In the Utrecht district of Oog in Al lies SOIA: a beach bar and event venue where summer never feels far away. Guests come year-round for drinks, dinners and company events. From intimate birthdays to large group bookings: at SOIA, it's all about enjoying the moment together by the water, in a relaxed atmosphere with personal attention for every guest.
But behind that effortless guest experience lies an operational challenge. How do you make sure group requests, reservations and all those phone calls run smoothly, without overwhelming your team? SOIA found the perfect match: the smart combination of MICE Operations and Bonnie.
From scattered systems to seamless planning
“In the past, one of us spent the entire day on the phone,” says Renske, assistant manager at SOIA. “Reservations, questions, last minute changes to the schedule: everything came in over the phone and ended up in different places. Sometimes we had to dig through endless emails to find out what was actually agreed.”
Those days are over. With MICE and Bonnie, all calls and requests are automatically routed through the right workflow. Bonnie handles dozens of calls a day and guides guests directly through MICE’s online RFP tool. “It easily saves us ten calls a day,” Renske explains. “Especially during busy moments, that makes a huge difference.”
It saves us at least ten calls a day. Especially during peak times, that makes a huge difference.
Renske, assistant manager at SOIA
More time for genuine hospitality
While MICE centralises all event requests and proposals, Bonnie ensures no opportunity slips through the cracks. A guest calling to discuss an event is automatically directed to MICE, and their request lands in the system. If that same guest calls back later, Bonnie recognises the number and links it to the existing request.
The benefit is not only operational efficiency, it's a calmer, more guest-focused team. With less phone pressure, there is more room for personal contact. "The system takes repetitive tasks off our hands,” says Renske. “Everything is in one place, so there’s less double work. That gives us time back to focus on our guests and the events themselves.”
Automate without losing the human touch
According to Mark, marketing manager at Bonnie, this is only the beginning. “In hospitality, teams are often buried in repetitive and time-consuming tasks. Yet guests expect 24/7 availability and instant answers. Bonnie bridges that gap.”
The connection with MICE makes this even stronger: every group request is handled in an organised way, no leads are lost, and venues gain valuable insights into their biggest sales opportunities.
Automate where possible, so teams have more space for personal contact. That is the future of hospitality.
Mark, marketing manager at Bonnie
And the future? “At Bonnie, we believe in a connected hospitality ecosystem,” says Mark. “Reservation systems, MICE and AI will share real-time data. That means hyper-personalised guest experiences and smarter occupancy management. Automate where possible, so teams have more time for truly personal service.”
Automation as the foundation
For SOIA, combining MICE and Bonnie has truly changed the game. Less manual work brings more structure and overview. But the real value lies in what it brings to the team and the guests: calmer operations, better hospitality, and a seamless flow from the first call to the final booking.
