Grow your business with the leading B2B travel marketplace

Black Friday is the biggest shopping event of the year – and it's also a key date for the travel industry. Each year, travellers know they will find exceptional discounts for their future trips. For many, Black Friday is the perfect moment to book those holidays or experiences they’ve been waiting for all year. And how does HBX Group contribute to this? We satisfy this growing seasonal demand by offering the best deals to our extensive network of travel distributors. This is where your property comes in. To help boost hotel room sales, we are once again launching our successful Black Friday campaign – one of the most popular among our hotel partners. Below, you’ll find all the essential details about the campaign and how you can take part to make the most of this opportunity. HBX Group’s Black Friday campaign: Why it’s good for your propertyTo begin with, offering attractive deals during these campaigns is an excellent way to attract guests who tend to stay longer, come from distant markets, and spend more on average.Participating in our hotel marketing campaigns also gives your property visibility to over 60,000 travel distributors worldwide – including travel agencies, tour operators, airlines, banking institutions, and more.How do we do it?We implement a wide range of promotional actions, including mass email campaigns, banner placements on our booking engines, dedicated landing pages, and social media promotion, among other initiatives. In this way, we leverage proven campaign activation strategies to reach a global audience eager to take advantage of this highly beneficial campaign. Targeted exposure: We use smart data and local insights to connect your hotel with the right type of traveller, at the right time, with the right offer – helping you stand out where it matters most. Increased visibility: The better your offer aligns with the campaign’s focus, the more exposure you’ll receive across our targeted hotel marketing solutions, including landing pages, sales emails, banners, and more – all in multiple languages and promoted in over 190 countries. Open to all hotels: Our campaigns are open to any property that meets the relevant criteria – regardless of size, category, or location. Whether you’re a boutique retreat, a city business hotel, or a luxury resort, Black Friday is your chance to increase room nights, attract new guests, and appeal to travellers seeking extraordinary deals on extraordinary stays. Communication channels: Clients will see your property featured across landing pages, banners within Bedsonline’s booking engine for retail agencies and Hotelbeds’ platform for wholesale clients, sales emails, newsletters, and social media campaigns, among other channels. Track your impact: After the campaign, you’ll receive a performance report comparing your results with similar hotels that didn’t participate – helping you measure your return clearly and effectively. Need more reasons to join? Last year, hotels that took part in our Black Friday campaign achieved an average 50% increase in bookings compared to those that didn’t. All the details you need to knowHere are the key dates and details to help you make the most of HBX Group’s Black Friday campaign: The booking window for travel distributors will be from 13th November to 3rd December 2026. As for the travel window, customers will be able to travel between 13th November 2026 and 31st December 2027. If you already work with HBX Group, you will receive detailed information by email about this campaign very soon, as well as guidance on how to take part. In just 2 clicks, you’ll be able to join it. This way, no lengthy processes or manual intervention are required, and terms will automatically be loaded into your contract. If you haven’t registered yet, now is the perfect time to maximise your partnership with us. Simply click below, complete the form, and we’ll get in touch to guide you through the onboarding process – so you can start distributing your rooms as soon as possible. The Black Friday campaign is one of our key global initiatives, but it’s not the only one. As an HBX Group partner, you’ll receive regular updates about upcoming global and regional campaigns, such as Valentine's Day, along with the conditions required to participate. On average, hotels that join our campaigns gain a significant competitive advantage over similar properties in their area that don’t take part. It’s a fantastic opportunity to stand out – whether you’re offering everyday comfort or a touch of luxury. Sign up now and get the most out of this year's Black Friday campaign. 

Travel Industry Outlook - Insights from the MarketHub 2026What is the state of travel and technology in 2026? From rapid technological advancements to shifting customer preferences, industry players must move fast - not only to keep the pace, but to pave the road towards a frictionless future.At the MarketHub: UNLOCKED, HBX Group partners, thought leaders and industry trailblazers gathered to reimagine the possibilities of a sector facing profound change. Discover how it all unfolded in your free copy of MarketHub Pulse Review, available to access below.Why the MarketHub is one of the must-attend travel industry events of the yearAcross the 2026 cycle, players from across the industry explored how technology can uncover untapped potential, how data drives meaningful action, and how connection and empathy are key to inspiring dynamic partnerships.With guest speakers ranging from Amadeus to Zytlyn, with many more in between (not least Oxford Economics, AWS and renowned futurist John Sanei), the agenda was packed full of valuable insights from titans spanning the length and breadth of this vibrant sector.More than just a travel trade show, the MarketHub is a must-attend corporate travel event, weaving together thought-provoking keynotes, high-value networking opportunities, and memorable destination experiences that showcase the culture, hospitality and connections that prove that tourism is a sector unlike any other. See the highlights from our Bali, Malta and Punta Cana events in the magazine now.What the MarketHub revealed about the travel sector in 2026 and beyondIt's time to move from data to direction:Travel has never had more data at its disposal, but the challenge is no longer collecting information – it's acting on it. Across the MarketHub 2026, speakers explored how AI, real-time intelligence and better connectivity are helping businesses turn signals into decisions, identify opportunities sooner and respond to changing traveller behaviour with greater confidence. In the AI era, travel is still very human:As artificial intelligence reshapes every stage of the customer journey, one message emerged consistently across the event: technology works best when it enhances human expertise, rather than replaces it. The future of travel will be built on trust, authenticity and meaningful connections, with AI helping businesses create better experiences while keeping people at the centre. The age of the individual is upon us:Traditional traveller segments are giving way to a more personal understanding of customer needs. From fandom tourism and live events to passion-led travel and personalised experiences, brands are increasingly being challenged to understand the motivations behind each booking and build offers around the traveller, not the category. Key takeaways from travel leaders and industry expertsThe travel industry enters the second half of the decade with no shortage of challenges, from volatility and rising costs to growing technological complexity. Yet the conversations that shaped MarketHub 2026 were overwhelmingly optimistic: demand remains resilient, innovation continues at pace, and new technologies are creating opportunities to connect travellers, partners and destinations in more meaningful ways than ever before.Download your complimentary copy of MarketHub Pulse Review 2026 to explore exclusive interviews with HBX Group CEO Nicolas Huss and futurist John Sanei, and discover data-backed insights from top travel industry players. This is your essential guide to the ideas, opportunities and innovations shaping the TravelTech sector in 2026 and beyond.

Hotels compete in a market that is more fragmented than ever, spread across metasearch, OTAs, travel agencies, direct channels, and industry events. Marketing budgets, though, remain finite. For most hoteliers, the challenge is not a lack of options: it is knowing which marketing solutions actually match a specific business goal. Spend on the wrong channel and even a strong campaign will underdeliver. This guide takes a goal-led approach to travel marketing solutions, matching five common commercial objectives to the right advertising strategies within the HBX Group Marketing Suite, so budget goes towards outcomes rather than activity. Why choosing the right marketing strategy mattersNot every marketing action produces the same result. A campaign built for visibility will not, by itself, generate bookings, and a tool designed to capture booking intent will do little for awareness in a market you have not yet entered.In B2B travel marketing, this distinction matters more than it does in consumer categories, because the audience – travel sellers, agencies, and tour operators – is buying on behalf of someone else and moving through its own decision stages. Treating all marketing spend as interchangeable is one of the most common causes of wasted budget. The starting point for any effective strategy is clarity: define the commercial objective first, then select the marketing solutions company and tools built to deliver it. Clarity of objective, more than budget size, is what drives performance. How to choose the right marketing solution for your hotel goalsRather than working through a list of products, use this section as a decision-making framework. Identify which of the five objectives below best matches where your hotel is now, then use the recommended solutions as your starting point.Goal 1: Increase brand visibility and awarenessThis goal suits new openings, rebranding, entering new markets, or promoting seasonal campaigns where the priority is getting your property in front of buyers before they start comparing options.Display advertising for hotels places native display ads in front of travel sellers as they browse HBX Group's platforms, reaching them during the discovery phase rather than the booking phase. Creative services complement this by shaping the visuals and messaging behind each campaign, so creative campaigns land with more impact and hold attention for longer. Together, these two solutions build awareness before demand is active, laying the groundwork for later conversion.Goal 2: Capture demand at the moment of bookingOnce travel sellers are actively comparing properties, awareness alone is not enough; the objective shifts to being chosen. Sponsored listings deliver premium visibility within HBX Group search results, placing your hotel more prominently in front of high-intent buyers at the exact point they are deciding. This is one of the most direct pay-per-click advertising services for hotels available in the B2B channel: you pay for visibility that sits right at the decision stage, increasing the likelihood your property is the one selected. Goal 3: Increase demand in targeted marketsSome hotels need to grow bookings from specific source markets rather than globally. Here, the same Marketing Suite solutions apply with a tighter geographic focus.Display advertising can be targeted by region, building awareness among travel sellers in the source markets that matter most to your hotel.Sponsored listings then reinforce this by boosting visibility whenever buyers in those locations search for accommodation. Used together, these travel advertising strategies let hoteliers concentrate spend where it generates the most relevant demand, rather than spreading a campaign thinly across markets that are not a priority.Goal 4: Generate direct bookings through your own channelsFor hotels focused on reducing reliance on third-party channels, the objective is different again: driving B2C demand straight to the hotel's own website. The HBX Group's digital marketing agency, Roiback, is a travel digital marketing agency built specifically for this. Its scope covers campaign strategy, audience targeting, paid media execution, creative development, and performance optimisation, delivered as a full digital marketing for hotels service rather than a single tool.Where the earlier goals concentrate on the B2B network, this one is squarely B2C, using paid and owned media to strengthen a hotel's direct channel alongside its wider distribution strategy.Goal 5: Strengthen presence within the travel industryMarketing does not only happen online. Building relationships with the travel trade, agencies, tour operators, and wholesalers remains a core part of B2B travel marketing. Event sponsorships give hoteliers visibility at HBX Group events such as MarketHub, putting them in front of key decision-makers in person.As a form of travel event marketing, sponsorship packages support long-term brand positioning within the industry in a way digital advertising strategies alone cannot replicate, building the trust that supports every other channel. Combining marketing solutions for better resultsHotels rarely need just one solution; the strongest results tend to come from combining them across the funnel. Display campaigns build awareness, Sponsored listings capture booking demand, creative services ensure campaigns stand out, digital marketing agency campaigns generate direct bookings, and event sponsorships strengthen industry relationships.Used as separate tactics, each solution delivers a partial result. Used together, they form a full-funnel travel marketing solutions approach that supports visibility and performance at the same time.A hotel launching in a new market, for example, might pair display advertising with event sponsorships, then add sponsored listings once demand starts to convert. How HBX Group supports your marketing strategyHBX Group's Marketing Suite sits within a wider distribution ecosystem, giving hoteliers direct exposure to the same network of travel sellers they already work with, rather than a separate, disconnected advertising platform. That means marketing solutions are backed by data on how travel sellers search, compare, and book, and aligned with each hotel's commercial objectives from the outset.HBX Group is not simply offering marketing tools. Rather, we enable strategic marketing execution within the booking journey itself, so campaigns work alongside distribution rather than in isolation from it. Register your property Frequent Asked Questions about HBX Group's Marketing SolutionsHow do I choose the best marketing strategy for my hotel?Start with your commercial objective, awareness, booking conversion, market expansion, direct bookings, or trade relationships. Then match it to the solution built for that goal, rather than choosing a tool first.Which marketing solutions drive the most bookings?Sponsored listings and the digital marketing agency sit closest to the booking itself, since both target buyers who are already searching or are ready to book, whereas display advertising and event sponsorships build the awareness that supports bookings later.Can I combine different marketing tools effectively?Yes. Most hotels see stronger results from a full-funnel approach that combines visibility tools like display advertising with conversion tools like sponsored listings, supported by creative services and, where relevant, event sponsorships.What is the difference between display advertising and sponsored listings?Display advertising builds awareness earlier in the journey, when travel sellers are still discovering options, using native display ads across HBX Group's platforms. Sponsored Listings work later, giving your hotel premium visibility once travel sellers are actively comparing properties and close to booking. The two are complementary rather than interchangeable: one earns attention, the other captures it.

Every hotel is now competing for attention inside a network it does not control. Between global distribution systems, travel agencies, tour operators, metasearch engines, and specialist wholesalers, a single property can appear across dozens of channels at once, each with its own audience and its own commercial logic. This is the reality of modern hotel distribution: reach has become easier to gain, but harder to convert into bookings. Getting a room in front of a travel seller is only the first step. The real challenge is being chosen, when hundreds of other properties sit in the same channel, at the same moment, competing for the same guest. Understanding how this wider ecosystem works, and where B2B travel distribution fits within it, is essential for turning access into actual revenue. What is B2B travel distribution in the hotel industry?B2B travel distribution refers to the process of selling hotel inventory to other businesses, rather than directly to travellers. Instead of marketing rooms to consumers itself, a hotel makes rates and availability available to intermediaries, who then distribute that inventory through their own networks. In its simplest form, the model looks like this: a hotel makes inventory available, a B2B distribution partner aggregates it, a travel seller such as a travel agency, tour operator, or travel management company sells it on, and the traveller books. In practice, the journey is usually more layered, involving several technology providers, connectivity partners, and distribution platforms working together behind the scenes. This is why B2B hotel distribution is best understood as an ecosystem, rather than a single channel. Distribution alone does not guarantee bookings, though. Being available within a B2B channel gives hotels access to demand, but with many competing properties in the same network, visibility and positioning still need to be actively managed. How hotels can increase visibility within B2B channelsOnce a hotel is connected to a hotel distribution network, the next challenge is standing out within it. A handful of practical actions can make a meaningful difference to how often a property is shortlisted and booked:Optimising contentComplete, accurate and well-presented property information – including photography, amenities, and policies – helps travel sellers compare properties quickly. Incomplete listings are often overlooked in favour of better-documented alternatives. Competitive pricingRate positioning relative to comparable properties in the same market influences how often a hotel appears in search results and how likely it is to be selected. Targeted campaignsMany global distribution partners, including HBX Group, offer promotional tools that help hotels increase exposure during key booking windows, such as low-demand periods or new market launches. Building relationshipsMaintaining regular contact with distribution partners and account managers helps hoteliers stay informed about market trends, buyer behaviour and opportunities to improve performance within the network. Key types of B2B travel solutions for hoteliersB2B travel solutions typically fall into a handful of broad categories, each serving a different part of the distribution process.Distribution platformsDistribution platforms connect hotel inventory to networks of travel sellers, including travel agencies, tour operators, and wholesalers. They typically aggregate demand from multiple buyer types through a single connection, giving hotels access to a wide network of B2B distributors without contracting with each one individually.Connectivity and integrationsConnectivity solutions, including APIs and channel managers, link a hotel's property management system directly to distribution platforms. Hotels can leverage these hotel connectivity solutions to keep rates, availability, and inventory synchronised in real time, reducing manual work and the risk of overbooking.Demand generation solutionsSome distribution partners offer visibility tools within their own platforms, such as sponsored placements or promotional campaigns. These are designed to help specific properties stand out among the many options travel sellers see within the same network.Data and optimisation toolsData and analytics tools give hoteliers insight into booking patterns, market performance, and rate positioning. Hotels can use these insights to refine pricing, identify underperforming channels and understand where additional demand generation may help. How to choose the right B2B strategy for your hotelNot every B2B solution suits every property. Choosing the right combination depends on several factors specific to each hotel. Hotel type: Independent properties, small chains, and larger groups often have different needs when it comes to distribution reach, connectivity and support. Target markets: Hotels seeking to grow international demand may prioritise partners with a wide global network, while those focused on domestic or regional guests may look for more localised reach. Business objectives: Whether the priority is filling shoulder-season occupancy, diversifying demand sources, or reducing reliance on a single channel will shape which solutions matter most. Taking time to define these priorities before selecting partners helps ensure your distribution strategy supports your broader commercial goals, rather than simply adding another channel to manage. Where HBX Group fits in the B2B travel ecosystemHBX Group is one of the businesses operating within this wider B2B travel distribution ecosystem. As a global travel technology company, we connect hotels with a network of around 60,000 travel distributors across more than 170 markets, including travel agencies, tour operators, and wholesalers. Alongside distribution, HBX Group offers marketing capabilities designed to help hotels increase visibility within our network. Through our Marketing Suite, hotels can access display advertising, sponsored listings and event sponsorships, as well as broader support through a digital marketing agency and creative services for property content. Together, distribution and marketing form part of a wider set of solutions for hoteliers, covering connectivity, data, and demand generation. For hoteliers exploring how a B2B distribution partner might fit into your own strategy, understanding this fuller picture, rather than any single product, is the most useful starting point. Frequent Asked Questions about B2B solutions for hoteliersWhat are B2B solutions in the hotel industry?B2B solutions are products and services that help hotels sell inventory to other businesses, such as travel agencies, tour operators, and wholesalers, rather than directly to travellers. They typically include distribution platforms, connectivity tools, marketing solutions, and data services.How can hotels increase bookings through B2B channels?Hotels can increase bookings by optimising property content, maintaining competitive rate positioning, taking part in targeted promotional campaigns, and building strong relationships with distribution partners and account managers.How does B2B travel distribution work for hotels?A hotel makes rates and availability available to a distribution partner, which aggregates that inventory and makes it available to a network of travel sellers. Those sellers then sell the accommodation on to travellers, and booking data flows back through the chain to the hotel.How do B2B solutions support demand generation in new markets?B2B solutions can help hotels reach new markets by connecting them with distribution partners that already have established networks of travel sellers in those regions, reducing the time and effort needed to build demand from scratch.What is a hotel distribution network?A hotel distribution network is the combined set of channels through which a property's rooms are made available to buyers, including direct booking, B2C platforms such as OTAs, and B2B partners that connect hotels with travel agencies, tour operators, and other travel sellers.