Latest NewsHBX Group gathers travel leaders at MarketHub Europe as demands proves resilient despite global uncertainty
London, 23 April 2026.- HBX Group (HBX.SM), a leading B2B travel technology marketplace, has broughttogether in Malta around 500 senior leaders from across the travel ecosystem under a shared focus: how to unlock growth in an environment defined by volatility, changing demand and increasing complexity.
For Nicolas Huss, CEO at HBX Group, the concept of “Unlocked” reflects a shift from ambition to execution. “Unlocking is about real possibilities—making things happen in practice. What matters is bringing the right people together to tackle the right challenges and turn those conversations into action.”
That focus on execution comes at a time when the industry is operating in a more uncertain environment. Data presented by David Goodyear at Oxford Economics points to moderating global growth driven by geopolitical tensions and rising cost pressures. Yet despite this backdrop, travel demand continues to show strong resilience, with forecasts showing around 6% global growth. Rather than stepping back, travellers are adjusting their behaviour—opting for closer destinations, modifying trip duration and becoming more value-conscious—while continuing to prioritise travel overall.
This shift is already playing out across Europe. As highlighted during the regional update session by David Amsellem, Chief Distribution Officer at HBX Group, alongside Rebecca Brett, Managing Director Retail at HBX Group, and Jorge Cortes, Wholesale Regional Director Europe at HBX Group, demand is increasingly driven by intra-regional travel, with Southern European destinations continuing to outperform and emerging Mediterranean markets gaining traction as travellers seek new experiences and better value. In this context, growth is less about expansion into new markets and more about unlocking deeper value within existing ecosystems, where collaboration across data, demand signals and product integration becomes critical.
Responding to this shift requires a more connected approach to distribution. As the industry becomes more complex, the ability to reduce fragmentation and improve how supply and demand interact is emerging as a defining factor of success. Artificial intelligence is playing a central role in this transition—not as a replacement for existing players, but as a layer that helps connect systems, simplify integration and support better decision-making across the value chain.
This is particularly relevant as the industry continues to address long-standing friction points across the traveller journey. Despite years of investment in technology, many experiences remain fragmented, limiting efficiency and consistency for both travellers and partners. As discussed during the sessions, addressing this challenge will depend not only on technology, but on stronger collaboration across the ecosystem—moving from isolated capabilities towards more integrated, end-to-end solutions spanning accommodation, mobility, experiences and payments.
In this evolving landscape, collaboration is becoming a key driver of growth. Rather than competing in isolation, there is increasing alignment around partnership models based on transparency, shared incentives and joint value creation, enabling all participants in the ecosystem to benefit from demand.
Despite ongoing uncertainty, the overall outlook remains cautiously optimistic. Travel continues to demonstrate strong resilience, supported by structural demand and evolving consumer expectations. “Travel is an incredibly strong industry, but also a fragile one,” Nicolas Huss concluded. “The opportunity lies in working together—combining technology, data and partnerships to build a more connected and resilient ecosystem.”
For more than 13 years, MarketHub has been connecting the global travel and tourism sector. Each year, over 1,400 participants from 50 markets attend HBX Group’s exclusive, invite-only events, which have become one of the most anticipated B2B gatherings in the industry. The event brings together senior decision-makers from tour operators, travel advisors, hotel chains and technology providers from around the world to explore the trends shaping the future of travel.
For more information, please visit https://www.hbxgroup.com/markethub.
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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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