Alcantara is a material as you may know, used in Astons, Ferraris, Bentley and Lambo's. I'd say its more hard wearing then Flocking and a lot better looking. Where flocking particles are sprayed on this is a material that comes in lengths and needs patterning/cutting and sewing to fit. A lot more to it then flock.
I think it look 100% better then flocking, but thats my opinion, but I'd think most people on here would agree.