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London, 2 September 2026.- HBX Group (HBX.SM), a leading B2B travel technology marketplace, and Vorsee (by ZYTLYN Technologies AG), the Swiss travel AI company behind the ActionOS platform, today announced a strategic partnership to bring Vorsee's predictive travel intelligence and agentic AI capabilities to HBX Group's hotel partners.&nbsp;Through the partnership, Vorsee ActionOS will be embedded across HBX Group's hotel technology ecosystem, including the Partner Portal, Roiback and Civitfun, bringing predictive capabilities and specialised AI agents into the technology environments hotel partners already use. The integration combines Vorsee's forecasting expertise with HBX Group's extensive marketplace data, enabling hotels to anticipate market shifts and make better-informed commercial decisions.&nbsp;Hotel teams operate in an environment shaped by changing demand patterns, evolving source markets, event-driven travel and macroeconomic volatility. Traditional reporting explains what has already happened; this partnership is designed to help hotels anticipate what comes next and respond with confidence.&nbsp;Vorsee ActionOS combines travel-specific data, forecasting models, live travel signals and specialised AI agents operating within defined permissions and controls. Enhanced by HBX Group's proprietary demand and booking data, the solution can analyse market signals, generate recommendations and, where appropriate, help execute actions across areas such as demand forecasting, pricing, revenue management, distribution and marketing.&nbsp;Integrated directly into the HBX Group ecosystem, these capabilities support the commercial, digital and operational activities hotels manage every day. For example, a hotel could identify a demand surge from a specific source market before it becomes visible in its own booking data, allowing it to adjust pricing, marketing and inventory allocation earlier.&nbsp;The result is more connected path from market signal to commercial action, helping hotels identify opportunities earlier, focus on the most valuable source markets and make better-informed decisions across revenue, marketing and distribution.&nbsp;For HBX Group, the partnership represents another step in its strategy to expand beyond travel distribution by combining marketplace connectivity, data, AI and hotel technology into a more integrated offering for hotel partners. By embedding these capabilities within the solutions hotels already rely on, the partnership aims to make AI more practical and accessible across everyday commercial decision-making.&nbsp;Javier Cabrerizo, Chief Strategy, Transformation &amp; AI Officer at HBX Group, said: "Our industry has spent decades looking in the rear-view mirror, reacting to demand instead of anticipating it. Together with Vorsee, we are giving hotels predictive intelligence that combines travel-specific forecasting models, live market signals and AI agents that turn insight into action, embedded directly into the workflows they already use. This is the change our industry needs, and what being AI-first really means."&nbsp;Houman Goudarzi, Founder and Chief Executive Officer of Vorsee, said: "Vorsee ActionOS brings predictive travel intelligence and specialised AI agents into the platforms hotel teams already use, while HBX Group contributes the data, technology footprint and global reach needed to scale those capabilities across the industry.&nbsp;"Together, we can create a direct connection between identifying changes in the market and taking timely, controlled commercial action."&nbsp;###About HBX GroupHBX 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.&nbsp;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.&nbsp;HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchange, ISIN:GB00BNXJB679.&nbsp;More information:https://www.hbxgroup.com/&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us: LinkedIn, Facebook, X, Instagram.&nbsp;

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HBX Group partners with Vorsee to bring predictive AI and agentic commercial workflows to hotels

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HBX Group Announces Third Quarter 2026 Trading Update

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HBX Group Announces Leadership Transition

London, 28 July 2026.- HBX Group (HBX.SM), a leading B2B travel technology marketplace,today announced a strategic partnership with Sabre that will expand access to its global accommodation portfolio across Sabre’s worldwide network of travel agencies.&nbsp;Through the agreement, travel agencies connected to Sabre will be able to access HBX Group’s accommodation supply more seamlessly, helping them respond faster to traveller demand with greater choice, stronger availability and competitive rates across destinations around the world. Agencies with existing HBX Group credentials will also be able to continue using them via Sabre APIs, enabling a smooth onboarding experience without the need for new commercial or technical setups.&nbsp;The agreement also marks another step in HBX Group’s continued expansion across the global retail agency channel, combining broader distribution reach with the scale and connectivity of one of the industry’s largest B2B travel marketplaces.&nbsp;David Amsellem, Chief Distribution Officer at HBX Group, said: “This partnership with Sabre is a strong example of where travel distribution is heading: closer collaboration, better connectivity and more shared value across the ecosystem. By making our global accommodation portfolio more easily available to Sabre’s agency network, we are helping travel sellers access the breadth, flexibility and reliability they need to serve their clients, while also creating a stronger platform for long-term growth together.”&nbsp;Chinmai Sharma, Global Head of Lodging, Ground &amp; Sea at Sabre added: "A core priority for us is reducing content fragmentation and complexity so agents and suppliers can connect more effectively in one place. Bringing 250,000 properties from HBX Group’s global portfolio into Sabre Mosaic Marketplace expands choice for our agency partners, supporting them as they create the best experiences for their travellers.”&nbsp;The partnership further strengthens HBX Group’s collaboration with one of the travel industry’s leading technology and distribution players, bringing together global supply scale, commercial alignment and shared growth initiatives designed to unlock incremental demand worldwide.###About HBX GroupHBX Group is a leading global B2B travel technology marketplace that owns and operates Hotelbeds, Bedsonline, The Luxurist, Roiback, Civitfun anc 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.&nbsp;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.&nbsp;HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchange, ISIN:GB00BNXJB679.&nbsp;More information:https://www.hbxgroup.com/&nbsp;About SabrePowering the agentic revolution in travel. Sabre is an AI-native technology leader, backed by one of the world’s largest travel data clouds. With AI at its core and operating at unparalleled scale, Sabre transforms insights into innovation, empowering airlines, hoteliers, agencies and other partners to retail, distribute and fulfill travel worldwide. Sabre is built on an open, modular, cloud-native architecture and serves as the backbone for both established leaders and bold, new disruptors, guiding them to the next age of travel retailing through intelligent, connected, and personalized experiences.&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us: LinkedIn, Facebook, X, Instagram.

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HBX Group brings global accommodation supply to Sabre’s worldwide agency network

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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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.&nbsp;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."&nbsp;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.&nbsp;###About HBX GroupHBX 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.&nbsp;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.&nbsp;HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchange, ISIN:GB00BNXJB679.&nbsp;More information:https://www.hbxgroup.com/&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us: LinkedIn, Facebook, X, Instagram.&nbsp;&nbsp;

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MarketHub Americas reveals the trends shaping the next phase of travel growth across the region

London, 18 June 2026.- HBX Group (HBX.SM), a leading B2B travel technology marketplace, today announced the continued expansion of its global transfers offering, with Emerging Travel Group (ETG) now gaining access to the Group’s transfers inventory through direct API integration between both companies.&nbsp;ETG now has access to HBX Group’s transfers inventory, spanning both private and shared transfer options across destinations globally. Backed by high-quality, directly contracted services and ongoing technology investment, the collaboration also includes real-time driver communication features that enable travellers to connect directly with their driver while in destination for a more seamless journey.&nbsp;The move builds on the existing relationship between both companies, which already spans accommodation distribution, and further strengthens HBX Group’s ecosystem model by expanding collaboration across additional travel products. By extending the partnership into transfers, both companies are helping create a more connected traveller journey while unlocking additional value across ETG’s global distribution footprint.&nbsp;David Amsellem, Chief Distribution Officer at HBX Group, said: “Our collaboration with ETG continues to evolve, and expanding it into transfers is a natural next step in how we support partners across more stages of the traveller journey. As we continue to broaden the reach of our mobility offering, partnerships like this help bring more high-quality travel products into our ecosystem and make them accessible through the distribution channels our partners rely on every day. By combining our global, directly contracted transfer inventory with real-time driver communication features, we are helping create a smoother, more connected experience for travellers while deepening the value we deliver together.”&nbsp;Fredrik Bonnalt, Head of Non-Accommodation Supply at Emerging Travel Group, said: “Transfers are the most in-demand transportation product within ETG. For our travel agent partners and corporate customers, it is essential to have all travel-related services, including transfers, available in one system, so we are continuously working to expand our offering.&nbsp;ETG’s Transfers API enables partners of all sizes to supply their products with minimal friction. Thanks to it, we were able to launch our partnership with HBX Group quickly, just in time for the peak leisure travel season, and we expect our travel agent network to benefit from this collaboration right away.”###About HBX GroupHBX 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.&nbsp;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:https://www.hbxgroup.com/&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us: LinkedIn, Facebook, X, Instagram.

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HBX Group expands its transfers offering through enhanced collaboration with Emerging Travel Group

London, 10 June 2026 –HBX Group (HBX.SM), a leading B2B travel technology marketplace,has announced the speakers and sponsors for MarketHub Americas 2026, taking place in Punta Cana, Dominican Republic, from 23 to 26 June under the theme ‘The MarketHub: Unlocked’.&nbsp;This year's edition will welcome around 580 participants and more than 350 key client partners from 16 source markets. Sixteen years after the first MarketHub was held in Brazil, MarketHub continues to bring together the people behind the travel industry to discuss the forces shaping travel's next chapter. The programme reflects many of the forces transforming the industry, from economic uncertainty and artificial intelligence to changing traveller expectations and the growing importance of collaboration across the travel ecosystem.&nbsp;Nicolas Huss, CEO of HBX Group, will open the event with his perspective on the opportunities ahead, while Javier Cabrerizo, Chief Strategy, Transformation &amp; AI Officer, will look at why travel continues to prove remarkably resilient in an increasingly uncertain world.&nbsp;Aran Ryan, Director of Industry Studies at Oxford Economics, will explore how geopolitical and economic uncertainty is reshaping travel demand. Morgan Hines Senior Reporter at Phocuswright will share her perspective on the technologies and innovations changing the sector, while Olivier Ponti, Director of Intelligence and Marketing at Amadeus, will focus on data-driven opportunities for growth across the Americas.&nbsp;The agenda also extends beyond travel. Futurist and author John Sanei will discuss how leaders and organisations can adapt in a world of constant change. Leaders from Accor, Travello, Queer Destinations and Disneyland Paris will also take part, bringing different perspectives on customer experience, partnerships and evolving traveller expectations.&nbsp;David Amsellem, Chief Distribution Officer at HBX Group, said: "What makes MarketHub special is the mix of perspectives it brings together. Every year, we see customers, suppliers and partners challenge each other's thinking, uncover new opportunities and start conversations that continue long after the event itself. In an industry evolving as quickly as ours, those connections matter more than ever."&nbsp;The event is supported by Moon Palace The Grand Punta Cana as Host Sponsor, and by Accor, Minor Hotels, Disney Destinations, Hilton, Clermont Hotel Group, Visit Panama, Wyndham Hotels &amp; Resorts, and PAM Hotels as Platinum Sponsors. This highlights the strong support MarketHub continues to receive from leading brands across the travel ecosystem.&nbsp;Xabier Zabala, Chief Sourcing Officer at HBX Group, added: "MarketHub has always been about partnerships. We're proud to see so many of our partners supporting this year's event and bringing their expertise to the conversation. Their commitment reflects the strength of the relationships we've built together over the years."&nbsp;###About HBX GroupHBX 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.More information:https://www.hbxgroup.com/&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us: LinkedIn, Facebook, X, Instagram.

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 MarketHub Americas 2026: HBX Group brings together industry leaders to unlock travel's next chapter

HBX Group celebrates Pride Month by championing inclusivity and setting a new industrybenchmark for LGBTQ+ travel standards and education&nbsp;London, 4 June 2026.-HBX Group (HBX.SM), a leading B2B travel technology marketplace, has received the Queer Destinations Committed distinction, recognising its efforts to make travel more inclusive through awareness, education and service standards across its teams and partner network.The announcement coincides with Pride Month, a moment that highlights the importance of visibility, understanding, and collective action for the LGBTQ+ community.To achieve this distinction, HBX Group rolled out a dedicated employee training programme focused on building awareness and understanding of LGBTQ+ inclusion, as well as on how to embed these principles into the services provided to customers and partners. Participation reached close to 90 percent, a strong reflection of the engagement and commitment shown across the organisation.The Queer Destinations Committed programme recognises destinations and organisations that actively champion safe, respectful and trusted environments for LGBTQ+ individuals, whether they are travellers or part of the workforce, while ensuring teams have the knowledge and sensitivity needed to deliver those standards consistently.“This milestone reflects the progress we are making in embedding inclusion into the way we work, collaborate and support our partners across the travel ecosystem,” said Elena Pérez, Chief People &amp; ESG Officer at HBX Group. “It speaks to a shared belief that more inclusive travel starts with awareness, education and everyday actions across the entire value chain.”This distinction also marks a natural next step in HBX Group’s strategic alliance with Queer Destinations, which launched in September 2025. Earlier this year, HBX Group and Queer Destinations launched a first-of-its-kind conscious online travel platform (OTA), transforming how LGBTQ+ travellers and residents discover, trust, and spend with businesses and destinations worldwide.Building on the initiatives both organisations have already launched to expand access to conscious travel products, the distinction brings that same vision closer to HBX Group’s teams and partner community, laying the groundwork for future collaboration across the wider travel ecosystem.“The future of tourism depends on our ability to understand new generations and adapt to evolving market necessities,” said Edgar Weggelaar, CEO at Queer Destinations. “Companies and destinations that fail to welcome all types of travellers risk facing reputational challenges that can directly impact their image and credibility. This milestone is not only a step forwards for the industry; it also reinforces HBX Group’s leadership in attracting new markets through a more diverse, inclusive, and forward-thinking vision of tourism. Welcome, HBX Group, to this great family!”In this context, the distinction strengthens HBX Group’s ability to help partners deliver products and services that better reflect what today’s global travellers expect, while contributing to a more responsible and inclusive travel ecosystem.###About HBX GroupHBX 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.More information:https://www.hbxgroup.com/&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us: LinkedIn, Facebook, X, Instagram.

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HBX Group strengthens inclusive travel standards with  Queer Destinations Committed distinction

London, 19 May 2026.- HBX Group (HBX.SM), a leading B2B travel technology marketplace, today announced a new phase in its partnership with lastminute.com. Together, the two companies will accelerate growth in dynamic holiday packaging, one of the fastest-growing segments of the travel industry.&nbsp;Spanning more than 50 countries and 20 languages, with a particular focus on Europe and the Americas, the partnership is designed to deliver new personalised options, more competitive packages, and a fully connected booking journey.&nbsp;Traveller expectations are evolving rapidly as technology – specially AI – reshapes how people share, book and experience travel. This partnership reflects a shared ambition to stay ahead of that shift, bringing together technology, distribution and packaging capabilities to deliver more connected travel experiences at scale.&nbsp;By combining complementary strengths, HBX Group and lastminute.com are building a more integrated approach to dynamic packaging. HBX Group contributes its global supply, data capabilities and proprietary packaging technology, while lastminute.com adds strong consumer reach and expertise in building and selling dynamic packages. Together, both companies aim to create more relevant offers in real time and make the booking experience more seamless from start to finish.&nbsp;David Amsellem, Chief Distribution Officer at HBX Group, said: “Great partnerships don't just respond to change, they anticipate it. With lastminute.com, we are combining complementary strengths across technology, data, and commercial strategy to unlock new opportunities in dynamic packaging, right where traveller expectations are heading. This next phase of our partnership with lastminute.com is about bringing our capabilities closer together to deliver more relevant, real-time travel experiences, while building a model that supports long-term, sustainable growth for both partners.”&nbsp;“Working together, like booking together, is always a win-win situation” said Martin Kleinman, Supply Director and Chief Commercial Officer at lastminute.com. He added: “Our partnership strategy has always been about mutual growth, and this enhanced agreement accelerates our proven ability to deliver highly personalised, real-time travel experiences at scale in more markets. Ultimately, being able to offer more value and choice to holidaymakers is what drives us both.”&nbsp;HBX Group operates a global network of interconnected travel technology platforms, connecting more than 54,000 distributors with a portfolio of over 330,000 travel products worldwide. By combining technology, data and strong partner relationships, the company continues to evolve its role within the travel ecosystem, enabling partners to scale and adapt in a rapidly changing market.&nbsp;This strengthened partnership reflects HBX Group’s broader direction: building a more connected travel ecosystem through technology, data and strategic collaboration.&nbsp;###About HBX GroupHBX 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.More information:https://www.hbxgroup.com/&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us: LinkedIn, Facebook, X, Instagram.&nbsp;About lastminute.comlastminute.com is the European leader in Dynamic Holiday Packages. Our mission is to design, deliver and take responsibility for curated, integrated travel experiences so people can travel with confidence. Thanks to the iconic brand lastminute.com and a rich portfolio of vertical brands, we meet the most diverse needs of travellers across the entire holiday experience. As one of the few fully licensed European players, we manage the full complexity of modern travel, combining flights, hotels, and ancillary services in real time through our proprietary technology. lastminute.com N.V. is a publicly traded company listed under the ticker symbol, LMN on the SIX Swiss Exchange.

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HBX Group and lastminute.com strengthen strategic partnership to accelerate dynamic packaging growth

London, 13 May 2026.-HBX Group (HBX.SM), a leading B2B travel technology marketplace, has agreed to acquire 100% of Bridgify, an AI-native travel technology company focused on technology for experiences distribution. The acquisition supports HBX Group’s strategy to broaden its Experiences offering while enhancing the use of AI across its operations.At the core of Bridgify’s proposition is an AI-native experiences infrastructure platform providing access to more than one million curated experiences, sourced from leading global suppliers and enhanced by proprietary AI recommendations algorithms to match the right experience with the right traveller.This further expands the depth and distribution capabilities of the experience portfolio available through HBX Group.Its technology is designed to simplify how this supply is accessed and deployed. Through API-based connectivity and white-label solutions, partners and clients can integrate experiences seamlessly into their core product offering, launch fully branded marketplaces more quickly, and deliver more tailored traveller experiences.Nicolas Huss, CEO at HBX Group, said: “This acquisition reflects our continued focus on combining technology and data to simplify the travel industry. By bringing Bridgify into HBX Group, we are not only expanding access to curated experiences but also further enhancing how our ecosystem connects experiences supply and distribution.“We see opportunities to apply this technology more broadly, accelerating innovation in areas such as AI, automation, personalisation and how content is distributed and delivered across our ecosystem, while reducing the complexity of integrating and scaling travel products across the Group.”Amit Shamni, CEO at Bridgify added: “Joining HBX Group marks an important milestone for Bridgify. We have built our solution to simplify how global experiences are accessed, integrated, and personalized at scale and we see a strong alignment with HBX Group’s vision for a more connected travel ecosystem. Together, we can scale these capabilities across a global network and deliver more flexible and innovative solutions for partners.”The transaction includes €3 million in upfront consideration, while the overwhelming majority of the total consideration is deferred and contingent on future performance, reflecting strong alignment around long-term value creation while maintaining a disciplined approach to capital allocation.. Bridgify’s founders will remain closely involved in the business, ensuring continuity and maintaining a shared vision around the platform’s next phase of growth as it evolves and scales within HBX Group.###About HBX GroupHBX 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:https://www.hbxgroup.com/&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us:LinkedIn,Facebook,X,Instagram.&nbsp;

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HBX Group acquires Bridgify, combining AI and experiences capabilities to scale its ecosystem 

HBX Group Announces Half Year 2026 Financial Results

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 implementationLondon, 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 &amp; 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.###About HBX GroupHBX 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:https://www.hbxgroup.com/&nbsp;HBX Group Media ContactPR &amp; Media Relations media@hbxgroup.comFollow us:LinkedIn,Facebook,X,Instagram.

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HBX Group report shows AI adoption grows across travel distribution but scaling remains a challenge

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