Latest NewsHBX Group report shows AI adoption grows across travel distribution but scaling remains a challenge
The State of AI in B2B Travel Distribution research reveals 65% of travel distributors are already using AI, though many are still at an early stage of implementation
London, 6 May 2026.- HBX Group (HBX.SM),a leading B2B travel technology marketplace, has published its latest intelligence report, The State of AI in B2B Travel Distribution, offering a closer look at how artificial intelligence is actually being used across the industry today.
The report is based on proprietary survey data from HBX Group’s global client base —including retail travel agents, tour operators and wholesalers across its platforms— capturing the perspective of those managing bookings, customers and operations on a daily basis.
What emerges is an industry that has clearly embraced AI, but is still figuring out how to make the most of it. According to the findings, 65% of respondents are already using AI in some form. More than half (55%) see it as critical or very important to their future success. And importantly, the experience so far is largely positive, with 64% saying AI is already having a positive impact on their day-to-day work.
However, these figures also point to a more nuanced reality. In many cases, AI is being used in a targeted way to speed up content creation or support customer interactions, rather than being fully embedded into how businesses operate. The gap between experimenting with AI and truly relying on it remains significant.
Javier Cabrerizo, Chief Strategy, Transformation & AI Officer at HBX Group, said: “The barriers we are seeing — particularly around trust, training and usability — point to a broader shift in where the challenge now sits. This is no longer about access to AI. The technology is already available and evolving rapidly. The real challenge is adoption at scale: prioritising where value lies, embedding AI into day-to-day workflows, and building the confidence to use it effectively.”
That gap is also reflected in the barriers respondents highlight. The biggest challenges are not about access to technology, but about how to use it properly — from lack of training and support to questions around trust and the usability of existing tools.
In other words, the tools are there. The question is how to apply them in a way that actually delivers value.
Looking ahead, the direction is clear. There is growing interest in more advanced, operational use cases —particularly those that can simplify complex processes and improve efficiency in core workflows.
The report suggests that the next phase of AI adoption in travel will be defined not by experimentation, but by execution and by how effectively businesses can translate intent into real, measurable impact.
The State of AI in B2B Travel Distribution is now available to downloadhereand explores these trends in more detail, including how adoption varies across regions, which use cases are gaining traction, and what is still holding the industry back.
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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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