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How does successful global travel distribution depend on balancing global scale and local relevance?... And how can travel distributors succeed as global players with this in mind? In this episode of the HBX Group Podcast, we are joined by Javier Cabrerizo, Chief Strategy, Transformation and AI Officer, and Joaquin Garcia Martinez, Wholesale Strategic Execution Director and HBX Group, as they share their views on travel distribution techniques and strategies. Listen to the full episode to unpack practical insights on this topic for yourself:  Key takeaways you can expect from this episode of the HBX Group PodcastThe growing importance of balancing global brand consistency with local authenticity.How AI, automation, and real-time personalisation are impacting global and regional travel distribution.How regional behaviours, payment systems, and channels impact strategy.Why compliance is essential for trust, transparency, and long-term success.How HBX Group is enabling partners to scale globally while staying locally relevant. Register with HBX Group to stay in the loop:With more conversations just like this to come, become part of the wider HBX Group ecosystem to keep up to date, explore the topics shaping the future of travel and technology, and access a range of interconnected solutions for global travel distributors to help you succeed in today's travel distribution landscape. Join the HBX Group ecosystem today 

Sustainable travel is no longer just a trend -it’s becoming a regulatory and commercial imperative for the hospitality industry. From 2026 onwards, new EU regulations will progressively phase out single-use plastic amenities and packaging, requiring hotels to transition towards reusable and refillable systems.  In line with this year's World Environment Day, which focuses on the need for urgent climate action under the theme 'Inspired by Nature. For Climate. For Future,' it is ever-more important that hoteliers address the environmental impact of their operations, particularly when it comes to reliance on single-use plastics.  Plastics are not only a major source of pollution, but also contribute significantly to greenhouse gas emissions throughout their life-cycle. Taking action to reduce or eliminate them is therefore a key step toward decarbonisation and long-term resilience in the hospitality sector.At the same time, traveller expectations continue to evolve. Sustainability is now a key booking driver, with guests actively seeking and favouring eco-friendly stays.With global initiatives like Plastic Free July accelerating awareness and demand, there has never been a better moment for hotels to take action. Why do guests prefer plastic-free hotels?Sustainability has shifted from a “nice to have” to a decisive factor in booking behaviour. Today’s travellers increasingly prioritise eco-friendly accommodation — and are willing to pay more for it.A plastic-free hotel is no longer defined solely by eliminating visible single-use items, but by redesigning operations around reusable, refillable systems and minimising plastic use across the entire supply chain, and implementing circular economy practices within their establishments.At the same time, distribution platforms and corporate travel buyers are favouring properties with clear sustainability credentials, making plastic reduction not only an environmental priority but also a driver of visibility, conversion and revenue. People now expect the brands they engage with to reflect their values. This includes how hotels address sustainability. According to Statista, 81% of travellers state that sustainable travel is important to them, and 74% want travel companies to offer more sustainable options. Furthermore, 65% say they’re more likely to book accommodation with recognised sustainability certifications.Also worth noting: 56% of people consider reducing single-use plastics a personal priority, and these habits often extend to their travel choices. Beyond meeting guest expectations, ignoring plastic pollution can have reputational consequences. A hotel’s credibility may suffer if there is no clear commitment to reducing plastic waste. That’s why sustainability - particularly when it comes to plastic - isn’t just good ethics; it’s good business. What’s changing in 2026: new EU rules for hotelsFrom 2026, hotels operating in the EU will need to comply with new regulations targeting single-use plastics in hospitality.These include:The removal of single-use toiletry bottlesRestrictions on single-use packaging such as condiment sachetsA shift towards refillable and reusable systemsWaste reduction and reuse targets across operations This means that transitioning away from single-use plastics is no longer optional - it’s essential for compliance and long-term competitiveness. How can plastic-free initiatives benefit your properties?Whether you manage a boutique hotel or a major chain, transitioning away from single-use plastics takes effort - but the benefits are considerable.Helping the planet is reason enough, but there are other compelling advantages: A clearly defined sustainability strategy can differentiate your hotel from competitors. Certification through recognised programmes boosts your visibility and credibility among eco-conscious travellers. Your property could become eligible for our Certified Hotels Programme, giving you access to increased visibility across our global network of travel distributors. In addition, governments around the world are introducing stricter regulations around plastic usage. By taking proactive steps now, you’ll stay ahead of compliance requirements and avoid costly last-minute changes. However, all these benefits depend on communication. If you don’t clearly share your sustainability initiatives - including the elimination of single-use plastics - you may miss the opportunity to connect with your ideal audience. As mentioned in our article on the importance of certified sustainable hotels, only one third of hotels are communicating their sustainability efforts, such as implementing alternatives for single-use plastics. To make an impact, you need to let travellers know what you’re doing - and why it matters. No matter what the size of your hotel, small actions can make a big change. Are you lacking in ideas? Keep reading, as we provide you with some valuable tips. Practical steps for hotels to embrace sustainabilityThere’s one thing that you should take into account to help you reach your goal in the most seamless way possible: it’s necessary to educate your suppliers and employees to better understand how important this purpose is and how they can easily commit to it.For example, you could start by creating a working group where employees from the departments using single-use plastics participate. In this working group, it would be beneficial to identify all single-use plastics in your operations and try to propose alternatives.But it doesn’t stop there: it’s also important to chat with your suppliers and explain your aim to reduce plastic in your properties. They may be able to help you with the task by giving you ideas of which options they have available, such as multi-use items or products made of responsible materials.Here are a few practical changes to begin your plastic-free transition: 7 Essential tips for eliminating single-use plastics in hotelsRemove plastic water bottles. Offer refillable glass or metal bottles, and install modern water bottle filling stations for guests - fast, efficient and eco-friendly. Modern versions of these stations can refill a one-litre bottle in 10 seconds to minimise queues, whilst other stations cut off the water after 20 seconds to prevent wastage. Switch to bulk bathroom amenity dispensers. Offer shampoo and gel packaged in wall-mounted refillable dispensers to ensure alignment with EU regulations on hotel amenities.  Offer non-plastic slippers that are washed in-house and reused. For commonly provided single-use items such as stirrers, shoe shiners, razors, combs, sewing kits, and plastic packaging materials, move from single-use items to sustainable alternatives, or consider providing these items on demand to reduce waste. Use recyclable paper for wrapping bathroom amenities, reusable bathroom cups, reusable fabric laundry bags, and paper containers for takeaways, among others. Offer biodegradable rubbish bags that are more environmentally friendly alternatives. Make sure that they’re truly biodegradable. Choose tableware and cutlery made from durable, biodegradable materials and rethink food and beverage packaging. For example, cut down on plastic straws and replace them with bamboo. Engage suppliers, not just operations. Most single-use plastic items are being distributed by suppliers, and one of the most effective ways of implementing large-scale changes is at the source. Encouraging suppliers to change their packaging designs, for example, ensures that these sustainable alternatives are actioned in a trickle-down manner. For extra support, consider partnering with sustainability consultants who specialise in reducing single-use plastics in hospitality settings. Why Plastic Free July matters for your hotelJuly represents a unique opportunity to accelerate your sustainability strategy. Plastic Free July is a globally recognised initiative that mobilises millions of travellers and businesses around reducing plastic waste. For hotels, it’s a key moment to: Showcase sustainability actionsIncrease visibility among eco-conscious travellersAlign with global demand peaks for responsible travel By taking action now, you position your property at the forefront of a movement that is gaining momentum across the entire travel industry. Today, you can join 6,300+ hotels in our portfolio already marked as single-use plastic-free, alongside 18,000+ certified sustainable properties benefiting from increased visibility and demand across our network. Getting started is simple - and the impact is immediate. Our Partner Portal will be your ally: to gain a prime position in front of over 60,000 travel agents and their clients, mark your hotel as single-use plastic free by following these steps: Log into the Partner PortalSelect ‘Hotel Info’ and click on 'General Information'After clicking ‘About Hotel’, scroll to the section titled ‘Things to Keep in Mind’Tick the ‘Single-use Plastic Free’ box Log in today and update your hotel in just a few clicks - and make sure you don’t miss the opportunity to stand out during Plastic Free July. Final considerationsYou can take one step further when it comes to communicating your commitment to sustainable practices. HBX Group’s Certified Hotels Programme aims to identify and provide enhanced visibility to partner hotels that are certified and accredited according to the rigorous criteria of the Global Sustainable Tourism Council (GSTC) or that have sustainability programmes aligned to these criteria.  Travalyst, a global coalition of travel businesses and brands, is also helping to streamline and scale the provision of sustainability information to meet growing demand for sustainable travel from travellers and the business travel world alike. Travalyst also constitutes our certification criteria, as a benchmark within the industry. Have a look at this step-by-step guide on how to join this certified sustainable hotel initiative, and begin to cater to a real demand by helping travel bookers to identify those properties committed to sustainability. Once you’ve completed these steps, you’ll be visible under the ‘Sustainable Certification' filter in our Booking Engine. But this won’t be the only benefit - you’ll also be eligible for relevant, sustainability-focused campaigns, in which we will push sustainable hotels to our clients. Still need to register your hotel with us? It's easy, free, and in a short time, your property will be seen by a worldwide network of 60,000 travel distributors. 

Today’s hotel distribution landscape is more connected than ever. Through global distribution partners, hotels can access vast networks of travel sellers, including travel agencies, tour operators, online travel providers, and travel management companies across multiple markets.This expanded reach creates significant opportunities, but it also introduces a new challenge. As more hotels join global travel ecosystems, competition for attention increases.Distribution remains the foundation of commercial success. It connects hotels to demand and makes inventory available to travel buyers worldwide. However, B2B marketing adds another important layer by helping properties stand out, increase hotel visibility, and influence purchasing decisions within the distribution chain. The reality of B2B travel distribution for hotelsModern distribution gives hotels access to an extensive network of travel sellers and booking channels. Through partners such as HBX Group, hotels can connect with thousands of buyers across global source markets, creating opportunities to reach travellers they may never have accessed directly.Yet access alone does not guarantee visibility.In many destinations, travel sellers can choose from hundreds, or even thousands, of accommodation options. This challenge is particularly significant for independent hotels, newly opened properties, and lesser-known brands competing against established names with strong market recognition.So, how do you ensure that travel sellers find your property and choose it over competing options?The answer lies in combining distribution with strategic marketing. Distribution provides reach and access to demand. B2B marketing helps elevate your property within that ecosystem, making it easier for travel sellers to discover, evaluate, and select your hotel.What is B2B marketing in hospitality?B2B marketing in hospitality refers to marketing activities aimed at travel sellers rather than end travellers.Instead of targeting consumers directly, B2B travel marketing focuses on the businesses that influence and generate bookings. These may include: Travel agenciesTour operatorsTravel management companies (TMCs)Wholesale travel distributors The objective is to influence booking decisions within the travel distribution chain. By increasing awareness, visibility, and engagement among travel sellers, hotels can improve their chances of being recommended and booked.In this way, B2B marketing for hotels complements distribution by helping properties become more visible and attractive within the marketplace. How B2B marketing supports your distribution strategyWin visibility in competitive destinationsOne of the biggest challenges facing hotels is standing out within crowded destinations.Travel sellers often compare numerous properties before making recommendations or completing bookings. Effective hotel distribution marketing helps hotels gain greater prominence within these competitive environments.By increasing visibility during the discovery phase, hotels can improve their chances of being shortlisted and selected.Capture high-intent demandUnlike broad consumer advertising, B2B marketing allows hotels to engage travel sellers while they are actively researching and booking accommodation.This means marketing activity reaches decision-makers at a highly relevant point in the buying journey. The result is greater opportunity to influence bookings when purchase intent is already high.For hotels seeking measurable commercial outcomes, this can be a highly effective approach.Increase exposure in priority marketsMany hotels have specific geographic markets they want to grow.Whether the goal is attracting more European travellers, expanding into emerging source markets, or supporting a regional growth strategy, B2B marketing can help focus attention where it matters most.Targeted travel marketing solutions allow hotels to align marketing activity with broader commercial objectives and market expansion plans.Accelerate demand during key periodsDemand patterns change throughout the year. Hotels often need additional support during low-demand periods seasonal campaigns, renovation relaunches, or property openings.Strategic advertising strategies can help generate awareness and demand during these critical moments, with targeted campaigns providing an opportunity to increase exposure when additional bookings can have the greatest impact on performance.Strengthen presence in strategic marketsMarketing is not only about immediate results. Consistent visibility helps build familiarity and recognition among travel sellers over time. The more frequently buyers encounter a hotel within their workflow, the more likely it becomes part of their consideration set. This sustained presence can contribute to stronger long-term performance across key markets. How B2B marketing works within the HBX Group ecosystemWithin the HBX Group ecosystem, marketing is integrated directly into the travel buying journey.Rather than relying solely on external advertising channels, hotels can position themselves within the platforms and workflows that travel sellers already use to search, compare, and book accommodation. This creates a full-funnel approach that supports the entire buyer journey, from initial discovery through to booking.The value of this approach extends beyond visibility alone. It allows hotels to secure strategic positioning at moments when travel sellers are actively making decisions.It is also worth noting that travel sellers often generate higher-value bookings, including longer stays, package bookings, and travellers seeking curated experiences. Reaching these buyers effectively can therefore contribute to both occupancy and revenue goals.HBX Group Marketing Suite: B2B marketing solutions for hotelsThe HBX Group Marketing Suite is designed to help hotels achieve specific distribution objectives through targeted marketing activity.Display advertisingDisplay advertising for hotels helps increase visibility across the HBX Group ecosystem.Through banner placements, native display ads, and targeted promotional opportunities, hotels can reach travel sellers during the discovery phase of the booking journey. These solutions are designed to increase awareness and support consideration among relevant audiences.Sponsored listingsSponsored listings provide a performance-driven way to improve visibility. By securing premium placement within Hotelbeds and Bedsonline search results, hotels can increase exposure precisely when travel sellers are actively searching for accommodation options.This makes sponsored listings a valuable tool for properties seeking greater visibility and stronger booking performance.Event sponsorshipsTravel event marketing remains an important component of relationship building within the industry. Event advertising opportunities, including sponsorships at MarketHub and other leading industry events, allow hotels to connect directly with travel buyers, strengthen brand awareness, and support business development efforts in strategic markets. Beyond B2B marketing: additional marketing capabilitiesTravel digital marketing agency servicesHotels often require support beyond distribution-focused marketing. Through a travel digital marketing agency approach, hotels can implement broader demand-generation strategies, improve direct booking performance, and coordinate activity across multiple digital channels.These services help create a more comprehensive marketing strategy that supports both direct and indirect revenue objectives.Creative services for hotelsCompelling content plays a vital role in attracting attention and driving engagement. Creative services for hotels can include photography, video production, visual assets, and other content designed to strengthen property presentation.High-quality creative content can improve performance across distributor platforms, increase engagement among travel sellers, and support stronger conversion outcomes.Frequent asked questions about B2B marketingWhat is B2B marketing in the travel industry?B2B marketing promotes products and services to travel businesses such as agencies, tour operators, wholesalers, and TMCs. The goal is to influence buying decisions within the travel distribution chain.How does B2B marketing help hotels increase bookings?B2B marketing increases visibility among travel sellers, helping hotels stand out during the booking process and improving the likelihood of being selected and booked.What is the difference between B2B and B2C marketing in hospitality?B2C marketing targets travellers directly, while B2B marketing targets the businesses that influence and facilitate travel bookings. These include travel agencies, tour operators, travel management companies, and wholesale travel distributors.How can hotels improve visibility among travel sellers?Hotels can improve visibility through targeted B2B marketing activities such as display advertising, sponsored listings, event sponsorships, and other travel marketing solutions integrated into distribution platforms. If you’re interested in learning more about how to leverage B2B marketing for your property, fill in the form below. One of our account managers at HBX Group will get in touch with you to explain all the details so you clearly understand the value of this partnership.  Register your property

For hotels, attracting demand has become increasingly complex. Travellers discover, research, compare, and book accommodation through a growing number of channels, platforms, and travel providers. As a result, hotel distribution is no longer simply about selling rooms. It is about connecting with the right travellers through the right partners at the right time. This is where B2B travel distribution plays a critical role. Behind many hotel bookings sits a network of travel businesses working together to connect accommodation suppliers with travellers around the world. For hoteliers, understanding how B2B distribution in hospitality works is essential for building an effective hotel distribution strategy, expanding market reach, and reducing dependence on any single booking source. This guide explains what B2B travel distribution is, how it works, and why it remains one of the most important components of modern hotel distribution channel management.What is B2B travel distribution?B2B travel distribution refers to the process through which travel products and services are sold from one business to another, rather than directly to consumers. In the hospitality sector, this typically involves hotels making inventory available to intermediaries in the travel industry, who then distribute that inventory through their own networks and sales channels. A common misconception is that B2B travel distribution is a single channel. In reality, it is an interconnected travel distribution ecosystem made up of multiple organisations, technologies, and distribution partners working together. A simplified example looks like this: In practice, the journey is often more complex, involving multiple layers of connectivity, technology providers, distribution platforms, and travel sellers.How does B2B travel distribution work?At its core, B2B travel distribution enables hotels to distribute inventory to thousands of travel sellers through a limited number of strategic connections.The process typically follows several steps: A hotel makes rooms, rates, and availability available through its property management system, channel manager, or connectivity partner. A B2B distribution partner receives and aggregates that inventory. The inventory is distributed through a network of travel agencies, tour operators, travel management companies (TMCs), and other travel sellers. Travellers book through those partners. Booking information flows back through the distribution chain to the hotel. Technology plays a critical role throughout this process. APIs, connectivity platforms, and distribution systems help move inventory efficiently across the network while keeping rates and availability up to date. Rather than contracting individually with hundreds or thousands of travel sellers, hotels can leverage intermediaries in the travel industry to achieve global reach at scale. What are hotel distribution channels?A successful hotel distribution strategy typically includes a mix of channels rather than relying on a single source of demand. Some of them include:Direct distributionDirect distribution includes bookings made through a hotel’s own website, reservation centre, mobile app, or sales team. These channels give hotels greater control over the guest relationship and can help improve profitability.B2C distributionBusiness-to-consumer distribution generally refers to Online Travel Agencies (OTAs) and other consumer-facing booking platforms. These channels offer strong visibility and broad consumer reach.B2B distributionB2B travel distribution connects hotels with travel businesses that sell accommodation to travellers through their own networks. This channel provides access to international markets, specialist traveller segments, corporate travel buyers, and organised travel programmes that may be difficult to reach through direct or B2C channels alone. Types of B2B players in the travel distribution ecosystemBedbanksBedbanks aggregate hotel inventory and distribute it through extensive networks of travel partners worldwide, helping hotels access a broad range of travel sellers through a single connection.HBX Group is an example of how the sector has evolved beyond traditional bedbank functions. Today, HBX Group operates as a broader travel technology ecosystem, combining distribution, connectivity, data, marketing, and travel services to help connect supply and demand.WholesalersWholesalers traditionally contract hotel inventory in bulk and resell it to travel agencies, tour operators, and other travel sellers. Many wholesale functions have become integrated into modern B2B distribution platforms and bedbanks.Retail travel agenciesRetail travel agencies sell travel products directly to end travellers. Many agencies source hotel inventory through B2B partners, giving them access to a wide range of accommodation options without having to contract directly with individual hotels.B2B distribution platforms and networksDistribution platforms and agency networks connect accommodation suppliers with large communities of travel sellers. These networks help hotels scale distribution efficiently while maintaining access to specialist markets and customer segments.Travel management companiesTMCs support business travel programmes for organisations around the world. They often rely on B2B travel distribution partners to access hotel inventory globally. Why is B2B travel distribution important for hotels?B2B distribution in hospitality delivers several important benefits for hotels:Access to global demand: Hotels can reach travellers across multiple regions and source markets without building individual relationships with every travel seller. Diversified demand sources: A broader distribution mix reduces reliance on any single booking channel and helps create a more resilient business. Improved occupancy: B2B channels can help hotels attract demand during need periods and shoulder seasons when occupancy may be lower. Faster market expansion: Hotels can enter new geographical markets and traveller segments more quickly through established distribution networks. Operational efficiency: Working with strategic distribution partners simplifies contracting, connectivity, and ongoing channel management.How HBX Group supports B2B travel distribution for hotelsHBX Group helps hotels connect to a global network of travel sellers through a scalable and technology-enabled distribution model. Our distribution strategy is designed to give hotels access to a broad range of travel businesses, including travel agencies, tour operators, corporate travel providers, and distribution networks across more than 170 markets. HBX Group also supports hoteliers through advanced connectivity solutions, data-driven insights, and commercial tools that help optimise performance across the travel distribution ecosystem. Our approach combines technology, expertise, and market intelligence to help hotels improve visibility, access new demand sources, and strengthen our overall hotel distribution strategy. We also offer solutions that support marketing visibility and traveller engagement, helping hotels maximise value throughout the customer journey. Explore HBX Group's solutions for hoteliers to see how it fits your distribution mix. Frequent Asked Questions about B2B Travel DistributionWhat is a B2B hotel distribution partner?A B2B hotel distribution partner connects hotels with travel businesses such as travel agencies, tour operators, and corporate travel providers.How do B2B hotel partnerships help increase occupancy?B2B partnerships provide access to additional demand sources, new geographic markets, and specialist traveller segments.What are the leading players in B2B travel distribution?The most reliable B2B travel distribution companies include bedbanks such as HBX Group, alongside platforms like Expedia Partner Solutions, Virtuoso and Travel Leaders Group. Major TMCs such as American Express Global Business Travel also represent significant B2B demand.What is B2B in the travel industry?B2B refers to business-to-business relationships where travel products and services are sold between organisations rather than directly to consumers.What is a B2B travel platform?A B2B travel platform is a technology-enabled system that connects travel suppliers and travel sellers, enabling inventory distribution, booking management, and commercial transactions at scale.Start connecting to global demandB2B travel distribution is an ecosystem of intermediaries, each reaching segments that only direct or OTA (for example) channels cannot. Used as part of a balanced hotel distribution strategy, it diversifies demand, protects your direct channel and delivers guests who book earlier, stay longer and cancel less. If you’re interested in learning more about how to leverage B2B travel distribution for your property, fill in the form below. One of our account managers at HBX Group will get in touch with you to explain all the details so you clearly understand the value of this partnership. Register your property