Latest NewsHBX Group and Dida Holdings Sign a 7 Year Strategic Partnership to Strengthen Global Distribution and Unlock New AI Led Demand Channels
London, 12th February 2026.-HBX Group, a leading global B2B TravelTech marketplace, announced today a seven‑year preferred strategic partnership with Dida Holdings, the global AI-first travel distribution platform. The partnership establishes HBX Group as a preferred global supply partner within Dida’s distribution ecosystem. Together, the two companies will build a more integrated, technology‑driven foundation for how international travel demand, particularly from China and Asia, is sourced, managed, and scaled over the coming decade.
HBX Group and Dida create a powerful combination of global supply strength and AI‑driven, high‑growth demand.
As China’s leading B2B travel platform, Dida provides HBX Group with direct access to one of the world’s most advanced digital travel markets and ensures HBX Group’s inventory is embedded into fast‑expanding AI‑led, mobile‑first demand channels.
At the same time, HBX Group enhances Dida’s proposition with a broad, high‑quality global portfolio, including premium and hard‑to‑source properties, supported by rich content and attributes that improve the performance of Dida’s AI recommendation engines.
Together, the companies benefit from deep technology alignment, multi‑channel reach, and the ability to meet rising traveller expectations for personalised, experience‑led journeys across China, Asia and the world.
Daryl Lee, CEO of Dida Holdings, said: “As travel distribution enters an AI-led, machine-to-machine era, long-term alignment matters more than breadth. This partnership reflects deliberate choices about how we build at an infrastructure level - not just the products we transact with. Together with HBX Group, we are laying down a foundation designed for the next decade of global travel.”
David Amsellem, Chief Distribution Officer of HBX Group, added: “Dida represents a unique convergence of China leadership, AI-ready distribution, and global reach. By formalising this long-term partnership, we are positioning our supply to perform where travel demand is heading, not where it has been.”
Built for the AI Era
As travel shifts rapidly toward AI‑driven, machine‑to‑machine distribution, both companies share the belief that long‑term competitive advantage will be built through deep technology alignment, not just broader transaction volume. The collaboration is designed for a world where travel discovery, pricing, and fulfilment are increasingly automated and optimised in real time.
By combining Dida’s leadership in China, AI-native demand capabilities and multi‑channel reach with HBX Group’s strong global supply, content, and fintech capabilities, the partnership creates a next‑generation distribution engine built for scale and reliability.
Joint Innovation Beyond Accommodation
The partnership also lays the groundwork for broader innovation areas beyond traditional hotel distribution. Both companies will collaborate on fintech and payment solutions that reflect the unique requirements of China’s digital ecosystem and aim to improve cross‑border transaction efficiency and traveller experience.
They will also explore cross‑market technology development, with HBX Group supporting localisation for China and APAC, while Dida contributes its expertise in AI and automation to help scale next‑generation capabilities globally.
Finally, the partnership includes joint development of future‑ready distribution models designed for agent‑based booking, real‑time optimisation and fully automated decision‑making. This positions both companies at the forefront of an industry that is rapidly shifting toward AI‑led commerce.
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About HBX Group
HBX Group is a leading global B2B travel technology company and the owner of brands such as Hotelbeds, Bedsonline, The Luxurist, Roiback and The Civitfun. It offers a network of travel technology products and services, connecting travel businesses such as online marketplaces, tour operators, travel agents, airlines, loyalty programmes, destinations and travel suppliers.
HBX Group’s mission is to simplify the complex and fragmented travel industry through a combination of cloud‑based technology solutions, data and a comprehensive product portfolio designed to maximise revenue. HBX Group operates in more than 170 countries and employs over 3,500 people worldwide. The Group maintains a strong commitment to making tourism a force for good, creating positive social and environmental impact.
HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchanges, ISIN: GB00BNXJB679.
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www.hbxgroup.com
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About Dida
Founded in 2012 and headquartered in Shenzhen, Dida is a global AI-first travel technology group that combines the scale and innovation of China with the diverse needs of international travel partners. By leveraging advanced AI platforms, automation and data insights, Dida delivers smarter solutions that help partners improve efficiency, strengthen engagement, and accelerate growth.
As the No.1 B2B player in China and a leader across APAC, Dida is uniquely positioned as the premier gateway between China, APAC, and the global travel ecosystem. Through its core business lines - Dida Hotels, Dida Flights, Dida Go and Dida Experiences - The company connects high-quality travel content from hotels, airlines, and ancillary providers to the world’s travel agencies, TMCs, tour operators, OTAs, and wholesalers - integrating deep partnerships with cutting-edge technology.
