Latest NewsMarketHub Americas reveals the trends shaping the next phase of travel growth across the region
London, 1 July 2026 - Strong regional demand, improving air connectivity and the growing use of AI and data-driven insights are reshaping travel across the Americas, creating new opportunities for destinations and travel businesses despite continued geopolitical and economic uncertainty. These were some of the key insights shared at MarketHub Americas, the flagship event for the region organised byHBX Group (HBX.SM), a leading B2B travel technology marketplace.
Held under the theme Unlocked, MarketHub brought together nearly 600 travel leaders, clients and partners from across the Americas for two days of strategic discussions, market intelligence and networking, exploring the forces shaping the region's next phase of growth.
The discussions pointed to a clear conclusion: the Americas remain one of the world's most dynamic travel regions. Research presented by Tourism Economics forecasts global travel spending will reach $3.2 trillion by 2035, with inbound travel to the Americas expected to grow by around 50% over the next decade. Domestic travel will continue to account for the largest share of demand, but more than 70% of outbound trips are expected to remain within the region, reinforcing the growing importance of regional travel.
Growth, however, is becoming more sophisticated. Today’s travellers increasingly expect personalised experiences, greater convenience and better value. Premium travel continues to outperform the wider market, while an additional 140 million households worldwide are expected to begin travelling by 2035, creating significant new opportunities for destinations and travel businesses that can better understand and anticipate changing demand.
Another trend highlighted at MarketHub was the growing importance of regional travel, supported by stronger air connectivity across the Americas. According to data shared by Amadeus, air capacity in South America is expected to grow by 6% during the second half of the year, outpacing the rest of the region, while the Caribbean continues to strengthen its position as one of the world's strongest-performing tourism regions. The analysis also highlighted growing opportunities to attract higher-value travellers through more targeted, data-driven commercial strategies, helping destinations and travel businesses focus on the quality of demand as well as volume.
Responding to these changing travel patterns will increasingly depend on technology. Throughout the event, speakers agreed that AI is moving rapidly from experimentation to practical application, helping businesses better understand traveller behaviour, improve personalisation and make faster, more informed decisions.
Nicolas Huss, CEO of HBX Group, said: "The Americas continue to demonstrate remarkable resilience and long-term growth potential. What is changing is not travellers' desire to explore the world, but their expectations. Understanding demand more deeply, using data more intelligently and working more closely across the travel ecosystem will be essential to capturing the opportunities ahead. That is what MarketHub is about: bringing the industry together to share knowledge and help our partners prepare for what's next."
For more than 13 years, MarketHub has brought together the global travel industry to combine thought leadership, market intelligence and networking. Today, MarketHub’s three annual editions bring together more than 1,400 participants from 50 source markets, making MarketHub one of the industry's leading invite-only B2B events for sharing insights, strengthening partnerships and exploring the future of travel.
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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 Civitfun and PerfectStay. 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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