Industry Update
Supplier News22 August 2018

The Government of Puerto Rico Partners with ALICE to Create the First-Ever Customer Service Platform for a Tourism Destination

“My Puerto Rico” will revolutionize the local industry by becoming the first tourism destination to adopt a customer service platform designed to elevate the visitor’s experience.

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ALICE, the hospitality industry's leading operations platform, has partnered with the Government of Puerto Rico's Tourism Company (PRTC) and Roca Marketing to develop an innovative destination concierge service and trip planning platform available to every hotel and visitor. The new mobile hospitality app, "My Puerto Rico," will improve hotel performance and the guest experience, and bolster the island's reputation as one of the world's leading holiday destinations.

With the PRTC's forward-thinking vision, Puerto Rico is seizing the opportunity to revamp the tourism destination, and with it, the visitor's experience. In partnership with ALICE and Roca Marketing, the island's governmental tourism agency has conceived a solution designed for the modern hotel and traveler.

"My Puerto Rico mobile app was developed focusing on improving the visitor experience in our destination, as part of the efforts to strengthen our tourism offer. In order to compete globally, we need to reinvent ourselves and adapt to the needs of a modern traveler, who carries out all his efforts from the mobile phone," said the Governor of Puerto Rico, Ricardo Rosselló Nevares.

Unlike anything that has come before, the "My Puerto Rico" mobile application will provide a unique experience that connects guests to the island and helps hotels in Puerto Rico deliver the kind of personalized service that differentiates them from any other destination in the world. The partnership enables each property on the island to benefit from ALICE's state-of-the-art concierge software, as well as progressive single island app and innovative guest SMS service.

"We are excited to work on such a unique project with the Government of Puerto Rico and the PRTC. Together we are positioning the island as the first to roll out a destination-wide initiative of this kind. In hospitality, we often focus on differentiating hotels from one another, but in this case, the PRTC is bringing hotels together to delight all who visit the island. The goal is to elevate the guest experience," said Justin Effron, CEO of ALICE.

ALICE is the hospitality industry's leading operations technology, connecting every department of the hotel with one platform for all staff communication and guest requests. The company recently acquired concierge software provider GoConcierge to augment its concierge technology and customer service offering.

"We are not only pleased to officially announce our partnership with ALICE, but also very confident that the "My Puerto Rico" mobile app will redefine hospitality on the island and enhance the experience for everyone who visits us in the future. This initiative represents a great opportunity to position our destination's tourism offering at the forefront of technology and innovation, which is one of Governor Ricardo Rosselló Nevares administration's main priorities", said PRTC's executive director Carla Campos.

Aptly referred to as the Ultimate Traveler's Experience Platform, "My Puerto Rico" promises to add value for guests by allowing them to directly communicate their needs during and after their stay through a free downloadable app and/or SMS.

In addition to this, the ALICE solution empowers hoteliers by enabling them to engage more freely with guests and use the information they receive to deliver the kind of exceptional service that significantly improves both their hotel ratings and guest retention rates.

"My Puerto Rico" is a highly progressive solution that blurs the communications barriers between the hotel and its guests, placing the destination at the forefront of hospitality innovation and setting the standard for all future regional tourism and hotel management strategies.

ABOUT The Puerto Rico Tourism Company: The Puerto Rico Tourism Company (PRTC), founded in 1970, is a public corporation responsible for stimulating and regulating the development of the tourism industry. It provides visitor orientation and technical assistance to investors; evaluates tourism facilities and establishes standards of quality; and regulates and oversees gaming operations.

ABOUT Roca Marketing: Roca Marketing is a travel and tourism strategic advisory and project management firm. Through robust research, Roca empowers their clients with data driven business intelligence and a set of customer centric solutions aiming to create growth and differentiation. In the project with the Puerto Rico Tourism Company, Roca provided the strategic advising, content recommendations and functionalities assessment to build the platform that will create a competitive edge.


ALICE is a hotel operations platform that empowers operational excellence and meaningful guest experiences. By bringing all hotel departments together with a single operations platform for internal communication and task management, ALICE helps hotel staff act as a team to provide consistently excellent service. Since the company was founded in 2013, ALICE has gained significant traction in the industry, working with more than 2,500 hotels and tens of thousands of hotel staff across many of the world's leading brands, including Marriott International, Hilton Hotels & Resorts, Hyatt Hotels Corporation, Viceroy Hotel Group, Fairmont Hotels & Resorts, and The Leading Hotels of the World. ALICE is the 2019 Forbes Travel Guide Brand Official Staff Technology Platform, winner of Best Concierge Software, and Finalist for Staff Collaboration Software (Best in North America), Housekeeping, Facilities Maintenance Management, and Preventative Maintenance Software in the 2020 HotelTechAwards. For more information, visit

Kayla Rowen
Marketing and Communications Specialist
Phone: 6054306480
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