What happens when MICE listens to research? More turnover.
Comparison of the average processing times of event requests with and without Rocket, the software developed by MICE DESK.
The hotel industry is suffering from a shortage of skilled staff, slow processes and incompatible legacy systems. Especially in the MICE segment, a market worth more than €100 billion in Germany, this leads to a loss of efficiency and a lack of bookings. We at have specialized in precisely these problems with a hybrid approach of modern, AI-based technology and human expertise. Since our launch in 2022, we have become the market leader for hybrid process solutions in hospitality, helping hotels achieve operational excellence and increase revenue.
In order to not only solve these challenges operationally, but also to understand them structurally, we initiated our own research project. The aim was to analyze the convention sales process holistically for the first time and thus create the basis for real transformation.
Methodology: The study was based on a mixed-methods approach. First, contextual, semi-structured interviews were conducted with convention and group sales managers in order to qualitatively record real workflows and challenges. The overall process was then systematically broken down into 34 individual steps and analyzed as part of a time study. This included video recordings of real work processes as well as digital time recording for the quantitative evaluation of process duration and identified bottlenecks.
The goal of our mission: to help hotels with staff shortages, slow processes and system integration and to enable operational excellence and revenue growth.
The research project
The study was funded by a federal research grant and ran for two years. The aim was a detailed process analysis in convention sales. In the process, 34 individual process steps were systematically examined. Key data from the analysis:
Funding: Federal research grant, duration 2 years
Analysis: 34 process steps in MICE convention sales
Result: Average process time of 3 hours 47 minutes per project
Efficiency killer: The main causes of delays are system breaks, manual copy-paste and fragmented, non-integrated tools.
This thorough investigation laid the foundation for optimizing processes based on data and exploiting automation potential.
Key findings
Interface complexity: The processes at internal and external interfaces are significantly more complex than expected. A lack of integration of different systems leads to redundant data and delayed processes, which increases the susceptibility to errors.
Routine workload: Recurring manual tasks (e.g. data maintenance, copy-paste offer templates) tie up a lot of time and personnel. This leads to a high operational workload for the convention sales teams.
Limited impact of existing tools: Many of the digital tools that have already been introduced only cover sub-processes and therefore create additional system breaks. This not only increases operational effort, but also frustration in the teams and makes future change processes considerably more difficult.
Automation potential: This is precisely where the greatest opportunities lie: not only standardizable processes can now be automated using AI. The targeted use of smart technologies can save a lot of time and improve quality. This shows that automation can increase both efficiency and productivity(human-in-the-loop approach: technology complements human expertise).
Effects on processes and KPIs
The research results were directly incorporated into the development of new solutions for Rocket 2.0. This is our in-house developed platform that addresses the identified weaknesses. Important implementations:
Rocket 2.0: Digital tool for end-to-end sales. It optimizes quotation workflows, shortens quotation and response times and demonstrably increases the conversion rate. Rocket 2.0 speeds up processes and increases the conversion rate by more than 50%.
MICE DESK Copilot: AI-supported assistance with an individually modular structure that generates automatic analyses and suggestions. However, these suggestions are always checked by one of our Convention Sales Managers and adjusted if necessary ("human-in-the-loop") to ensure customized work for each customer.
Hybrid model: technology and expert knowledge are combined in a targeted manner. Automation is used where it brings the greatest added value, while specialists validate the results and make individual adjustments.
These measures led to measurable improvements in the KPIs: Quotation processing can now be increased exorbitantly and is well below the "24-hour standard". The initial response time, including a qualitative needs analysis, can be completed within a few minutes. At the same time, the success rate (conversion rate) has increased by at least 50%. Hotel partners report significantly faster response times and higher completion rates, demonstrably thanks to the new tools and working methods.
Significance for the industry
The study and its follow-up projects show how the hotel industry can move step by step from analog, fragmented processes to a data-driven, automated workflow. Our MICE DESK team acts as a pioneer in the DACH region: in a very short time, we have established ourselves as the market leader for innovative process optimization with our hybrid approach. This combination of technology and professional expertise is an inspiring example of the digital professionalization of the entire hotel industry. Crucially, research and data-based automation can make traditional processes more efficient and customer-oriented. We believe that this is a model that will drive the industry in the long term.