Latest NewsHBX Group reveals how the travel industry is adapting to volatility at MarketHub Europe
London, 29 April 2026.-Insights from an industry pulse survey conducted around MarketHub Europe by HBX Group (HBX.SM), a leading B2B travel technology marketplace, point to a growing gap between ambition and execution across the travel ecosystem, as cost pressures and technology complexity continue to reshape how the sector operates.
Volatility and cost pressures were identified as the biggest challenge by 40% of respondents, followed by technology fragmentation (22%) and trust, privacy and responsible AI considerations (14%). The results reflect an operating environment that is becoming increasingly difficult to predict, where external factors and internal complexity are converging.
While demand remains strong, the challenge lies in responding to it effectively. Technology integration complexity (26%) and intensifying competition (25%) were highlighted as the main barriers to growth, underlining the difficulty of executing at scale in a fragmented ecosystem.
Confidence in technology remains relatively high, with respondents rating their capabilities at an average of 3.84 out of 5. However, this confidence is not absolute as nearly one in three respondents indicated they are not fully confident that their current systems can keep pace with evolving demand.
This gap is particularly visible in personalisation. Although widely recognised as a priority, delivering it consistently remains a challenge. Data integration across systems (39%) and the ability to demonstrate return on investment (34%) were identified as the main barriers, reflecting the ongoing difficulty of turning ambition into measurable outcomes.
At the same time, investment is continuing. AI, data and automation represent for 35% of priorities, followed by technology modernisation and scalability at 33%, signalling a clear focus on strengthening the foundations needed to support future growth.
The balance between automation and human interaction also remains a work in progress, with respondents rating their ability to manage this at 3.56 out of 5.
Commenting on the findings, Nicolas Huss, CEO of HBX Group, said: “Volatility is no longer an exception in our industry, it is becoming an operating condition. The real challenge is not demand, but our ability to respond to it effectively, adapting to shifting traveller behaviour, geographies and booking patterns. That requires better integration, stronger collaboration across the ecosystem, and a more connected approach to technology.”
###
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.
More information:
HBX Group Media Contact
PR & Media Relationsmedia@hbxgroup.com
Follow us:LinkedIn,Facebook,X,Instagram.
