Innovation and AI in the hotel industry

OpenClaw is the most-discussed AI project of the year. This article sets out what Agentic AI in hospitality actually means and where hotels should focus their attention.

MICE is the internationally established term for business-motivated events: Meetings, Incentives, Conferences, and Exhibitions/Events. In the hotel industry, MICE represents a distinct economic sector with a global market volume in the trillions of US dollars and a direct impact on room occupancy, F&B revenue, and overall profitability.

Most hotels do not know which marketing measure triggered their last MICE or conference booking in convention sales. Inquiries land in the mailbox, are processed, won or lost, without anyone knowing which channel actually worked.

ITB Berlin is the international meeting place for innovation, exchange, and future topics in the travel and hospitality industry. MICE DESK will be exhibiting again this year, demonstrating how modern automation really works in MICE and convention sales today.

Generative AI has long been part of everyday life. But the reality is sobering: 95% of companies do not achieve a measurable return on investment.

The figures speak for themselves: digital booking platforms are playing an increasingly visible role in the MICE segment. However, as clear as this use is, its significance for the strategic development of the hotel industry is ambivalent.

Anyone who thinks that a horde of monkeys is running uncontrollably through the digital jungle at MICE DESK is only half wrong. Because the monkeys really do exist. Only they're not sitting in a tree, but in the cloud.

Digitalization in convention sales is not just a technology issue. It is a profound change in culture and efficiency, and it begins precisely where processes come to a standstill and people are overloaded.

Digital transformation has reached almost every industry - and yet the hospitality industry faces unique challenges: Skills shortages, inefficient processes and the difficulty of integrating new technologies into existing systems.

The hotel industry is on the brink of technological change. With the advent of Robotic Process Automation (RPA), a world of new opportunities is opening up to modernize processes, increase efficiency and revolutionize the customer experience.