Our hotels have seen an increase in online scores, and research shows online scores that rise just one star can result in an 11% increase in ADR! TripAdvisor asks hotel guests to rate your hotel in three different categories: Location, Quality, and Service. Your location is hard to change, value is driven by price (and who wants to lower price?), and so service becomes the main way you can improve your online scores. ALICE is focused on empowering your staff to deliver an amazing service experience.