MICE automation in hotels: What really motivates convention sales teams

Impressions from discussions with hotel and MICE managers

"Yes, it looks great, of course—compared to a standard Word document, that is..."

We are currently hearing such spontaneous reactions more frequently when we talk to hotels, hotel groups, and event venues about their processes in the group and event business. Over the past few months, we have held numerous discussions with a wide variety of establishments and found that the issues raised are remarkably similar.

This article summarizes observations and original comments from these conversations. It is not intended as a product presentation, but rather as an honest insight into everyday life in the MICE industry and expectations regarding automation.

Time pressure in the everyday MICE business of hotels

Hardly any other topic is discussed as frequently as the lack of time in everyday MICE work. Processing group and event inquiries in particular is described as extremely time-consuming. Offers must be created individually, information gathered from various sources, and data maintained multiple times.

PMS is particularly often mentioned in this context.

"For group inquiries, the biggest saving is definitely booking in the PMS. That really takes up a lot of time."

Many interviewees boil it down to precisely this point: too much manual work for too little progress.

"That's an incredible time saver."

Mature system landscapes instead of missing tools

What is interesting is that there is rarely a lack of tools. Rather, the system landscapes in many hotels have grown over many years—with a correspondingly high level of complexity. PMS, sales tools, email, CRM, and various Microsoft products exist in parallel without interacting smoothly with each other.

This results in media discontinuity, duplicate maintenance, and a lack of transparency.

"Then, of course, all communication would be neatly stored in the system."

Several discussions made it clear that hotels are not looking for yet another system, but rather for solutions that sensibly combine existing structures.

"You strengthen the existing systems, bundle them together, and the result is an efficient offering. Correct."

Why simplicity is crucial in convention sales

One word keeps coming up: simple. Not in the sense of reduced or superficial, but clear, comprehensible, and suitable for everyday use.

Quick familiarization plays a key role, especially in teams with changing employees or new colleagues.

"Keep it simple—that's always the most important thing."

"That even as a newcomer, you can get along quite well."

The visual and structural design is also consciously perceived.

"Personally, I think it's good from an overview perspective. From a pragmatic point of view, it's very good—very appealing to customers."

Speed as a conversion factor in MICE sales

Another point that comes up time and again is response speed. Many interviewees make a direct connection between fast quotation submission and successful conclusion.

"I can well imagine that inquiries will be processed more quickly this way."

Speed is not viewed in isolation, but rather as the interplay of clear processes, fewer manual steps, and neatly prepared information.

"Getting the most out of it to generate an efficient offer as quickly as possible."

Automation creates space for personal relationships

It is also noteworthy how often automation is associated with relief rather than savings. The desire is clear: less time at the computer, more time for guests, customers, and personal conversations.

"The sales manager has more time to take care of customers on site. Doesn't have to sit at the computer all the time."

Some voices express this very directly:

"If you use this, you automatically save on staff. It's as simple as that."

Regardless of the wording, there is a common goal behind it: to make better use of existing resources.

Voices from the field – unfiltered

In addition to specific process questions, the generally positive attitude toward automation is also striking. Many responses are spontaneous, emotional, and honest—precisely because they are unprepared.

"Cool, that's a nice thing you've got there."

"I think it's all very, very good."

"I find it exciting."

"That's the direction things are going in—there's no way around it."

Our classification from the perspective of MICE DESK

These responses clearly show what MICE departments are currently dealing with: time pressure, complex system landscapes, and the desire for clear, integrated processes. At the same time, it is clear how great the interest is in solutions that make everyday life noticeably easier—without creating new complexity.

As the MICE DESK team, we take this feedback very seriously. It confirms how important it is to think about processes from a practical perspective, to integrate existing systems, and to provide support where hotels can benefit most quickly.

Note: The statements used in this article are taken from conversations with various hotel and MICE managers. Names and establishments have been deliberately omitted. The quotes have been shortened but not altered.

If you would like to gain a deeper understanding of how these challenges can be tackled in a structured manner in everyday MICE and convention sales, schedule an appointment for a no-obligation demo. During this exchange, you can use your own processes and system landscape to see where automation can specifically reduce your workload and save time in your day-to-day business.