6 June 2024

    MarketHub Americas by HBX Group celebrates inaugural day: Gen Z impact, full recovery and top destinations in US and LATAM

    MarketHub Americas

    Las Vegas. 6th  of June 2024 — HBX Group shared key insights into current travel trends and market growth during its inaugural day of the MarketHub Americas by HBX Group, celebrated this week in Las Vegas with the title "New Frontiers". Key highlights included insights from top HBX Group executives and industry experts, showcasing the evolving landscape of the travel industry, with a special focus on regional market dynamics.

    Nicolas Huss, CEO of HBX Group, kicked off the event discussing the growing influence of Generation Z on travel trends: “Gen Z travellers are reshaping the industry with their preference for last-minute bookings and package deals. However, their brand loyalty remains relatively low,” Huss noted. “Importantly, sustainability is a non-negotiable for them, influencing their travel choices significantly.”


    Lauren Atlass, VP Commercial for North America, and Gisela Blok, VP Commercial for Latin America, reported a notable surge in travel interest, with HBX Group registering a 25% increase in searches, amounting to 5.6 billion searches per day. The top five fastest growing destinations for Latin American travellers include Hong Kong, Shanghai, Joao Pessoa, Curacao, and Salvador de Bahia. Meanwhile, North American travellers are most interested in Mazatlan, Zurich, Barbados, Sorrento, and Tokyo.


    Increasing domestic travel and last-minute vacations in the Americas


    MarketHub Americas stands out as one of the most important events of the year for HBX Group, highlighting the shifts and opportunities in the US and Latin-American travel market.


    For instance, according to HBX Group data, Mexico emerges as the top destination and source market in LATAM. Brazil, showing the most significant growth in the region, follows as the second most popular destination, and the Dominican Republic as third.  Increasing domestic travel within Mexico and Brazil is also one of the highlights of the region. The average stay in LATAM is 3.3 nights, reflecting the region's appeal for longer vacations. 


    In North America, New York continues to be the primary destination, drawing both domestic and international travellers. Las Vegas and Miami follow as top destinations. Domestic travel dominates the US market, showing a growing trend compared to the previous year. Travellers in this region show a preference for shorter trips, with the average stay being 2.4 nights. This average has recently decreased to 2.1 nights, driven by a rise in domestic travel where quick getaways and short vacations are more common. 


    Worth mentioning is the substantial increase in last-minute bookings in North America, especially in the last four weeks. This surge is primarily driven by the expanding domestic market, where travellers are increasingly making spontaneous travel decisions. The highest booking levels in North America are observed from August to September, indicating a peak travel period during late summer. 


    About HBX Group


    HBX Group is a leading B2B ecosystem player in the TravelTech space, connecting and empowering businesses in the ever-evolving world of travel. We drive growth for our clients & partners while removing friction from the end-to-end travel experience. Our cloud-based technology platforms offer fast and reliable access to a unique portfolio of travel products & services, while rich data and intelligence seamlessly connect supply and demand worldwide.


    We have more than 3,000 experts worldwide, including specialists on the ground who provide insights and support to boost trading even further, even in the most hard-to-reach segments. This unique blend of technology, data and passionate people serve as a catalyst for all businesses aiming to unlock their full potential in the travel arena.


    HBX Group Media Contact

    PR & Media Relations 




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