Latest News34% of Travel Leaders Cite Technology Fragmentation as the Sector’s Biggest Challenge, According to a survey conducted by HBX Group during the MarketHub Asia 2026
London, 18 February 2026 — Following the latest edition of MarketHub Asia, HBX Group (HBX.SM), a leading B2B travel technology marketplace, unveils the results of a survey conducted among its more than 450 attendees, including sector opinion leaders, hotels, travel distributors and OTAs. The resultsoffer a data-driven snapshot of the travel industry’s priorities, growth barriers and investment focus for 2026.
Fragmentation, not demand, is the industry’s biggest challenge
When asked about the single biggest challenge facing the travel sector, 34% of respondents cited technology fragmentation across the industry, making it the most significant structural concern. The resultsindicate that the sector's biggest constraint is not demand, but the growing complexity of integrating systems across multiple channels and partners.
This ranked ahead of volatility and cost pressures (24%), talent shortages (15%), and even the acceleration of AI agents in travel (15%).
When examining growth barriers, 31% identified intensifying competition across channels as their primary constraint, followed by 27% who cited the complexity of integrating technology. Rising costs (13%) and talent shortages (13%) were viewed as secondary pressures.
AI investment accelerates as companies prioritise structural modernisation
Despite these constraints, respondents are confident in existing technology stack’s ability to keep pace with evolving demand,, with 59% selecting levels 4 or 5. However, only 19% rated themselves at the highest confidence level, and the overall score was 3.7 out of 5, suggesting the industry sees opportunity for this to improve further.
At the same time, budget allocation signals a decisive shift toward technological reinvention. For 2026, 38% of respondents plan to prioritise investment in AI, data and automation, while a further 25% will focus on technology modernisation and platform scalability. In total, nearly two-thirds of planned investment is directed toward digital infrastructure and intelligence capabilities.
Personalisation ambition meets integration reality
The survey highlights a maturity gap in delivering personalised experiences at scale. When asked about their greatest challenge, 32% cited difficulties integrating data across systems, while a further 32% highlighted challenges in proving return of investment. Inflexible legacy systems (17%) and budget constraints (16%) were also identified as limiting factors.
The balance between automation and human interaction further reflects this transitional phase. Respondents rated their organisation’s approach at an average of 3.5 out of 5, with 53% selecting level 4. This suggests that while the industry appears to be moving toward a hybrid model, it has not yet fully optimised the balance.
A sector entering structural reinvention
The survey results echo themes raised during MarketHub Asia by Javier Cabrerizo, Chief Strategy, Transformation & AI Officer at HBX Group, who described the travel industry as entering a new phase defined by structural reinvention. As Cabrerizo explains: “What this data shows is that the industry is no longer constrained by demand, it is constrained by complexity. Fragmented systems and integration challenges are limiting our ability to scale intelligence. The companies that solve orchestration will define the next phase of growth. The acceleration of AI is not just an innovation trend, it’s a structural necessity. But AI layered on top of fragmented infrastructure will not deliver transformation. Integration is the real competitive advantage.”
Taken together, the findings suggest the sector is moving beyond a recovery mindset and into a new era where integration, intelligent execution and scalable AI will define the next generation of travel leaders.
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About HBX Group
HBX Group is a leading global B2B travel technology marketplace that owns and operates Hotelbeds, Bedsonline, The Luxurist, Roiback and Civitfun. We offer a network of interconnected travel technology products and services to partners including online marketplaces, tour operators, travel advisors, airlines, loyalty programmes, destinations, and travel suppliers.
Our vision is to simplify the complex and fragmented travel industry through a combination of cloud-based technology solutions, curated data, and a broad portfolio of products designed to maximise revenue. HBX Group is present in more than 170 countries and employs more than 3,500 people worldwide. We are committed to making travel a force for good, creating a positive social and environmental impact.
HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchange, ISIN:GB00BNXJB679.
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