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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.&nbsp;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.&nbsp;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.&nbsp;Below, you’ll find all the essential details about the campaign and how you can take part to make the most of this opportunity.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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:&nbsp;The booking window for travel distributors will be from 13th November to 3rd December 2026.&nbsp;As for the travel window, customers will be able to travel between 13th November 2026 and 31st December 2027.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;

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Black Friday Campaign for Hoteliers: All You Need to Know

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.&nbsp;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.&nbsp;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.&nbsp;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.

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MarketHub Pulse Review 2026

The MarketHub 2026 | Relive Our Global Travel Industry Event With Exclusive Insights

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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Clarity of objective, more than budget size, is what drives performance.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Register your property&nbsp;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.&nbsp;The two are complementary rather than interchangeable: one earns attention, the other captures it.

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The Right Marketing Strategy for Your Hotel: A Guide to HBX Group's Marketing Solutions 

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.&nbsp;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.&nbsp;Understanding how this wider ecosystem works, and where B2B travel distribution fits within it, is essential for turning access into actual revenue.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Hotel type: Independent properties, small chains, and larger groups often have different needs when it comes to distribution reach, connectivity and support.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.

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How Hotel Distribution Works: B2B Travel Solutions for Hoteliers

For years, the hospitality industry operated on a predictable logic: travellers planned ahead, booked around major events, and saved hotel stays for the big moments. Weddings, anniversaries, milestone birthdays. Travel was an exception, not a rhythm.That logic no longer holds.Today's travellers book trips on impulse, celebrate small wins, and treat a weekend escape as a perfectly valid reason in itself. Travel has become part of everyday life rather than a break from it – and for hoteliers, this creates a powerful opportunity to capture demand that is more frequent, more flexible, and more emotionally driven than ever before.&nbsp;&nbsp;What is the ‘Someday as the Everyday’ travel trend?The "Someday as the Everyday" trend describes a fundamental shift in traveller motivation: rather than waiting for a significant occasion to justify a trip, people are turning everyday emotions, micro-moments, and spontaneous impulses into immediate travel decisions.In practice, this means shorter planning windows, more frequent bookings, and a growing appetite for experiences that offer escape, reward, or connection – without needing a traditional reason to travel.&nbsp;Why are travellers embracing spontaneous travel?Several converging forces are driving this shift. The desire to live in the moment is perhaps the strongest driver. According to HBX Group's Travel Trends Report 2026, 67% of travellers say spontaneity alone is reason enough to take a holiday, while 75% believe they deserve a reward for working hard. Travel has become a form of self-expression and emotional release.Flexible work structures have removed traditional barriers. With remote and hybrid working now the norm for many professionals, travellers have more freedom to move when the mood takes them. Meanwhile, mental wellbeing has become a core travel motivator: travel intent among the 50+ demographic reaches 70%, with 95% agreeing that travel benefits mental health.Technology has also lowered the friction of acting on impulse. AI-powered discovery tools and mobile-first booking platforms mean the gap between inspiration and confirmed reservation has never been shorter. BCG projects leisure travel spending to rise 8% per year through to 2029 – a clear signal this is a structural shift, not a passing phase.&nbsp;What types of travel are driving this trend?Micro-trips and short getawaysWeekend breaks and two- to three-night escapes are becoming the dominant travel format. Trips are shorter but more frequent, giving hotels more opportunities throughout the year to attract the same guest – not just once at peak season.Spontaneous and last-minute travelEmotion-driven decisions are compressing the booking window significantly. Travellers are responding to a feeling, a Friday afternoon, or a social media moment rather than months of planning. This creates both a demand-forecasting challenge and a real opportunity in last-minute inventory pricing.Wellbeing and self-reward travelThe "I deserve this" mindset is generating strong demand for wellness-led stays: spa breaks, digital detoxes, and restorative escapes. This is also where premium upsell opportunities are strongest, as travellers in this mindset are more open to spending on meaningful add-ons.Multigenerational and road trip travelTravel is increasingly used as a tool for connection. Nearly 48% of travellers now travel with both elders and children together, producing larger bookings and longer stays. Road trips are rising sharply alongside this, with 84% of travellers open to carpooling and 67% of parents planning annual RV trips – making well-positioned hotels natural stopover destinations.&nbsp;How can hotels capture spontaneous travel demand?Understanding the trend matters. Acting on it matters more. Here are the most effective ways to adapt:Enable last-minute bookings. Ensure your property is visible, bookable, and attractively priced for short-window searches. A mobile-first booking experience is non-negotiable for this audience.&nbsp;Offer flexible policies. Easy cancellation and modification options directly reduce booking hesitation. Removing friction is as important as removing cost.&nbsp;Create ready-to-book packages. Pre-designed experiences – a wellness weekend, a family escape, a solo city break – reduce decision-making effort for impulse travellers. The less thinking required, the faster the conversion.&nbsp;Position your hotel as a lifestyle escape. Language that speaks to emotion resonates far more strongly with this audience than a list of room features. Think "reset", "reward yourself", "escape now."&nbsp;Optimise for short stays. Dynamic pricing strategies help maximise revenue per available night across fluctuating demand, while operational efficiency ensures profitability on higher-turnover bookings.&nbsp;Build for repeat visits. Loyalty programmes and personalised offers convert a one-time spontaneous booker into a regular guest. This demographic travels often, making retention as commercially valuable as acquisition.&nbsp;Leverage local demand. Staycation interest remains strong. Regional marketing and partnerships with local experiences can attract a consistent nearby audience with minimal booking lead time.&nbsp;Frequent Asked Questions about Spontaneus Travel TrendWhat does "Someday as the Everyday" mean in travel?It refers to the shift where travellers no longer wait for major life events to justify a trip. Instead, they travel in response to everyday emotions, small milestones, or simply the desire for an experience – treating travel as part of their regular lifestyle.Why are travellers booking more spontaneous trips?Key drivers include flexible working arrangements, a stronger focus on mental wellbeing, improved booking technology, and a generational mindset shift that prioritises experiences over deferred plans.How can hotels attract last-minute bookings?By ensuring strong mobile visibility, maintaining flexible pricing for short booking windows, offering easy cancellation policies, and creating pre-packaged experiences that reduce the time between inspiration and booking.What are micro-trips and why are they popular?Micro-trips are short getaways, typically one to three nights, taken more frequently throughout the year. They appeal to travellers who prioritise regular escapes over one annual holiday, driven by a desire for connection, restoration, and reward.How can hotels adapt to shorter, more frequent stays?By using dynamic pricing to capture demand spikes, building loyalty programmes that encourage repeat bookings, and developing packages tailored to short-stay motivations such as wellbeing, spontaneous celebration, or a simple need to recharge.Which traveller segments are most likely to book spontaneous trips?Gen Z and Millennials lead the trend, treating travel as a lifestyle choice rather than a planned event. However, the 50+ demographic is catching up fast, with travel intent at 70% and a strong focus on wellbeing and shared family experiences.How should hotels price rooms for last-minute and spontaneous travellers?Dynamic pricing is essential. Rates should reflect real-time demand, with flexible structures that allow hotels to capture last-minute bookings without leaving revenue on the table. Avoiding overly restrictive minimum-stay requirements can also help convert impulse decisions into confirmed reservations.What role does social media play in spontaneous travel decisions?Significant. Platforms like TikTok and Instagram have become primary travel discovery tools, particularly for younger travellers. A compelling post, a trending destination, or a peer recommendation can trigger a booking within hours – making your hotel's social presence a direct driver of spontaneous demand.&nbsp;The everyday traveller is your next regular guestTravel is no longer reserved for the big occasions. It has become part of how people live, recharge, and connect – and the frequency and emotional depth of this demand is only growing.&nbsp;The properties that adapt their offering, operations, and messaging to meet spontaneous travellers will capture more bookings, more often, from guests who return.&nbsp;HBX Group's B2B hotel solutions connects hoteliers with approximately 60,000 travel distributors across more than 135 markets, helping you reach high-value, experience-driven travellers at scale.&nbsp;Register your property

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‘Someday as the Everyday’ – How Spontaneous Travel is Reshaping Hotel Demand

As distribution becomes increasingly accessible, travel businesses face a new challenge: standing out in environments where buyers are presented with hundreds of competing options.&nbsp;So how can travel players stand out?&nbsp;In this episode of the HBX Group Podcast we are joined by Leo Moulinas, our Director of Marketing at HBX Group, to explore how Marketing as a Service (MaaS) is helping travel businesses create demand, improve relevance, and strengthen their commercial performance.&nbsp;Watch the full episode below:&nbsp;Key takeaways you can expect from this episode of the HBX Group PodcastThe 'visibility challenge' in modern travel - why even well-distributed travel products can struggle to gain attention.Distribution vs demand generation - why relevance has become the key to standing out.Optimising visibility and conversion - ensuring products resonate with travel sellers and buyers alike.How travel agents make decisions for their clients - the factors that can influence hotel selection, from content to positioning and pricing.&nbsp;Putting data-driven marketing in action with the HBX Group Marketing Suite.&nbsp;Reflecting on the importance of data-driven marketing strategies, this episode explores how visibility alone is no longer enough. Success depends on reaching the right audience, at the right moment, with the right message.&nbsp;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.&nbsp;Access HBX Group solutions today

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The HBX Group Podcast: Demystifying Distribution

[PODCAST] Reach, Relevance, Results: MaaS in Action

Building a more connected and efficient way to manage travel distribution end-to-endIn our previous edition, we shared enhancements focused on pricing flexibility, inventory access, direct sales and hotel operations – helping businesses improve competitiveness and streamline day-to-day workflows.The latest releases continue that evolution, with new capabilities designed to improve how travel products are sourced, sold and managed, how bookings and payments are handled, and how hotel operations are coordinated – reducing operational effort while giving businesses greater visibility and control.&nbsp;1. SMARTER DISCOVERY AND SELLINGDiscover, compare and sell inventory more efficiently while managing complex booking scenarios with greater clarity and control.&nbsp;Manage multi-service bookings with greater clarity: Clearly identify which services are secured and which are not, allowing Hotelbeds and Bedsonline prepaid and credit clients to review and book alternative options, enabling more informed decisions at the time of booking.&nbsp;Boost competitiveness with exclusive Accor rates: In addition to existing offers, Hotelbeds and Bedsonline clients now gain access to promotional rates provided by Accor, with clear visibility of stay conditions and restrictions, making it easier to offer competitive prices at search.&nbsp;Automate flight group operations: Quote approvals, pricing updates propagation, financial setup and payment tracking are now automated for Easy Market users managing flight groups, improving turnaround times and operational visibility.&nbsp;Improve inventory accuracy with intelligent scanning: Intelligent scanning allows Hotelbeds and Bedsonline Discovery API clients to automatically identify and refresh hotel price and availability changes, maintaining highly accurate inventory while optimising infrastructure usage and supporting broad product visibility.&nbsp;2. SEAMLESS JOURNEYSBuild, manage and share complete travel experiences with greater ease and flexibility.&nbsp;Bring all trip components into a single, shareable itinerary: By bringing hotels, transfers, activities and externally booked services together in a single itinerary, Bedsonline and Hotelbeds web clients can provide travellers with real-time updates and access to all trip details in one place.&nbsp;Amend transfer bookings without cancelling and rebooking: As an alternative to cancelling and recreating reservations, Bedsonline and Hotelbeds Transfers API clients can now update transfer booking details directly, reducing manual work while keeping changes aligned with the original booking.&nbsp;3. EFFORTLESS TRANSACTIONSSimplify payment operations with greater automation, visibility and control.&nbsp;Pay and get paid through a digital wallet powered by FinPay: As an alternative to traditional bank transfers, the FinPay eWallet allows eligible HBX Group credit clients and direct-contract hoteliers to manage payments, track transaction status and access invoices in one place, while benefiting from additional services such as financing and foreign exchange solutions.4. NEXT-GEN HOTEL OPERATIONS&nbsp;Reduce manual processes and create more consistent ways to manage guests, operations and revenue across Civitfun and Roiback capabilities.&nbsp;Improve booking synchronisation and group check-in coordination: Civitfun keeps bookings synchronised with hotel systems in real time while giving agencies the ability to manage digital group check-in through shared workflows, improving coordination and reducing manual front desk processes.&nbsp;Extract and reuse guest identity data across check-in processes: Civitfun allows guest identity data to be extracted directly from ID documents and reused throughout the check-in journey, reducing manual input and improving data consistency.&nbsp;Enhance how offers, experiences and upselling are managed across the booking journey: New Roiback capabilities provide more flexible configuration, improved visibility and expanded sales touchpoints, supporting more targeted campaigns while increasing conversion and revenue opportunities.&nbsp;Elevate Loyalty Strategies and Guest Engagement: Roiback enables hotels to combine Loyalty 360 with enhanced loyalty capabilities, including advanced integrations and enrolment during check-in, supporting a more strategic approach to guest engagement beyond discount-led programmes.&nbsp;Optimise digital marketing performance with AI-powered insights: OdysseIA helps hotels leverage predictive audiences and advanced attribution models to invest marketing budgets more efficiently, improve campaign performance and grow direct channel revenue.&nbsp;Continuing to improve what matters for youTogether, these updates make it easier to navigate the operational reality of travel distribution – from sourcing and combining inventory to managing bookings, payments and hotel operations.Further improvements are already underway, with a new wave of capabilities rolling out soon to address more complex, high‑impact needs across the travel lifecycle.Your input continues to shape these priorities. If you have ideas or feedback, you can share them through our Product Innovation channel – helping guide the improvements that matter most to your business. Click the banner to share your thoughts.&nbsp;Haven't registered with us yet? Here's why you should partner with HBX GroupHBX Group is connecting and empowering businesses in the ever-evolving world of travel.By delivering fast and reliable access to a global network of interconnected products and services, we empower choice for partners, while removing friction from the end-to-end travel experience.&nbsp;190+ source markets.Over 60,000 travel distributors in our network.Products in 170+ countries.An expansive global portfolio – 250,000+ properties and 23,000+ experiences.Powerful travel booking platforms that handle 7 billion searches per day.1000+ support agents for on-hand, expert advice and guidance.&nbsp;Experience for yourself our best-in-class platforms, and bespoke B2B travel solutions, dedicated to your growth.&nbsp;&nbsp;Register now&nbsp;

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Quarterly Product Update, July 2026

HBX Group Quarterly Product Update | July 2026

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?&nbsp;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.&nbsp;Listen to the full episode to unpack practical insights on this topic for yourself:&nbsp;&nbsp;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.&nbsp;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.&nbsp;Join the HBX Group ecosystem today&nbsp;

[PODCAST] Global Travel Distribution: Local Challenges and Market Nuances

Sustainable travel is no longer just a trend -it’s becoming a regulatory and commercial imperative for the hospitality industry.&nbsp;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.&nbsp;&nbsp;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.&nbsp;&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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&nbsp;This means that transitioning away from single-use plastics is no longer optional - it’s essential for compliance and long-term competitiveness.&nbsp;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:&nbsp;A clearly defined sustainability strategy can differentiate your hotel from competitors.&nbsp;Certification through recognised programmes boosts your visibility and credibility among eco-conscious travellers.&nbsp;Your property could become eligible for our Certified Hotels Programme, giving you access to increased visibility across our global network of travel distributors.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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:&nbsp;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.&nbsp;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.&nbsp;&nbsp;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.&nbsp;Use recyclable paper for wrapping bathroom amenities, reusable bathroom cups, reusable fabric laundry bags, and paper containers for takeaways, among others.&nbsp;Offer biodegradable rubbish bags that are more environmentally friendly alternatives. Make sure that they’re truly biodegradable.&nbsp;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.&nbsp;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.&nbsp;For extra support, consider partnering with sustainability consultants who specialise in reducing single-use plastics in hospitality settings.&nbsp;Why Plastic Free July matters for your hotelJuly represents a unique opportunity to accelerate your sustainability strategy.&nbsp;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:&nbsp;Showcase sustainability actionsIncrease visibility among eco-conscious travellersAlign with global demand peaks for responsible travel&nbsp;By taking action now, you position your property at the forefront of a movement that is gaining momentum across the entire travel industry.&nbsp;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.&nbsp;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:&nbsp;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&nbsp;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.&nbsp;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.&nbsp;&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;

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Single-Use Plastic-Free Hotels: A Practical Guide to Attracting Eco-Conscious Travellers

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.&nbsp;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:&nbsp;Travel agenciesTour operatorsTravel management companies (TMCs)Wholesale travel distributors&nbsp;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.&nbsp;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.&nbsp;This sustained presence can contribute to stronger long-term performance across key markets.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;&nbsp;Register your property

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The Role of B2B Marketing in Hotel Growth Beyond Distribution

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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;A simplified example looks like this:&nbsp;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:&nbsp;A hotel makes rooms, rates, and availability available through its property management system, channel manager, or connectivity partner.&nbsp;A B2B distribution partner receives and aggregates that inventory.&nbsp;The inventory is distributed through a network of travel agencies, tour operators, travel management companies (TMCs), and other travel sellers.&nbsp;Travellers book through those partners.&nbsp;Booking information flows back through the distribution chain to the hotel.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Diversified demand sources: A broader distribution mix reduces reliance on any single booking channel and helps create a more resilient business.&nbsp;Improved occupancy: B2B channels can help hotels attract demand during need periods and shoulder seasons when occupancy may be lower.&nbsp;Faster market expansion: Hotels can enter new geographical markets and traveller segments more quickly through established distribution networks.&nbsp;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.&nbsp;HBX Group also supports hoteliers through advanced connectivity solutions, data-driven insights, and commercial tools that help optimise performance across the travel distribution ecosystem.&nbsp;Our approach combines technology, expertise, and market intelligence to help hotels improve visibility, access new demand sources, and strengthen our overall hotel distribution strategy.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;Register your property

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What is B2B Travel Distribution? A Hotelier’s Guide to Global Demand

Travel has traditionally been about reaching a destination. Today, however, many travellers are placing just as much value on the journey itself. From the moment they begin researching a trip to the experiences they enjoy after check-out, travellers increasingly expect every stage of their journey to feel seamless, meaningful, and personalised.Driven by advances in AI, growing demand for immersive travel experiences, and changing consumer expectations, travel is becoming more connected than ever. Travellers want curated travel experiences that remove friction, create memorable moments, and make every part of the trip feel worthwhile.For hoteliers, this shift presents a significant opportunity. Rather than serving solely as accommodation providers, hotels can become journey curators, helping guests plan, navigate, and enhance their entire travel experience while unlocking new revenue streams and building stronger loyalty.&nbsp;&nbsp;What is “the journey as the experience” travel trend?The journey as the experience is a travel trend in which the planning, transportation, transitions, and experiences surrounding a trip become just as important as the destination itself.Travellers increasingly value continuity, storytelling, personalisation, and convenience throughout their journeys. Whether travelling by luxury train, embarking on a multi-stop itinerary, or booking experiential travel packages through a hotel, guests want every touchpoint to feel connected and purposeful.For hoteliers, this represents both a behavioural shift and a commercial opportunity.What does journey-led travel look like in practice?Integrated travel experiences (rail, cruise, and multi-stop journeys)The slow travel trend continues to gain momentum as travellers seek more meaningful ways to explore destinations. Rather than rushing between locations, many are embracing scenic rail journeys, cruises, and curated multi-stop itineraries that make travel itself part of the adventure.Luxury train experiences such as rail-and-hotel combinations demonstrate how accommodation and transport can work together to create a seamless narrative. These experiences appeal to travellers seeking prestige, authenticity, and a slower pace of travel.For hotels, participating in integrated journeys can position the property as part of a larger experience rather than a standalone booking.&nbsp;Hotels as journey plannersIncreasingly, travellers are willing to trust hotels with more than accommodation. Guests are looking for expert recommendations, personalised itineraries, transport coordination, and carefully curated local experiences. They increasingly expect a single, connected experience rather than a collection of separate bookings, with accommodation, transport, activities, dining, and local discovery working together seamlessly.Hotels are uniquely positioned to deliver this because they already sit at the centre of the guest experience. By helping guests organise transport, excursions, dining, and local activities, properties can evolve from simply being places to stay into trusted travel partners. Extending their role beyond the room and into the broader travel journey allows hotels to create greater convenience for guests while strengthening loyalty and increasing opportunities for ancillary revenue.The benefit is significant: hotels maintain greater ownership of the customer relationship while creating additional opportunities for revenue generation and deeper guest engagement.&nbsp;Seamless pre- and post-stay experiencesMany guest frustrations occur before check-in or after check-out. Long waits, luggage challenges, transfer uncertainty, and awkward travel connections can negatively affect an otherwise excellent stay.&nbsp;Forward-thinking hotels are addressing these pain points through services such as:&nbsp;Airport, rail, or cruise terminal transfersEarly check-in and late check-out optionsSecure luggage storageDay-use roomsShower and refresh facilitiesDedicated journey support teams&nbsp;By simplifying travel logistics, hotels can create a truly seamless travel experience that enhances guest satisfaction and strengthens loyalty.Curated local and immersive journeysTravellers increasingly want authentic, locally rooted experiences that help them connect with destinations on a deeper level.Hotels can respond by offering immersive travel experiences that showcase local culture, nature, food, and history. Guided heritage walks, culinary tours, wildlife excursions, cultural storytelling experiences, and niche interest itineraries all help create richer guest experiences.These curated travel experiences differentiate properties from competitors while supporting local communities and creating memorable moments that guests are more likely to share and recommend.&nbsp;Opportunities for hoteliers: how to capitalise on the journey economy1. Position your hotel as a journey partnerShift marketing messages beyond accommodation. Highlight how your property helps guests discover, navigate, and experience the destination from start to finish.2. Create bundled and commissionable travel productsDevelop experiential travel packages that combine accommodation with transport, tours, attractions, dining experiences, and local activities. These packages simplify decision-making for travellers while increasing booking value.3. Partner with transport and experience providersCollaborate with rail operators, cruise companies, transfer providers, tour operators, and destination management companies. Strategic partnerships enable hotels to offer comprehensive travel solutions without managing every component directly.4. Monetise the full guest journeyThe guest journey creates numerous opportunities for ancillary revenue. Transfers, excursions, premium itineraries, exclusive experiences, and concierge services can all contribute to higher spend per booking.5. Use data and personalisationGuest preferences provide valuable insight into travel behaviour. Hotels can use this information to recommend tailored experiences, personalised itineraries, and relevant upgrades.AI-powered recommendations can further enhance the experience by helping guests discover activities and services that match their interests.6. Simplify logistics to add valueSometimes the greatest luxury is convenience. Journey briefings, personalised recommendations, digital itineraries, and dedicated travel planners can transform a complex trip into a stress-free experience.The easier the journey feels, the more valuable the hotel becomes.&nbsp;Frequently asked questionsWhat does “the journey as the experience” mean in travel?“The journey as the experience” refers to a travel mindset where every stage of a trip – including planning, transport, accommodation, and local experiences – contributes to the overall travel experience.Why are travellers choosing slow and curated journeys?Many travellers want deeper connections with destinations, reduced travel stress, and more meaningful experiences. The slow travel trend prioritises quality, immersion, and personal enrichment over rushing between locations.How can hotels become part of the travel journey?Hotels can offer transport services, curated itineraries, local experiences, travel planning assistance, and personalised recommendations that extend beyond the stay itself.Can hotels really act as travel planners?Yes. Many travellers already trust hotels for local recommendations. Expanding this role to include transport coordination, activity planning, and curated experiences can strengthen guest relationships and create additional revenue opportunities.How can hotels monetise the guest journey?Hotels can generate revenue through transfers, guided tours, experiential travel packages, premium concierge services, destination partnerships, and personalised upselling throughout the traveller lifecycle.&nbsp;Travel is no longer just about the destinationThe way people travel continues to evolve. Increasingly, guests are seeking journeys that are seamless, curated, and memorable from beginning to end.For hoteliers, this presents an opportunity to move beyond accommodation and become active participants in the entire travel experience. Those that embrace journey curation can differentiate their offerings, increase ancillary revenue, and build stronger, longer-lasting guest relationships.As traveller expectations continue to evolve, hotels that position themselves as trusted journey partners will be best placed to capture demand and create lasting value.Explore how HBX Group helps hoteliers connect with global demand, enhance distribution strategies, and create exceptional guest experiences through our solutions for hoteliers.&nbsp;Register your property

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The Journey as the Experience: How the Slow Travel Trend is Changing Hotel Guest Expectations

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