as a mentor in the ranks of the TravelClick sales organization as well as in her previous positions.

A graduate of the University of Connecticut, Zapach is an avid runner and a wellspring of energy. She currently resides in Reading, MA, with her husband and two children.

ALICE welcomes Zapach as a key member of the company’s executive team. Zapach joins ALICE at a time of rapid growth. Founded in 2013, ALICE has raised $13.5M in funding, most recently closing a $9.5M Series A in December, 2015, which was led by Expedia. Over 200 hundred hotels across the country and 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.

“Wendy’s hospitality-based sales experience and deep network of industry relationships will be a tremendous asset to our team,” says ALICE’s CEO and co-founder Justin Effron. “The Northeast is a crucial market for us, and Wendy will be able to elevate our profile in the independent hotel market there in a big way. We’re also looking to her to help us build and mentor our sales team.”

Zapach is looking forward to getting started: “ALICE provides something I feel passionate about: exceptional guest service. The innovation we’re bringing to the hotel community is exceptional and I’m eager to help hotels facilitate better communication, both internally and externally.” 


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. ALICE’s main product - ALICE Suite - brings together your front office, concierge, housekeeping, and maintenance teams, and connects your guests to your hotel with our app and SMS tools. The ALICE platform is also available as specialized software and mobile applications for your staff (ALICE Staff), your concierge (ALICE Concierge) and your guests (ALICE Guest). Each module is fully integratable with PMS, POS, and all other third party management systems. ALICEs partners include 3-5 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. Third-party service providers also leverage the ALICE API. ALICE was founded in 2013 by Justin Effron, Alex Shashou, and Dmitry Koltunov, and has raised $13.5M to date.

Contact: Lola Feiger / 6178177251

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