3 myths about automation in the MICE industry - and how hotels can really benefit
Automation has reached the hotel industry. From dynamic pricing strategies to automated booking processing – everything seems faster, more efficient, and more error-free. But behind the shiny facade of digitalization, new challenges often lurk that slow down the hoped-for productivity boost. Especially in the MICE industry, where complex processes must be coordinated, it becomes clear that automation is not a sure-fire success. It must be used carefully to achieve real benefits. Here are the three biggest myths and the reality behind them.
Myth 1: Automation always leads to higher productivity
The reality: efficiency does not equal productivity.
It sounds logical: Automating processes saves time and resources. But studies like those by Paul A. David (economic historian) and Erik Brynjolfsson (economist) show that automation brings short-term efficiency gains but does not necessarily lead to sustainable productivity gains. The reason lies in the so-called productivity trap: New technologies require adaptation, retraining, and often cause system disruption.
An example from the hotel industry:
Large hotel chains implement various automated tools for revenue management, MICE inquiries, and CRM systems. However, the lack of integration of these systems leads to redundant data, delayed processes, and a higher error rate. The result: Instead of achieving the desired productivity gains, teams struggle with the side effects of a poorly coordinated IT landscape.
The solution:
A "human-in-the-loop" approach – like ours – combines cutting-edge technology with human expertise. Automated processes are deployed where they truly add value and are complemented by skilled professionals who ensure seamless transitions and strategic decision-making.
Myth 2: Only manual tasks are affected by automation
The reality: Cognitive tasks are also becoming increasingly automated.
Thanks to advances in artificial intelligence, even analytical and strategic tasks can now be automated. Studies such as those by Carl Benedikt Frey (economist and futurist) and Michael A. Osborn (computer scientist and AI researcher) show that nearly 47% of jobs in the US are at risk from automation – including those previously considered "safe," such as financial analysis or contract negotiations. In the hotel industry, for example, this affects revenue management tasks, where AI-supported recommendations for pricing strategies or capacity management are provided.
Challenge:
The automation of cognitive processes is leading to a new kind of dependency: decision-makers are increasingly relying on algorithms, even though without sufficient data or human sensitivity, these algorithms can deliver suboptimal results. This is particularly evident in the MICE industry, where AI-based systems create offers that don't fit a customer's specific requirements.
The solution:
Technologies like our MICE DESK Copilot combine AI with human review. Automated suggestions are validated by experts to ensure they're not only data-driven, but also customer-centric and actionable.
Myth 3: Automation leads to massive job losses
The reality: Automation transforms rather than destroys jobs.
The fear of automation is as old as the technology itself. But the reality is more nuanced: While some jobs are indeed being eliminated, new roles are emerging in parallel. These focus on strategic and analytical tasks or the management of automated processes. We see this change clearly in the MICE sector: The demand for MICE experts who bring both technical know-how and process understanding is increasing.
Danger of system failures:
The challenge lies not in the automation itself, but in the way it is implemented. Many hotels are replacing inefficient processes with new automated systems, which, in turn, cause disruptions. Data is duplicated, systems are out of sync, and staff are overwhelmed with managing the new technology.
The solution:
This is where our hybrid approach comes in: We combine powerful automation tools with practical consulting. Our focus is on avoiding system disruptions, harmonizing processes, and making the transition as smooth as possible for teams. Humans remain a central component of the process—as the interface between technology and operational implementation.
Conclusion: Use technology wisely
Automation offers enormous potential for the hotel industry – especially in the MICE sector. However, as practice shows, automation is not a panacea. It requires strategic thinking, careful planning, and seamless integration into existing structures.
How MICE DESK can help:
With our hybrid approach combining cutting-edge technology with personalized expert advice, we create solutions that truly work. If you'd like to find the right automation approach for your hotel, we'd be happy to assist you. Schedule a free consultation now – together, we'll future-proof your MICE business.