Roiback Launches OdysseIA, Its New Artificial Intelligence Platform to Boost the Hotel Direct Channel
London, January 15 2026 —Roiback, part of HBX Group (HBX.SM), today announces the launch of OdysseIA, its new AI‑powered marketing intelligence platform designed to help hotels regain visibility, optimise advertising investment and accelerate the growth of the direct channel. The official presentation of OdysseIA will take place at FITUR 2026 and marks a new milestone in Roiback’s innovation roadmap, reinforcing its commitment to delivering advanced, efficient and fully privacy‑compliant technology to hotels.
At a time when digital channels are facing the end of third‑party cookies, increasingly strict privacy regulations and a widespread loss of visibility across analytics and attribution platforms, OdysseIA emerges as a strategic response to one of the sector’s biggest challenges: regaining control of direct marketing through reliable, actionable first‑party data.
Artificial Intelligence at the Service of Direct Channel
OdysseIA is an AI platform exclusively focused on hotel direct‑channel digital marketing. Its technology enables the identification, understanding and activation of high‑value audiences based on first‑party data, combining machine learning with the real operational context of the hotel business. Its key capabilities include:
AI‑driven predictions to identify users with the highest likelihood of booking
Creation and activation of first‑party audiences fully aligned with regional privacy regulations
Advanced attribution models offering a clearer, more realistic view of marketing impact
Real‑time insights to optimise budget allocation
Native integration with GA4, Google Ads, Meta Ads and Roiback’s digital solutions
Availability both as a native Roiback product and as a standalone solution adaptable to any hotel technology ecosystem
Beyond dashboards, OdysseIA delivers actionable intelligence, offering audiences, recommendations and predictions that are ready to be activated directly in advertising campaigns.
A Strategic Step for Roiback and the TravelTech Ecosystem
The launch of OdysseIA strengthens Roiback’s position as a leading player in advanced direct‑channel technology and further consolidates its Digital Marketing Agency as a core pillar of its value proposition.
“OdysseIA represents our vision for the future: helping hotels grow with greater autonomy, better intelligence and stronger profitability, in a digital environment where privacy is no longer optional but a requirement,” said Cristina Perea, Managing Director of Roiback.
The platform is supported by direct‑channel specialists who provide an additional layer of strategic consultancy and personalised guidance, and is further backed by HBX Group, reinforcing its ambition to lead the digital transformation of the hotel industry on a global scale.
Ready for the Future of Hotel Marketing
With a global footprint and a strong presence in markets such as Spain, Portugal, Italy, the United Kingdom, Benelux, Latin America, the United States and Asia, OdysseIA positions itself as a key solution for hotelsseekingto increase the share of direct channel bookings versus other channels such as intermediaries or OTAs, improve ROI and build a sustainable marketing strategy in the new digital era.
OdysseIA does not just anticipate the future of hotel marketing — it makes it possible today, giving hotels back control over their data, their visibility and their growth.
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About Roiback
Roiback, part of HBX Group, is an award‑winning HotelTech company specialising in services and technology for the Direct Channel, serving both hotel chains and independent hotels worldwide. The company’s offering includes a market‑leading, conversion‑focused booking engine, website development, hotel‑specialised digital marketing services and loyalty solutions. All of this is supported by a dedicated team of Direct Channel specialists to guide strategy and maximise results. Roiback is a Google Premier Partner and a strategic partner of TripAdvisor.
For more information, visitwww.roiback.com
About HBX Group
HBX Group is a leading global B2B travel technology company and the owner of brands such as Hotelbeds, Bedsonline, The Luxurist, Roiback and The Civitfun. It offers a network of travel technology products and services, connecting travel businesses such as online marketplaces, tour operators, travel agents, airlines, loyalty programmes, destinations and travel suppliers.
HBX Group’s mission is to simplify the complex and fragmented travel industry through a combination of cloud‑based technology solutions, data and a comprehensive product portfolio designed to maximise revenue. HBX Group operates in more than 170 countries and employs over 3,500 people worldwide. The Group maintains a strong commitment to making tourism a force for good, creating positive social and environmental impact.
HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchanges, ISIN: GB00BNXJB679.
More information:
www.hbxgroup.com
HBX Group Media Contact
PR & Media Relations media@hbxgroup.com