Salesforce and Inspire Partner to Transform MICE Business with AI

Salesforce, a leading cloud-based customer relationship management (CRM) company, has announced a partnership with Inspire Entertainment Resort (Inspire) to drive AI-powered transformation in the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. The collaboration aims to overhaul the B2B sales model in hospitality and MICE by integrating AI-driven decision-making systems. Inspire will adopt Salesforce’s Sales Cloud across its entire MICE B2B sales team to establish a data-driven sales management framework.

Inspire has amassed extensive data on event reservations and sales through Delphi, a solution by Amadeus. By combining this data with Salesforce’s customer and sales activity insights, the resort plans to create a unified sales system that tracks every stage of the sales process, from initial inquiries to final bookings. The goal is to enhance sales forecasting, strategy development, and operational efficiency.

The partnership will progressively evolve into an Agentic Sales environment, where AI will analyze accumulated data to provide sales insights and uncover new business opportunities. Wan-woo Lim, MICE sales director at Inspire, emphasized the need for the industry to transition from reliance on experience and relationships to a data-driven approach, leveraging AI to gain a competitive edge. Se-jin Park, head of Salesforce Korea, highlighted the importance of integrating on-the-ground experience with data to foster growth in the AI era.