Alliance was founded in 1995 by Peter Bertenshaw and Tad Fuller. The mission of the company at that time was to build direct mail marketing campaigns to tourists encouraging them call the Alliance call center to book their hotels reservations at discounted prices.

Shortly after the establishment of the business, Peter Bertenshaw recognized the power of the Internet and the efficiencies associated with building online booking engine tools to allow customers the ability to search and book hotels online 24/7/365 without having to call the Alliance call center. So, by early 1997, Alliance built one of the industry’s first online hotel booking engine applications.

After great early success as an online hotel marketer, in order to expand their reach, Alliance created newer versions of their booking engine to allow others who wanted to market hotel bookings online to use the Alliance Booking Engine technology.

Since Alliance’s humble beginnings, the various versions of the Alliance Hotel booking engine application has been responsible for over a billion dollars in hotel reservations worldwide. The Alliance Mission Statement is: Help our partners grow their brand, not ours.