Alberto Santana Starts New Position as Chief Revenue Officer at Alliants

By Gavin Fraser | February 16, 2024

On February 8, 2024, Alberto Santana announced on LinkedIn, “I’m happy to share that I’m starting a new position as Chief Revenue Officer (CRO) at Alliants!” Anyone who meets Alberto is assured to never forget the personal impact of this charismatic champion of hospitality software solutions. 

I had the pleasure of chatting with Alberto at our BITAC Sales & Marketing Revenue Summit last week at the Ritz Carlton in Sarasota Florida, where I interviewed him about his successful career in the hospitality industry.

With a background rooted in shipping and logistics, Santana’s journey into hospitality was serendipitous, driven by a passion for travel and a desire to understand the intricacies of hotels operations.

Alberto’s foray began in 2000 when Luis Segredo of MTech, another veteran of the industry, hired him as a Sales Executive to help them grow their business. A few years later, MTech would launch HotSOS which became among the first Hosted solutions available for Hotels aimed at streamlining hotel operations. They later introduced REX for housekeeping automation which along with HotSOS quickly became a popular solution for the industry. This success garnered the attention of Newmarket International which acquired MTech in 2011. Newmarket were then acquired by Amadeus in 2013 where Alberto would continue to serve in various commercial leadership roles for the next 10 years. 

Reflecting on his early days in hospitality Santana recalled posing thought-provoking questions that would ultimately shape the parent company’s direction. “What are guests asking for? What are their challenges? What is the most optimized team I can have? What can I learn about guest requests that are unobtrusive?” These questions laid the foundation for HotSOS to develop a unified product focused on enhancing the guest experience and optimizing hotel operations.

As technology continued to advance, Alberto and the executive team recognized the potential for automation to revolutionize housekeeping, particularly with the advent of the iPhone. This foresight propelled HotSOS to the forefront of innovation in the hospitality tech space, providing solutions that not only improved efficiency but also enhanced the guest experience.

In all of his roles he has continued to champion the importance of personalized service. Reflecting on his experience, Alberto emphasized the significance of anticipating guest needs rather than merely responding to requests. “Nobody really anticipates your needs. They mostly wait until you ask. Nobody is really on top of, how can I make this a memorable and easy stay,” he noted.

Central to Santana’s philosophy was the idea of personalization. He believes in leveraging technology to track guest preferences and tailor experiences accordingly. “We have an opportunity to track guest needs and wants and drive a better guest experience,” he asserted. By asking questions such as “What do I know about the people that are checking in today?” and “How can I make them feel welcome every time?” Alberto emphasized the importance of building meaningful connections with guests.

Looking to the future, Santana was excited about the endless possibilities for shaping the guest experience. He remains committed to pushing the boundaries of innovation and exploring new ways to create memorable and personalized experiences for every guest. “Luck is what happens when preparation meets opportunity,” he reflected, highlighting the importance of being prepared to seize opportunities in an ever-changing industry.

Santana joins Alliants as it embarks on its 15th anniversary year. As the leader in guest experience software solutions Alliants has helped some of the world’s most respected luxury hotel, travel and retail brands deliver exceptional customer experiences. 

Alliants is widely known for its messaging and concierge SaaS products, in particular, the Alliants Experience Platform (AXP), favored by hundreds of the most respected hospitality brands, including Four Seasons, Mandarin Oriental, Jumeirah and Nobu Hospitality.

With the addition of such a seasoned Chief Revenue Officer Alliants is assured of continued worldwide expansion and adoption by top hotel brands. For Alberto Santana the hospitality industry is not just about providing accommodation; it is about elevating lives and careers. His unwavering dedication to enhancing guest experiences through personalized service and innovation continues to inspire and drive positive change in the industry.


Gavin Fraser

Gavin Fraser is an Editor at Hotel Interactive, a leading provider of online resources and information for the hospitality industry serving as a hub for industry news, trends, and insights. Gavin covers the hospitality sector for, distributes its e-newsletter, and moderates panel discussions for the company’s BITAC events.

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