Alice, the hotel services app, has received $9.5m in Series A funding led by Expedia.

Tnooz first learned of the funding in December but was unable to confirm the amount at the time.

The Series A comes on top of $3m seed funding received earlier in 2015 .

According to Alice co-founder and president Alexander Shashou, the company, startup pitch here, now plans to recruit more members for New York-based team.

The hope is to increase from the current 27 to about 40 with a focus on recruiting sales people including a head of sales as well as in-house product and engineering people.

Commenting on the funding Expedia Group chief product officer John Kim says:

“The software solves major hotelier operational pain points and it’s easy to see how they are able to save hoteliers money and man-hours. Alice puts the entire hotel operating system into the palm of a consumer’s hands through their own devices.”

Shashou says that its Alice Lite technology is gaining rapid traction signing up 10 hotels in the first week of January and expecting to sign a further 20 last week.

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