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Sustainable travel is no longer just a trend -it’s becoming a regulatory and commercial imperative for the hospitality industry.&nbsp;From 2026 onwards, new EU regulations will progressively phase out single-use plastic amenities and packaging, requiring hotels to transition towards reusable and refillable systems.&nbsp;&nbsp;In line with this year's World Environment Day, which focuses on the need for urgent climate action under the theme 'Inspired by Nature. For Climate. For Future,' it is ever-more important that hoteliers address the environmental impact of their operations, particularly when it comes to reliance on single-use plastics.&nbsp;&nbsp;Plastics are not only a major source of pollution, but also contribute significantly to greenhouse gas emissions throughout their life-cycle. Taking action to reduce or eliminate them is therefore a key step toward decarbonisation and long-term resilience in the hospitality sector.At the same time, traveller expectations continue to evolve. Sustainability is now a key booking driver, with guests actively seeking and favouring eco-friendly stays.With global initiatives like Plastic Free July accelerating awareness and demand, there has never been a better moment for hotels to take action.&nbsp;Why do guests prefer plastic-free hotels?Sustainability has shifted from a “nice to have” to a decisive factor in booking behaviour. Today’s travellers increasingly prioritise eco-friendly accommodation — and are willing to pay more for it.A plastic-free hotel is no longer defined solely by eliminating visible single-use items, but by redesigning operations around reusable, refillable systems and minimising plastic use across the entire supply chain, and implementing circular economy practices within their establishments.At the same time, distribution platforms and corporate travel buyers are favouring properties with clear sustainability credentials, making plastic reduction not only an environmental priority but also a driver of visibility, conversion and revenue.&nbsp;People now expect the brands they engage with to reflect their values. This includes how hotels address sustainability. According to Statista, 81% of travellers state that sustainable travel is important to them, and 74% want travel companies to offer more sustainable options. Furthermore, 65% say they’re more likely to book accommodation with recognised sustainability certifications.Also worth noting: 56% of people consider reducing single-use plastics a personal priority, and these habits often extend to their travel choices.&nbsp;Beyond meeting guest expectations, ignoring plastic pollution can have reputational consequences. A hotel’s credibility may suffer if there is no clear commitment to reducing plastic waste. That’s why sustainability - particularly when it comes to plastic - isn’t just good ethics; it’s good business.&nbsp;What’s changing in 2026: new EU rules for hotelsFrom 2026, hotels operating in the EU will need to comply with new regulations targeting single-use plastics in hospitality.These include:The removal of single-use toiletry bottlesRestrictions on single-use packaging such as condiment sachetsA shift towards refillable and reusable systemsWaste reduction and reuse targets across operations&nbsp;This means that transitioning away from single-use plastics is no longer optional - it’s essential for compliance and long-term competitiveness.&nbsp;How can plastic-free initiatives benefit your properties?Whether you manage a boutique hotel or a major chain, transitioning away from single-use plastics takes effort - but the benefits are considerable.Helping the planet is reason enough, but there are other compelling advantages:&nbsp;A clearly defined sustainability strategy can differentiate your hotel from competitors.&nbsp;Certification through recognised programmes boosts your visibility and credibility among eco-conscious travellers.&nbsp;Your property could become eligible for our Certified Hotels Programme, giving you access to increased visibility across our global network of travel distributors.&nbsp;In addition, governments around the world are introducing stricter regulations around plastic usage. By taking proactive steps now, you’ll stay ahead of compliance requirements and avoid costly last-minute changes.&nbsp;However, all these benefits depend on communication. If you don’t clearly share your sustainability initiatives - including the elimination of single-use plastics - you may miss the opportunity to connect with your ideal audience.&nbsp;As mentioned in our article on the importance of certified sustainable hotels, only one third of hotels are communicating their sustainability efforts, such as implementing alternatives for single-use plastics. To make an impact, you need to let travellers know what you’re doing - and why it matters.&nbsp;No matter what the size of your hotel, small actions can make a big change. Are you lacking in ideas? Keep reading, as we provide you with some valuable tips.&nbsp;Practical steps for hotels to embrace sustainabilityThere’s one thing that you should take into account to help you reach your goal in the most seamless way possible: it’s necessary to educate your suppliers and employees to better understand how important this purpose is and how they can easily commit to it.For example, you could start by creating a working group where employees from the departments using single-use plastics participate. In this working group, it would be beneficial to identify all single-use plastics in your operations and try to propose alternatives.But it doesn’t stop there: it’s also important to chat with your suppliers and explain your aim to reduce plastic in your properties. They may be able to help you with the task by giving you ideas of which options they have available, such as multi-use items or products made of responsible materials.Here are a few practical changes to begin your plastic-free transition:&nbsp;7 Essential tips for eliminating single-use plastics in hotelsRemove plastic water bottles. Offer refillable glass or metal bottles, and install modern water bottle filling stations for guests - fast, efficient and eco-friendly. Modern versions of these stations can refill a one-litre bottle in 10 seconds to minimise queues, whilst other stations cut off the water after 20 seconds to prevent wastage.&nbsp;Switch to bulk bathroom amenity dispensers. Offer shampoo and gel packaged in wall-mounted refillable dispensers to ensure alignment with EU regulations on hotel amenities.&nbsp;&nbsp;Offer non-plastic slippers that are washed in-house and reused. For commonly provided single-use items such as stirrers, shoe shiners, razors, combs, sewing kits, and plastic packaging materials, move from single-use items to sustainable alternatives, or consider providing these items on demand to reduce waste.&nbsp;Use recyclable paper for wrapping bathroom amenities, reusable bathroom cups, reusable fabric laundry bags, and paper containers for takeaways, among others.&nbsp;Offer biodegradable rubbish bags that are more environmentally friendly alternatives. Make sure that they’re truly biodegradable.&nbsp;Choose tableware and cutlery made from durable, biodegradable materials and rethink food and beverage packaging. For example, cut down on plastic straws and replace them with bamboo.&nbsp;Engage suppliers, not just operations. Most single-use plastic items are being distributed by suppliers, and one of the most effective ways of implementing large-scale changes is at the source. Encouraging suppliers to change their packaging designs, for example, ensures that these sustainable alternatives are actioned in a trickle-down manner.&nbsp;For extra support, consider partnering with sustainability consultants who specialise in reducing single-use plastics in hospitality settings.&nbsp;Why Plastic Free July matters for your hotelJuly represents a unique opportunity to accelerate your sustainability strategy.&nbsp;Plastic Free July is a globally recognised initiative that mobilises millions of travellers and businesses around reducing plastic waste. For hotels, it’s a key moment to:&nbsp;Showcase sustainability actionsIncrease visibility among eco-conscious travellersAlign with global demand peaks for responsible travel&nbsp;By taking action now, you position your property at the forefront of a movement that is gaining momentum across the entire travel industry.&nbsp;Today, you can join 6,300+ hotels in our portfolio already marked as single-use plastic-free, alongside 18,000+ certified sustainable properties benefiting from increased visibility and demand across our network.&nbsp;Getting started is simple - and the impact is immediate. Our Partner Portal will be your ally: to gain a prime position in front of over 60,000 travel agents and their clients, mark your hotel as single-use plastic free by following these steps:&nbsp;Log into the Partner PortalSelect ‘Hotel Info’ and click on 'General Information'After clicking ‘About Hotel’, scroll to the section titled ‘Things to Keep in Mind’Tick the ‘Single-use Plastic Free’ box&nbsp;Log in today and update your hotel in just a few clicks - and make sure you don’t miss the opportunity to stand out during Plastic Free July.&nbsp;Final considerationsYou can take one step further when it comes to communicating your commitment to sustainable practices. HBX Group’s Certified Hotels Programme aims to identify and provide enhanced visibility to partner hotels that are certified and accredited according to the rigorous criteria of the Global Sustainable Tourism Council (GSTC) or that have sustainability programmes aligned to these criteria.&nbsp;&nbsp;Travalyst, a global coalition of travel businesses and brands, is also helping to streamline and scale the provision of sustainability information to meet growing demand for sustainable travel from travellers and the business travel world alike. Travalyst also constitutes our certification criteria, as a benchmark within the industry.&nbsp;Have a look at this step-by-step guide on how to join this certified sustainable hotel initiative, and begin to cater to a real demand by helping travel bookers to identify those properties committed to sustainability.&nbsp;Once you’ve completed these steps, you’ll be visible under the ‘Sustainable Certification' filter in our Booking Engine. But this won’t be the only benefit - you’ll also be eligible for relevant, sustainability-focused campaigns, in which we will push sustainable hotels to our clients.&nbsp;Still need to register your hotel with us? It's easy, free, and in a short time, your property will be seen by a worldwide network of 60,000 travel distributors.&nbsp;

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Single-Use Plastic-Free Hotels: A Practical Guide to Attracting Eco-Conscious Travellers

Today’s hotel distribution landscape is more connected than ever. Through global distribution partners, hotels can access vast networks of travel sellers, including travel agencies, tour operators, online travel providers, and travel management companies across multiple markets.This expanded reach creates significant opportunities, but it also introduces a new challenge. As more hotels join global travel ecosystems, competition for attention increases.Distribution remains the foundation of commercial success. It connects hotels to demand and makes inventory available to travel buyers worldwide. However, B2B marketing adds another important layer by helping properties stand out, increase hotel visibility, and influence purchasing decisions within the distribution chain.&nbsp;The reality of B2B travel distribution for hotelsModern distribution gives hotels access to an extensive network of travel sellers and booking channels. Through partners such as HBX Group, hotels can connect with thousands of buyers across global source markets, creating opportunities to reach travellers they may never have accessed directly.Yet access alone does not guarantee visibility.In many destinations, travel sellers can choose from hundreds, or even thousands, of accommodation options. This challenge is particularly significant for independent hotels, newly opened properties, and lesser-known brands competing against established names with strong market recognition.So, how do you ensure that travel sellers find your property and choose it over competing options?The answer lies in combining distribution with strategic marketing. Distribution provides reach and access to demand. B2B marketing helps elevate your property within that ecosystem, making it easier for travel sellers to discover, evaluate, and select your hotel.What is B2B marketing in hospitality?B2B marketing in hospitality refers to marketing activities aimed at travel sellers rather than end travellers.Instead of targeting consumers directly, B2B travel marketing focuses on the businesses that influence and generate bookings. These may include:&nbsp;Travel agenciesTour operatorsTravel management companies (TMCs)Wholesale travel distributors&nbsp;The objective is to influence booking decisions within the travel distribution chain. By increasing awareness, visibility, and engagement among travel sellers, hotels can improve their chances of being recommended and booked.In this way, B2B marketing for hotels complements distribution by helping properties become more visible and attractive within the marketplace.&nbsp;How B2B marketing supports your distribution strategyWin visibility in competitive destinationsOne of the biggest challenges facing hotels is standing out within crowded destinations.Travel sellers often compare numerous properties before making recommendations or completing bookings. Effective hotel distribution marketing helps hotels gain greater prominence within these competitive environments.By increasing visibility during the discovery phase, hotels can improve their chances of being shortlisted and selected.Capture high-intent demandUnlike broad consumer advertising, B2B marketing allows hotels to engage travel sellers while they are actively researching and booking accommodation.This means marketing activity reaches decision-makers at a highly relevant point in the buying journey. The result is greater opportunity to influence bookings when purchase intent is already high.For hotels seeking measurable commercial outcomes, this can be a highly effective approach.Increase exposure in priority marketsMany hotels have specific geographic markets they want to grow.Whether the goal is attracting more European travellers, expanding into emerging source markets, or supporting a regional growth strategy, B2B marketing can help focus attention where it matters most.Targeted travel marketing solutions allow hotels to align marketing activity with broader commercial objectives and market expansion plans.Accelerate demand during key periodsDemand patterns change throughout the year. Hotels often need additional support during low-demand periods seasonal campaigns, renovation relaunches, or property openings.Strategic advertising strategies can help generate awareness and demand during these critical moments, with targeted campaigns providing an opportunity to increase exposure when additional bookings can have the greatest impact on performance.Strengthen presence in strategic marketsMarketing is not only about immediate results. Consistent visibility helps build familiarity and recognition among travel sellers over time. The more frequently buyers encounter a hotel within their workflow, the more likely it becomes part of their consideration set.&nbsp;This sustained presence can contribute to stronger long-term performance across key markets.&nbsp;How B2B marketing works within the HBX Group ecosystemWithin the HBX Group ecosystem, marketing is integrated directly into the travel buying journey.Rather than relying solely on external advertising channels, hotels can position themselves within the platforms and workflows that travel sellers already use to search, compare, and book accommodation. This creates a full-funnel approach that supports the entire buyer journey, from initial discovery through to booking.The value of this approach extends beyond visibility alone. It allows hotels to secure strategic positioning at moments when travel sellers are actively making decisions.It is also worth noting that travel sellers often generate higher-value bookings, including longer stays, package bookings, and travellers seeking curated experiences. Reaching these buyers effectively can therefore contribute to both occupancy and revenue goals.HBX Group Marketing Suite: B2B marketing solutions for hotelsThe HBX Group Marketing Suite is designed to help hotels achieve specific distribution objectives through targeted marketing activity.Display advertisingDisplay advertising for hotels helps increase visibility across the HBX Group ecosystem.Through banner placements, native display ads, and targeted promotional opportunities, hotels can reach travel sellers during the discovery phase of the booking journey. These solutions are designed to increase awareness and support consideration among relevant audiences.Sponsored listingsSponsored listings provide a performance-driven way to improve visibility. By securing premium placement within Hotelbeds and Bedsonline search results, hotels can increase exposure precisely when travel sellers are actively searching for accommodation options.This makes sponsored listings a valuable tool for properties seeking greater visibility and stronger booking performance.Event sponsorshipsTravel event marketing remains an important component of relationship building within the industry. Event advertising opportunities, including sponsorships at MarketHub and other leading industry events, allow hotels to connect directly with travel buyers, strengthen brand awareness, and support business development efforts in strategic markets.&nbsp;Beyond B2B marketing: additional marketing capabilitiesTravel digital marketing agency servicesHotels often require support beyond distribution-focused marketing. Through a travel digital marketing agency approach, hotels can implement broader demand-generation strategies, improve direct booking performance, and coordinate activity across multiple digital channels.These services help create a more comprehensive marketing strategy that supports both direct and indirect revenue objectives.Creative services for hotelsCompelling content plays a vital role in attracting attention and driving engagement. Creative services for hotels can include photography, video production, visual assets, and other content designed to strengthen property presentation.High-quality creative content can improve performance across distributor platforms, increase engagement among travel sellers, and support stronger conversion outcomes.Frequent asked questions about B2B marketingWhat is B2B marketing in the travel industry?B2B marketing promotes products and services to travel businesses such as agencies, tour operators, wholesalers, and TMCs. The goal is to influence buying decisions within the travel distribution chain.How does B2B marketing help hotels increase bookings?B2B marketing increases visibility among travel sellers, helping hotels stand out during the booking process and improving the likelihood of being selected and booked.What is the difference between B2B and B2C marketing in hospitality?B2C marketing targets travellers directly, while B2B marketing targets the businesses that influence and facilitate travel bookings. These include travel agencies, tour operators, travel management companies, and wholesale travel distributors.How can hotels improve visibility among travel sellers?Hotels can improve visibility through targeted B2B marketing activities such as display advertising, sponsored listings, event sponsorships, and other travel marketing solutions integrated into distribution platforms.&nbsp;If you’re interested in learning more about how to leverage B2B marketing for your property, fill in the form below. One of our account managers at HBX Group will get in touch with you to explain all the details so you clearly understand the value of this partnership.&nbsp;&nbsp;Register your property

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The Role of B2B Marketing in Hotel Growth Beyond Distribution

For hotels, attracting demand has become increasingly complex. Travellers discover, research, compare, and book accommodation through a growing number of channels, platforms, and travel providers.&nbsp;As a result, hotel distribution is no longer simply about selling rooms. It is about connecting with the right travellers through the right partners at the right time.&nbsp;This is where B2B travel distribution plays a critical role. Behind many hotel bookings sits a network of travel businesses working together to connect accommodation suppliers with travellers around the world.&nbsp;For hoteliers, understanding how B2B distribution in hospitality works is essential for building an effective hotel distribution strategy, expanding market reach, and reducing dependence on any single booking source.&nbsp;This guide explains what B2B travel distribution is, how it works, and why it remains one of the most important components of modern hotel distribution channel management.What is B2B travel distribution?B2B travel distribution refers to the process through which travel products and services are sold from one business to another, rather than directly to consumers.&nbsp;In the hospitality sector, this typically involves hotels making inventory available to intermediaries in the travel industry, who then distribute that inventory through their own networks and sales channels.&nbsp;A common misconception is that B2B travel distribution is a single channel. In reality, it is an interconnected travel distribution ecosystem made up of multiple organisations, technologies, and distribution partners working together.&nbsp;A simplified example looks like this:&nbsp;In practice, the journey is often more complex, involving multiple layers of connectivity, technology providers, distribution platforms, and travel sellers.How does B2B travel distribution work?At its core, B2B travel distribution enables hotels to distribute inventory to thousands of travel sellers through a limited number of strategic connections.The process typically follows several steps:&nbsp;A hotel makes rooms, rates, and availability available through its property management system, channel manager, or connectivity partner.&nbsp;A B2B distribution partner receives and aggregates that inventory.&nbsp;The inventory is distributed through a network of travel agencies, tour operators, travel management companies (TMCs), and other travel sellers.&nbsp;Travellers book through those partners.&nbsp;Booking information flows back through the distribution chain to the hotel.&nbsp;Technology plays a critical role throughout this process. APIs, connectivity platforms, and distribution systems help move inventory efficiently across the network while keeping rates and availability up to date.&nbsp;Rather than contracting individually with hundreds or thousands of travel sellers, hotels can leverage intermediaries in the travel industry to achieve global reach at scale.&nbsp;What are hotel distribution channels?A successful hotel distribution strategy typically includes a mix of channels rather than relying on a single source of demand. Some of them include:Direct distributionDirect distribution includes bookings made through a hotel’s own website, reservation centre, mobile app, or sales team. These channels give hotels greater control over the guest relationship and can help improve profitability.B2C distributionBusiness-to-consumer distribution generally refers to Online Travel Agencies (OTAs) and other consumer-facing booking platforms. These channels offer strong visibility and broad consumer reach.B2B distributionB2B travel distribution connects hotels with travel businesses that sell accommodation to travellers through their own networks. This channel provides access to international markets, specialist traveller segments, corporate travel buyers, and organised travel programmes that may be difficult to reach through direct or B2C channels alone.&nbsp;Types of B2B players in the travel distribution ecosystemBedbanksBedbanks aggregate hotel inventory and distribute it through extensive networks of travel partners worldwide, helping hotels access a broad range of travel sellers through a single connection.HBX Group is an example of how the sector has evolved beyond traditional bedbank functions. Today, HBX Group operates as a broader travel technology ecosystem, combining distribution, connectivity, data, marketing, and travel services to help connect supply and demand.WholesalersWholesalers traditionally contract hotel inventory in bulk and resell it to travel agencies, tour operators, and other travel sellers. Many wholesale functions have become integrated into modern B2B distribution platforms and bedbanks.Retail travel agenciesRetail travel agencies sell travel products directly to end travellers. Many agencies source hotel inventory through B2B partners, giving them access to a wide range of accommodation options without having to contract directly with individual hotels.B2B distribution platforms and networksDistribution platforms and agency networks connect accommodation suppliers with large communities of travel sellers. These networks help hotels scale distribution efficiently while maintaining access to specialist markets and customer segments.Travel management companiesTMCs support business travel programmes for organisations around the world. They often rely on B2B travel distribution partners to access hotel inventory globally.&nbsp;Why is B2B travel distribution important for hotels?B2B distribution in hospitality delivers several important benefits for hotels:Access to global demand: Hotels can reach travellers across multiple regions and source markets without building individual relationships with every travel seller.&nbsp;Diversified demand sources: A broader distribution mix reduces reliance on any single booking channel and helps create a more resilient business.&nbsp;Improved occupancy: B2B channels can help hotels attract demand during need periods and shoulder seasons when occupancy may be lower.&nbsp;Faster market expansion: Hotels can enter new geographical markets and traveller segments more quickly through established distribution networks.&nbsp;Operational efficiency: Working with strategic distribution partners simplifies contracting, connectivity, and ongoing channel management.How HBX Group supports B2B travel distribution for hotelsHBX Group helps hotels connect to a global network of travel sellers through a scalable and technology-enabled distribution model. Our distribution strategy is designed to give hotels access to a broad range of travel businesses, including travel agencies, tour operators, corporate travel providers, and distribution networks across more than 170 markets.&nbsp;HBX Group also supports hoteliers through advanced connectivity solutions, data-driven insights, and commercial tools that help optimise performance across the travel distribution ecosystem.&nbsp;Our approach combines technology, expertise, and market intelligence to help hotels improve visibility, access new demand sources, and strengthen our overall hotel distribution strategy.&nbsp;We also offer solutions that support marketing visibility and traveller engagement, helping hotels maximise value throughout the customer journey. Explore HBX Group's solutions for hoteliers to see how it fits your distribution mix.&nbsp;Frequent Asked Questions about B2B Travel DistributionWhat is a B2B hotel distribution partner?A B2B hotel distribution partner connects hotels with travel businesses such as travel agencies, tour operators, and corporate travel providers.How do B2B hotel partnerships help increase occupancy?B2B partnerships provide access to additional demand sources, new geographic markets, and specialist traveller segments.What are the leading players in B2B travel distribution?The most reliable B2B travel distribution companies include bedbanks such as HBX Group, alongside platforms like Expedia Partner Solutions, Virtuoso and Travel Leaders Group. Major TMCs such as American Express Global Business Travel also represent significant B2B demand.What is B2B in the travel industry?B2B refers to business-to-business relationships where travel products and services are sold between organisations rather than directly to consumers.What is a B2B travel platform?A B2B travel platform is a technology-enabled system that connects travel suppliers and travel sellers, enabling inventory distribution, booking management, and commercial transactions at scale.Start connecting to global demandB2B travel distribution is an ecosystem of intermediaries, each reaching segments that only direct or OTA (for example) channels cannot. Used as part of a balanced hotel distribution strategy, it diversifies demand, protects your direct channel and delivers guests who book earlier, stay longer and cancel less.&nbsp;If you’re interested in learning more about how to leverage B2B travel distribution for your property, fill in the form below. One of our account managers at HBX Group will get in touch with you to explain all the details so you clearly understand the value of this partnership.&nbsp;Register your property

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What is B2B Travel Distribution? A Hotelier’s Guide to Global Demand

Travel has traditionally been about reaching a destination. Today, however, many travellers are placing just as much value on the journey itself. From the moment they begin researching a trip to the experiences they enjoy after check-out, travellers increasingly expect every stage of their journey to feel seamless, meaningful, and personalised.Driven by advances in AI, growing demand for immersive travel experiences, and changing consumer expectations, travel is becoming more connected than ever. Travellers want curated travel experiences that remove friction, create memorable moments, and make every part of the trip feel worthwhile.For hoteliers, this shift presents a significant opportunity. Rather than serving solely as accommodation providers, hotels can become journey curators, helping guests plan, navigate, and enhance their entire travel experience while unlocking new revenue streams and building stronger loyalty.&nbsp;&nbsp;What is “the journey as the experience” travel trend?The journey as the experience is a travel trend in which the planning, transportation, transitions, and experiences surrounding a trip become just as important as the destination itself.Travellers increasingly value continuity, storytelling, personalisation, and convenience throughout their journeys. Whether travelling by luxury train, embarking on a multi-stop itinerary, or booking experiential travel packages through a hotel, guests want every touchpoint to feel connected and purposeful.For hoteliers, this represents both a behavioural shift and a commercial opportunity.What does journey-led travel look like in practice?Integrated travel experiences (rail, cruise, and multi-stop journeys)The slow travel trend continues to gain momentum as travellers seek more meaningful ways to explore destinations. Rather than rushing between locations, many are embracing scenic rail journeys, cruises, and curated multi-stop itineraries that make travel itself part of the adventure.Luxury train experiences such as rail-and-hotel combinations demonstrate how accommodation and transport can work together to create a seamless narrative. These experiences appeal to travellers seeking prestige, authenticity, and a slower pace of travel.For hotels, participating in integrated journeys can position the property as part of a larger experience rather than a standalone booking.&nbsp;Hotels as journey plannersIncreasingly, travellers are willing to trust hotels with more than accommodation. Guests are looking for expert recommendations, personalised itineraries, transport coordination, and carefully curated local experiences. They increasingly expect a single, connected experience rather than a collection of separate bookings, with accommodation, transport, activities, dining, and local discovery working together seamlessly.Hotels are uniquely positioned to deliver this because they already sit at the centre of the guest experience. By helping guests organise transport, excursions, dining, and local activities, properties can evolve from simply being places to stay into trusted travel partners. Extending their role beyond the room and into the broader travel journey allows hotels to create greater convenience for guests while strengthening loyalty and increasing opportunities for ancillary revenue.The benefit is significant: hotels maintain greater ownership of the customer relationship while creating additional opportunities for revenue generation and deeper guest engagement.&nbsp;Seamless pre- and post-stay experiencesMany guest frustrations occur before check-in or after check-out. Long waits, luggage challenges, transfer uncertainty, and awkward travel connections can negatively affect an otherwise excellent stay.&nbsp;Forward-thinking hotels are addressing these pain points through services such as:&nbsp;Airport, rail, or cruise terminal transfersEarly check-in and late check-out optionsSecure luggage storageDay-use roomsShower and refresh facilitiesDedicated journey support teams&nbsp;By simplifying travel logistics, hotels can create a truly seamless travel experience that enhances guest satisfaction and strengthens loyalty.Curated local and immersive journeysTravellers increasingly want authentic, locally rooted experiences that help them connect with destinations on a deeper level.Hotels can respond by offering immersive travel experiences that showcase local culture, nature, food, and history. Guided heritage walks, culinary tours, wildlife excursions, cultural storytelling experiences, and niche interest itineraries all help create richer guest experiences.These curated travel experiences differentiate properties from competitors while supporting local communities and creating memorable moments that guests are more likely to share and recommend.&nbsp;Opportunities for hoteliers: how to capitalise on the journey economy1. Position your hotel as a journey partnerShift marketing messages beyond accommodation. Highlight how your property helps guests discover, navigate, and experience the destination from start to finish.2. Create bundled and commissionable travel productsDevelop experiential travel packages that combine accommodation with transport, tours, attractions, dining experiences, and local activities. These packages simplify decision-making for travellers while increasing booking value.3. Partner with transport and experience providersCollaborate with rail operators, cruise companies, transfer providers, tour operators, and destination management companies. Strategic partnerships enable hotels to offer comprehensive travel solutions without managing every component directly.4. Monetise the full guest journeyThe guest journey creates numerous opportunities for ancillary revenue. Transfers, excursions, premium itineraries, exclusive experiences, and concierge services can all contribute to higher spend per booking.5. Use data and personalisationGuest preferences provide valuable insight into travel behaviour. Hotels can use this information to recommend tailored experiences, personalised itineraries, and relevant upgrades.AI-powered recommendations can further enhance the experience by helping guests discover activities and services that match their interests.6. Simplify logistics to add valueSometimes the greatest luxury is convenience. Journey briefings, personalised recommendations, digital itineraries, and dedicated travel planners can transform a complex trip into a stress-free experience.The easier the journey feels, the more valuable the hotel becomes.&nbsp;Frequently asked questionsWhat does “the journey as the experience” mean in travel?“The journey as the experience” refers to a travel mindset where every stage of a trip – including planning, transport, accommodation, and local experiences – contributes to the overall travel experience.Why are travellers choosing slow and curated journeys?Many travellers want deeper connections with destinations, reduced travel stress, and more meaningful experiences. The slow travel trend prioritises quality, immersion, and personal enrichment over rushing between locations.How can hotels become part of the travel journey?Hotels can offer transport services, curated itineraries, local experiences, travel planning assistance, and personalised recommendations that extend beyond the stay itself.Can hotels really act as travel planners?Yes. Many travellers already trust hotels for local recommendations. Expanding this role to include transport coordination, activity planning, and curated experiences can strengthen guest relationships and create additional revenue opportunities.How can hotels monetise the guest journey?Hotels can generate revenue through transfers, guided tours, experiential travel packages, premium concierge services, destination partnerships, and personalised upselling throughout the traveller lifecycle.&nbsp;Travel is no longer just about the destinationThe way people travel continues to evolve. Increasingly, guests are seeking journeys that are seamless, curated, and memorable from beginning to end.For hoteliers, this presents an opportunity to move beyond accommodation and become active participants in the entire travel experience. Those that embrace journey curation can differentiate their offerings, increase ancillary revenue, and build stronger, longer-lasting guest relationships.As traveller expectations continue to evolve, hotels that position themselves as trusted journey partners will be best placed to capture demand and create lasting value.Explore how HBX Group helps hoteliers connect with global demand, enhance distribution strategies, and create exceptional guest experiences through our solutions for hoteliers.&nbsp;Register your property

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The Journey as the Experience: How the Slow Travel Trend is Changing Hotel Guest Expectations

&nbsp;In 2026, the global travel industry is being reshaped by a powerful, discerning, and increasingly influential consumer segment: LGBTQIA+ travellers.&nbsp;&nbsp;This audience now represents one of the most commercially valuable and fast-growing opportunities in tourism—yet many businesses still fail to fully engage with it.&nbsp;We recently spoke with Oriol Pamies, Founder of Queer Destinations, to explore the importance of authentic representation, the rising expectations of intersectional inclusivity and accessibility, and how travel businesses, destinations, and governments can unlock the immense spending power of LGBTQIA+ travellers through genuine diversity commitments.&nbsp;Queer Destinations: A Pioneering Facilitator of Inclusive TravelA core theme of our discussion centred on authentic representation. How are businesses genuinely committing to diversity? How should they embed inclusive standards into their operations in an honest way?&nbsp;Queer Destinations has many of the answers to these questions, starting with several critical aspects: honest commitment, visible action, and structured diversity training.&nbsp;As a facilitator connecting governments, destinations, and companies with the LGBTQIA+ community, Queer Destinations provides awareness programmes, training, and travel product distinctions—all aimed at creating safe, inclusive spaces.&nbsp;Oriol Pamies, who has spent over a decade advocating for LGBTQIA+ inclusion in travel, underscored that authentic representation is urgent “in a time where LGBTQIA+ rights are being rolled back, and are not being seen as mandatory anymore.”&nbsp;&nbsp;He noted that, “with an average higher stay and average spend, it really is the right moment for businesses in the tourism industry who want to tap into this potential segment, but to do this in a way that is honest, genuine, and visible.”&nbsp;The Economic Power of LGBTQIA+ TravellersThe economic influence of this community is staggering. The LGBTQIA+ market’s buying power was estimated at $4.7 trillion, according to a report by LGBT Capital, with $1.4 trillion attributed to the US alone, and this figure is expected to grow.&nbsp;&nbsp;The LGBTQIA+ tourism market is expected to surpass $630 billion by 2033, growing at a compound annual growth rate of 8%—so, the question is how businesses that engage in authentic representation and genuine diversity commitments are set to benefit once they lean in.&nbsp;In fact, the United Nations World Tourism Organisation (UNWTO) forecasts that LGBTQIA+ travellers constitute approximately 10% of the global travel sector; and not only this, but a notable 20.8% of Gen Z identify as part of this demographic.&nbsp;&nbsp;Combined with the understanding that Gen Z is the leading demographic who are spending on travel, this makes for a staggering pool of high-intent and highly valuable travellers waiting for travel businesses to make their move.&nbsp;“We [queer travellers] are awakening to the fact that we have 4.7 trillion dollars in acquisition power, as the LGBTQIA+ community, which would make us the fifth biggest economy in the world if we were to be a country,” Pamies noted. A significant benefit of The Travel Conscious Platform, developed with HBX Group, is that it “can effectively channel this acquisition power only to the governments, destinations and companies that are actively committed to diversity.”&nbsp;Importantly, LGBTQIA+ travellers not only represent a growing segment: they’re high-value customers.&nbsp;Cities and countries that actively promote LGBTQIA+ rights and visibility—from Pride events to inclusive tourism campaigns—consistently attract higher volumes of queer travellers. These travellers, in turn, contribute to local economies through accommodation, dining, retail, and cultural experiences.&nbsp;&nbsp;Pamies offered a powerful example of this at HBX Group’s MarketHub Europe, noting in his panel discussion at the event as organisers of Madrid Pride, they saw that the event attracted over 2 million people, and generated $580 million for the city itself in tourism dollars.&nbsp;Pictured above: Oriol Pamies at this year's HBX Group MarketHub Europe, during the 'Turning Data into Opportunities' panel.&nbsp;“We travel all year round, and 3.4 times more than our straight counterparts, so now more than ever [inclusion] is not only the right thing to do, but the smart thing to do business-wise,” Pamies suggested, compounding reports that, in some cases, put this higher average stay and spend at 20-25% more than other travellers in-destination (according to recent reports by Arrival.)&nbsp;Of course, business value speaks, and when considering the impact of this demographic at a macro level, this influence is clear. But opportunism and genuine commitment should go hand in hand; this is where authentic commitment to diversity comes in.&nbsp;The World’s First Travel Conscious Platform: Intentional Bookings and Commitment SignallingFor Queer Destinations, they were founded in order to build an international standard of excellence that didn’t yet exist for LGBTQIA+ travellers.&nbsp;&nbsp;Now, Queer Destinations manages the national strategies, together with ministers of tourism, for countries like Mexico, Spain and Greece, and is expanding into many more. Oriol suggested: “As we reached a critical mass of companies committed to this distinction, we were ready for the next step and joined a venture with HBX Group to launch the first Travel Conscious Platform.”&nbsp;This Travel Conscious Platform captures the intersection between value-driven bookings, intentional revenue capture, and commitment signalling.&nbsp;By creating an ecosystem of products and companies that have been pre-trained and identified by the ‘Queer Destinations Committed’ label, Queer Destinations and HBX Group have empowered LGBTQIA+ travellers—”and anyone who believes that diversity is the way forward”, Oriol added—with the world’s first travel marketplace where travellers can choose companies that have undergone sensitivity training, employ LGBTQIA+ staff, and reinvest in local LGBTQIA+ communities.&nbsp;This, for Pamies, represents the new “standard of excellence and security, the new level we require from everyone who wants to tap into this segment,” and aims to empower travellers to support businesses that support them.&nbsp;Genuine diversity commitment is critical, not only at a time where LGBTQIA+ rights are being rolled back globally, Pamies noted, but as “queer people are more than ever conscious about where they travel, and more importantly, they are awakening to understand that before making a purchasing decision, they can now think: is this company doing something to actively welcome queer people?”&nbsp;The Travel Conscious Platform empowers queer people to support those businesses “who support us back,” Pamies continued, “and this is the first platform to ever be able to do that.”The Cost of Inclusion: Accessible Platforming for Destinations, Governments and Travel CompaniesTo align with a new standard of excellence, one might be inclined to think this comes with significant expenditure, but Queer Destinations have made sure this is not the case.&nbsp;Pamies explained that: “The investment that we require to be a part of the platform, it's really a very symbolic amount. We are charging €3,500 every two years, so any marketing budget or sales budget can sustain that.”&nbsp;This affordable fee ensures that inclusivity isn’t limited to only large corporations.&nbsp;&nbsp;“Budgeting was always an excuse to question diversity,” Pamies confirmed. For businesses who truly want to capture the revenue from LGBTQIA+ travellers, the most important aspect is that “they’re present on the first and only ecosystem that, globally, will connect them with the final consumer within the LGBTQIA+ community.” For businesses, the investment to participate in the Travel Conscious Platform is far outweighed by the opportunities available and the potential return.&nbsp;For hotels, earning the 'Queer Destinations Committed' label and visibility on the marketplace attracts high-spend, trust-based travellers.&nbsp;&nbsp;For DMOs and governments, this distinction also contributes to brand reputation and positive sentiment from an increasingly values-driven, modern traveller.&nbsp;&nbsp;For distribution platforms, the value lies in accessing curated travel product offerings that embed diversity into their portfolios.&nbsp;Travellers will feel empowered, whether they align with the LGBTQIA+ community or want to purchase from companies that align with held values, and a higher sense of trust is more likely to transform into repeat bookings.&nbsp;From Opportunity to Strategy: The Role of Diversity Distinctions, Training, and Queer DestinationsHowever, to capture this highly loyal segment, for many travel businesses the challenge is not recognising the opportunities, but knowing how to act effectively.&nbsp;Training, here, is central: By ensuring that 100% of staff have gone through dedicated LGBTQ+ sensitivity training, like the programmes that they offer, this can help ensure that “the stay of any traveller will translate into them becoming a loyal consumer,” Pamies noted. But not only a repeat consumer, Pamies stated, but one that will be a “catalyst of change and promotion even better than any marketing campaign possible.”&nbsp;As part of this essential training, the ‘Queer Destinations Committed’ label is also another key differentiator, as an educational programme which comprises an ongoing commitment to support LGBTQIA+ travellers.&nbsp;&nbsp;By offering an implementation framework and ongoing opportunities for improvement and feedback, all recognised companies, organisations and governments can create more inclusive and safe destinations and travel experiences from end-to-end.&nbsp;Pamies identified this label as part of several key stages for embedding real diversity: an initial public commitment to diversity, staff training, outreach through LGBTQIA+ media, influencer partnerships, and educating travel agents and B2B partners.&nbsp;This structured inclusion—via certification, training, and strategic consulting as offered by Queer Destinations—ensures diversity is embedded across all operations and touchpoints, signalling genuine commitment.Why does diversity commitment matter in a values-driven travel industry?Today’s traveller, particularly within younger generations, is increasingly making purchase decisions based not only on price, convenience, or what they’ve seen on social media, but on whether a company’s values align with their own.&nbsp;In parallel with their economic power, LGBTQIA+ travellers are reshaping how brands are assessed. In fact, many younger, Gen Z travellers are more likely to take a business's visible actions and value commitments into consideration during the buying journey.&nbsp;Why does this matter?&nbsp;Purchasing as an Identity: Young consumers view every purchase as a statement of their personal beliefs and a way to use their voice.Demand for Transparency: Because they are digital natives with vast amounts of information at their fingertips, they can, and will, verify whether a brand practices what it preaches.&nbsp;This purchasing behaviour also extends beyond LGBTQIA+ audiences themselves, reflecting a broader consumer expectation across the market for values-aligned products from businesses that convey visible, but more importantly genuine, commitment.&nbsp;For LGBTQIA+ travellers, however, the stakes are higher. Safety, acceptance, and authenticity are fundamental requirements, not competitive differentiators or ’nice-to-haves’.&nbsp;&nbsp;Destinations, hotels, and travel providers perceived as unwelcoming, inconsistent, or performative in their inclusivity risk losing out on the ‘positive reinforcement’ that Pamies suggested is so prevalent within this sector:&nbsp;&nbsp;“We just want to mind our business, travel, be free, and be able to ourselves, while making sure we are rewarding those [businesses] who want us and will take care of us, with our business.”Authentic inclusion and the journey to meaningful, commercial successDespite clear evidence of opportunity, a significant portion of the industry still underperforms in addressing LGBTQIA+ travellers. This gap creates both a competitive advantage for inclusive brands and a growing risk for those that fail to adapt.&nbsp;Despite the clear opportunities, many industry players still underperform in addressing LGBTQIA+ travellers. Superficial messaging, campaigns or one-off training initiatives are increasingly viewed as “pinkwashing”—a term activists use for performative support.&nbsp;So, how can travel businesses move past simply communicating inclusivity and towards meaningful implementation of diversity?&nbsp;“I would go from public commitment, sensitivity, having a strategy, and going for distribution, knowing that the experience you’re going to deliver is effectively the best possible,” Pamies noted in response to the same question.&nbsp;The ‘Queer Destinations Committed’ label, alongside the Travel Conscious Platform from Queer Destinations and HBX Group help businesses, organisations, and destinations to embed this deep, meaningful inclusion rather than rely on superficial gestures.The Outcome? Inclusion as a Baseline, Not a Travel TrendWhile new, critical regulations like the European Accessibility Act reinforce that inclusion is not optional – rather, a baseline expectation – queer travellers are still not so readily afforded this regulatory protection. While many countries have made progress, more than 60 still impose legal restrictions on LGBTQIA+ individuals.&nbsp;Despite this, the segment rises in power: “Even though there are countries where there are no regulations that are actively protecting queer people,” Pamies suggested, “we travel everywhere all the time. It is because of this that a partnership between HBX Group and Queer Destinations comes into play, and is providing HBX Group partners the chance to choose if they are interested in this segment.”&nbsp;The need for trust, safety and assurance shapes travel decisions made by the LGBTQIA+ segment.&nbsp;&nbsp;Businesses that proactively address these concerns through clear policies, staff training, and inclusive partnerships, are positioning themselves in a way that not only allows them to capture the attention—and revenue—of this travel community, but also future-proof themselves in an increasingly value-driven economy.&nbsp;For travel businesses, the implications are clear. Capturing this market requires more than visibility; it demands authenticity, consistency, and long-term investment.&nbsp;Real, genuine inclusivity within the business model is about empowering a significant and valuable traveller demographic; those that succeed will benefit not only from increased revenue, but from stronger brand equity and resilience in an increasingly values-driven market.Partner with HBX Group todayFuture-looking travel companies all across the travel industry and beyond can access the Travel Conscious Platform as a registered partner with HBX Group.&nbsp;&nbsp;HBX Group's global B2B distribution ecosystem connects hotels with more than 60,000 travel distributors across 135 markets through a single integration, simplifying operations while significantly expanding commercial reach.&nbsp;We invite you to join our network by completing the form below and enhance your ability to capture and connect with the high-spend, high-value LGBTQIA+ travel segment.&nbsp;Partner with HBX Group today&nbsp;&nbsp;

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Queer Destinations and HBX Group: Unlocking Genuine Diversity Commitment and the Economic Power of LGBTQIA+ Travellers

What does effective global travel distribution look like in today's landscape?In this episode of the HBX Group Podcast, we are joined by HBX Group's own Andrew Boocock, VP of Sales for MEAPAC and Patrick Torres, Regional Sourcing Director, to unpack one of the most complex challenges in travel today: global travel distribution.&nbsp;Listen to the full episode to unlock these insights for yourself:&nbsp;Key takeaways for successful travel distribution from this episode:The balance between B2B and B2C, and how to unlock the best of both worlds in an evolving travel distribution landscape.How hoteliers and travel distributors can navigate an increasingly crowded and complex channel landscape.Why transparency and trust are critical to stronger, more profitable partnerships.How a distribution partner like HBX Group helps balance competing priorities and unlock the best of both worlds.&nbsp;Together, Patrick and Andrew explore how transparency and trust across the travel ecosystem can help close the loop between supply and demand—and unlock sustainable growth for hoteliers and distributors alike.&nbsp;Through open debate and practical insight, this episode cuts through the noise to explain how smarter travel distribution strategies can create value.&nbsp;Register with HBX Group to stay in the loop:With more conversions just like this to come, become part of the wider HBX Group ecosystem to keep up to date, explore the topics shaping the future of travel and technology, and access a range of interconnected solutions for global travel distributors to help you succeed in today's travel distribution landscape.&nbsp;Access HBX Group solutions today&nbsp;

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The HBX Group Podcast: Demystifying Distribution

[PODCAST] 'Demystifying Distribution' with HBX Group

Hotel marketing has changed significantly in recent years. What was once a straightforward mix of OTA partnerships and paid advertising has evolved into a far more complex discipline. Success today depends on combining digital visibility, data-driven personalisation, and B2B distribution rather than managing them in isolation.&nbsp;Hoteliers are under pressure to rethink which strategies truly drive demand and long-term profitability. The rise of AI-powered discovery, shifting traveller behaviours, and fragmented channels are forcing a fundamental reset.&nbsp;This article explores how marketing in the hospitality industry is evolving, which digital marketing strategies are proving most effective, and why B2B hotel marketing is becoming essential for demand generation.&nbsp;How hotel marketing strategies are evolvingThe defining shift in hotel marketing today is the move from isolated tactics towards connected marketing ecosystems.SEO, paid media, distribution, and CRM once operated in silos. Today those boundaries are dissolving. Visibility, discoverability and demand generation now happen across multiple touchpoints simultaneously.A traveller might discover a hotel through a short-form video, validate it via AI-powered search, then book directly after a personalised email offer. No single channel works alone, and this reality is reshaping what a hotel marketing plan needs to contain.Léo Moulinas, Marketing &amp; Digital Presence Director at HBX Group, frames the relationship simply: "Marketing and hotel distribution are two sides of the same thing. One will basically compound or provide the compounding effect for the other."Hotels relying on a single source of demand are increasingly exposed. The properties performing best are those building visibility across multiple channels while keeping distribution connected, measurable and commercially aligned.&nbsp;Digital marketing strategies for hoteliers heading to 2027Digital marketing strategy for hotels is becoming more sophisticated as AI changes how travellers search, compare, and book. The landscape has shifted well beyond traditional search optimisation, and hoteliers who fail to adapt risk losing visibility before a traveller reaches any search results page.Felipe Bravo, Head of Digital Marketing at Roiback (part of HBX Group and an award-winning HotelTech company specialising in direct channel services for hotels), identifies the priorities that will define hotel digital marketing in the period ahead. "In 2026 and 2027, hotel digital marketing is being reshaped by AI-driven discovery and privacy-led automation,” he says.&nbsp;Felipe points out that “growth will come from being found in AI-powered searches, personalising the direct channel with first-party data, and measuring performance beyond last-click attribution."&nbsp;From SEO to GEO: a new visibility layerOne of the most significant transitions in digital hotel marketing is the shift from traditional SEO to generative engine optimisation (GEO).&nbsp;When a traveller asks ChatGPT, Gemini or Google AI Overview for hotel recommendations, the result is a curated answer, not a ranked list of links. Hotels absent from those responses risk losing awareness at the most influential stages of the customer journey.&nbsp;"We are moving from optimising for search algorithms to optimising for language models,” explains Felipe. “Hotels that don't appear in generated responses will disappear from a new visibility layer that is becoming increasingly influential during the inspiration and consideration stages."&nbsp;Between 40% and 55% of consumers now use AI-powered search to inform travel decisions – and visitors arriving via large language models convert up to four times better than traditional organic search traffic.&nbsp;Paid media, video and CRM: the right channel for the right hotelBeyond GEO, hotel pay-per-click marketing remains essential for properties competing in high-demand destinations.&nbsp;Google Ads (specially Performance Max Ads) and Meta Ads continue to drive results when combined with AI-powered bidding and full-funnel measurement. The right mix, however, depends on the property type.&nbsp;Independent and boutique hotel marketing tends to perform best with Paid Search and Google Hotel Ads, complemented by CRM to maximise repeat bookings at lower cost.&nbsp;Resort marketing strategy relies more heavily on TikTok, Meta and YouTube, where video-first formats inspire travellers before a search query is ever made.&nbsp;Urban and business hotels benefit most from Search, Demand Gen and lifecycle CRM to manage occupancy through seasonality.&nbsp;First-party data underpins all of these hotel marketing techniques. As third-party signals disappear, hotels that capture and activate their own data are better positioned to personalise offers and reduce reliance on intermediaries.&nbsp;This is precisely where Roiback plays a key role: supporting hoteliers with booking engine technology, website optimisation, CRM integration, and digital marketing services designed to strengthen the direct channel and achieve conversion rates of up to 20%.&nbsp;The growing relevance of B2B hotel marketing strategiesAs digital channels become more competitive, B2B hotel marketing is gaining strategic importance for visibility, demand generation and long-term performance.&nbsp;In simple terms, a B2B marketing strategy in hospitality involves positioning a property within professional travel ecosystems, connecting hotels with travel agents, tour operators, OTAs, wholesalers and corporate travel partners.&nbsp;Rather than replacing direct or digital strategies, it complements them by expanding visibility across the wider travel value chain.&nbsp;Léo explains the dynamic clearly: "Hotels are diversifying their investment into more B2B-oriented channels, influencing not the end travellers directly, but the intermediary – the travel trade. This complements what's being done through B2C channels very nicely."&nbsp;B2B marketing also gives hotels access to bookers who purchase repeatedly and at volume – travel agents, tour operators and OTAs transacting on behalf of multiple clients – creating a compounding effect that direct bookings alone cannot replicate.&nbsp;The commercial case is compelling. As Léo points out, “within HBX Group's B2B media network, Sponsored Listings can generate an estimated 70x return on investment. So, every €1,000 invested translates into approximately €70,000 in transactions, providing concrete proof that B2B channels deserve a meaningful share of any hotel marketing budget.”&nbsp;B2B hotel marketing: Why Marketing Suite is the missing piece in your strategyThe HBX Group Marketing Suite offers hoteliers a full-funnel approach to visibility and demand generation across B2B channels.&nbsp;It includes display advertising, sponsored listings that rank properties prominently within booking engine search results, and offline marketing opportunities at HBX Group events such as the MarketHub, which brings together 500 of the company's leading clients per region.&nbsp;Creative services are also playing an increasingly important role in hotel visibility strategies, particularly as traveller discovery shifts towards video-first and social-led environments. As Léo explains, “Gen Z in particular takes video content as a huge source of inspiration,” reinforcing the growing importance of authentic, platform-native creative assets within both B2B and B2C campaigns.&nbsp;Through AI-powered video production and creator-led content formats, these creative services help hotels improve engagement and influence travellers earlier in the decision-making journey.&nbsp;By aligning these hotel marketing solutions with distribution strategy, the Marketing Suite helps hotels capture demand throughout the entire traveller journey.&nbsp;HBX Group's global B2B distribution ecosystem connects hotels with more than 60,000 travel distributors across 135 markets through a single integration, simplifying operations while significantly expanding commercial reach.&nbsp;Looking ahead: the state of hotel marketing in 2027 and beyondHotel marketing is becoming more strategic, more data-led and more interconnected. Success heading into 2027 will depend on how effectively hotels combine AI-driven visibility, digital performance, B2B distribution and first-party data activation into one coherent strategy.&nbsp;"The biggest challenge for hotels is no longer just driving traffic,” says Felipe. “It is making sure the property is visible wherever travellers are making decisions, especially within AI-powered discovery environments."&nbsp;Léo shares the same conviction: "A smart distribution strategy backed by clever marketing is really the winning formula to fill your hotel."Hotels that treat digital marketing and B2B visibility as complementary levers rather than competing priorities will be best placed for sustainable growth. Hotel marketing is becoming more strategic, not more complicated.&nbsp;Frequent Asked Questions about hotel marketing strategiesWhat are the most effective hotel marketing strategies in 2026 and 2027?The most effective hotel marketing strategies combine digital visibility, AI-driven discovery, CRM personalisation, B2B distribution, and direct booking optimisation. Rather than pursuing individual tactics in isolation, the hotels seeing the strongest results are those building integrated marketing ecosystems where channels reinforce one another across the full traveller journey.&nbsp;Is SEO still important for hotel marketing in 2026?Yes, but its role is evolving. SEO is transitioning into GEO – generative engine optimisation. Hotels now need to optimise not only for traditional search rankings but also for inclusion within AI-generated recommendations and conversational search environments such as ChatGPT, Gemini, and Google AI Overviews. Structured, credible, contextually rich content is increasingly what determines visibility in these new discovery layers.&nbsp;Which digital marketing channels should hoteliers prioritise in 2026 and 2027?The right hotel marketing channels depend on property type and target audience. Key priorities include AI-driven search visibility, paid media (Google Ads, Meta Ads, Performance Max), social and video-first platforms, CRM strategies, and first-party data activation. Independent hotels and resorts will naturally weight these differently, so building a channel mix aligned to your specific guest profile is essential.&nbsp;Why is B2B marketing becoming more important for hotels?B2B hotel marketing expands visibility across professional travel ecosystems including wholesalers, OTAs, travel agencies, and corporate networks. It complements direct strategies, provides access to high-volume bookers who transact repeatedly, and supports stable, diversified demand generation – particularly valuable during low seasons when direct demand alone may not be sufficient.&nbsp;How can hotels combine digital marketing and B2B strategies effectively?Hotels should align visibility, distribution, and conversion strategies within one connected ecosystem. Integrating direct channel marketing with B2B distribution improves discoverability, audience reach, and long-term commercial performance, ensuring that every part of the marketing mix is working towards the same goal of generating profitable, sustainable demand.&nbsp;Ready to strengthen your hotel's marketing performance?Hotels looking to improve direct channel performance can explore Roiback's digital marketing and booking engine solutions.&nbsp;For broader B2B visibility and demand generation, discover how the HBX Group Marketing Suite and the wider solutions for hoteliers can help your property grow.&nbsp;If you’d like to learn more about what HBX Group can offer to your property, fill in the form below and our experts will contact you to discuss any doubts.&nbsp;Register your property

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The Future of Hotel Marketing: Integrating Digital Channels, AI and B2B Distribution

Creativity is no longer a niche interest in travel. It is fast becoming a core motivation. Travellers are not simply looking to observe culture, they want to participate in it, shape it, and take part of it home with them.&nbsp;For hoteliers, this represents a meaningful shift. Properties are evolving from places to stay into active cultural spaces, where art, design, and hands-on experiences are embedded into the guest journey. The opportunity is clear: those who embrace creativity can unlock deeper engagement, stronger brand identity, and new revenue streams.&nbsp;As explored in the 2026 Travel Trends report, the move from passive consumption to participation is accelerating, driven by changing traveller expectations and the growing demand for meaningful travel experiences.&nbsp;What's the 'Creativity Boom' travel trend?The 'Creativity Boom' refers to the rise of travel experiences centred around art, culture, design, and hands-on creative participation – where guests actively engage in making, learning, and expressing.&nbsp;In a hospitality context, this includes art hotels, creative workshops, design-led spaces, and cultural immersion travel that transforms a stay into an interactive experience rather than a passive one.&nbsp;From pottery classes and photography walks to gallery-style interiors and artist residencies, creativity is being woven directly into the hotel experience.&nbsp;Why is this trend becoming a key driver for travel demand?So why now? Why are creative and cultural travel experiences gaining such momentum?&nbsp;Firstly, traveller motivations have shifted. Guests are increasingly seeking emotional fulfilment, personal growth, and a deeper connection to the places they visit. Travel is no longer about ticking off landmarks, it is about feeling something.&nbsp;Secondly, social media has changed the way people discover and share travel. Creative experiences are inherently more shareable. A painting workshop, a design-led hotel room, or a calligraphy session offers far more storytelling value than a standard stay.&nbsp;Wellbeing also plays a role. Engaging in creative activities has been shown to reduce stress and improve mental health, making creative tourism a natural extension of the broader wellness trend.&nbsp;Finally, creativity supports the growing demand for cultural immersion travel. Travellers want authenticity, and participating in local creative practices offers a direct route to that connection.&nbsp;For hotels, this aligns closely with the broader shift towards experiential travel, where the experience itself becomes the primary reason for booking.&nbsp;Key types of creativity-driven hotel experiencesArt-led hotels and creative designArt hotels are perhaps the most visible expression of this trend. These properties go beyond décor. They function as living galleries, with curated exhibitions, installations, and design-led storytelling.&nbsp;A well-known example is the 21c Museum Hotel in the United States, which operates as both a hotel and a contemporary art museum, hosting exhibitions, film nights, and artist talks open to guests and locals alike.&nbsp;Why it matters:Art-led design creates a strong emotional connection and differentiates the property in a crowded market.&nbsp;Practical approach:Partner with local artists for rotating exhibitionsIncorporate storytelling into interiors and public spacesUse art as a core element of brand positioning&nbsp;Hands-on creative workshops and classesCreative participation sits at the heart of the 'Creativity Boom'. Guests want to do, not just see.Workshops can include pottery, painting, photography, cooking, calligraphy, or local crafts. These experiences allow guests to create something tangible, making the stay more memorable.&nbsp;Why it matters:Participation drives engagement, increases perceived value, and encourages social sharing.&nbsp;Practical approach:Offer paid, limited-capacity workshopCreate themed creative retreats or weekend programmesPartner with local experts to ensure authenticity&nbsp;These types of activities align strongly with demand for meaningful travel experiences and can easily be monetised as ancillary revenue.&nbsp;Cultural immersion and artistic neighbourhoodsLocation still plays a key role. Hotels positioned in creative districts or near cultural hubs have a natural advantage.Proximity to galleries, studios, and cultural institutions enhances the guest experience and supports cultural travel experiences that feel authentic and local.&nbsp;Why it matters:Travellers increasingly prioritise cultural immersion travel when choosing destinations.&nbsp;Practical approach:Curate neighbourhood guides and art trailsPartner with museums and cultural institutionsOffer guided tours or exclusive access experiences&nbsp;This also ties into the broader concept of hotels as destinations, where the property becomes a gateway to the surrounding cultural ecosystem.&nbsp;Creative spaces that build communityCreativity is inherently social. Hotels that create shared spaces for creative interaction can build stronger connections between guests and locals. This could include open studios, creative lounges, pop-up exhibitions, or artist residencies.&nbsp;Why it matters:Community-driven experiences enhance the sense of belonging and encourage repeat visits.&nbsp;Practical approach:Host talks, workshops, and creative eventsInvite local creatives to use the spaceEncourage guest participation and collaboration&nbsp;These environments transform hotels into cultural hubs, rather than isolated accommodation.&nbsp;Opportunities for hoteliers: how to capitalise on the Creativity BoomThe good news is that embracing creativity does not require a complete transformation or large capital investment. Many opportunities are accessible and scalable.&nbsp;Start with positioning. Creativity should be embedded into your brand story. Whether through design, partnerships, or programming, it needs to feel intentional and authentic.&nbsp;From there, consider how creativity can drive commercial outcomes:&nbsp;Monetisation:Paid workshops, ticketed events, and creative retreatsArt sales or limited-edition merchandiseFood and beverage tie-ins linked to creative themes&nbsp;Guest engagement:Experiences that encourage participation and sharingProgrammes that extend the length of stayActivities that create memorable moments&nbsp;Partnerships:Collaborate with local artists, schools, and cultural organisationsBuild mutually beneficial relationships that support the local community&nbsp;Marketing impact:Creative experiences naturally generate user-generated contentStrong visual storytelling enhances digital visibility&nbsp;Frequent Asked Questins about Cultural Travel ExperiencesWhat are creative travel experiences?Creative travel experiences involve active participation in artistic, cultural, or design-led activities, such as workshops, classes, or immersive cultural experiences.&nbsp;Why are creative and cultural experiences important for hotels?They help differentiate the property, increase guest engagement, and create opportunities for additional revenue through experiences and events.&nbsp;How can hotels monetise creative experiences?Hotels can charge for workshops, host ticketed events, sell art or merchandise, and create premium packages centred around creative activities.&nbsp;Are art and creativity only relevant for luxury hotels?No. Creativity can be scaled to suit any property, from boutique hotels to mid-market accommodations, through partnerships, programming, and design choices.&nbsp;Creativity is central nowadaysThe Creativity Boom is not a passing trend, it reflects a deeper shift in how and why people travel. Creativity, culture, and participation are now central to the guest experience.&nbsp;Hotels that embrace this shift can stand out in a competitive market, build stronger emotional connections, and unlock new revenue streams. From art-led design to hands-on workshops and community-driven spaces, the opportunities are both practical and commercially viable.&nbsp;As the hospitality landscape continues to evolve, the ability to translate trends into action will define success. HBX Group supports hotel partners in doing exactly that with solutions for hoteliers providing the insights, distribution, and tools needed to reach the right demand and maximise performance.&nbsp;HBX Group has a number of solutions to help you improve your distribution strategy on the back of trends such as the Creativity Boom. Now is the time to think beyond the room, and start designing experiences that guests will remember, share, and return for.&nbsp;Register your property

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The Creativity Boom: How Cultural Travel Experiences are Transforming Hotels into Destinations

Selling rooms has become more complex: competition is constant, visibility is costly, and relying on a single route to market is rarely a resilient strategy. Commission pressure is also a reality - as noted by HospitalityNet, commissions that once sat around 15–20% can in some cases exceed 30%, which can erode hotelier earnings when a disproportionate share of bookings comes through higher-cost channels.&nbsp;That’s why understanding what a bedbank is (and where it fits in a modern distribution mix) remains important. But distribution alone doesn’t solve every growth challenge.&nbsp;Currently, hoteliers increasingly need a connected approach - one that links distribution, marketing, the direct channel, operations, and payments to drive scalable, profitable performance, all while maintaining an equitable share of earnings.&nbsp;This article explains what a bedbank is, how it works, and why going beyond bedbanks matters - including how a TravelTech ecosystem like HBX Group supports hotels with solutions that reach further than distribution.&nbsp;What is a bedbank?A bedbank is a B2B distribution channel that connects hotels with a network of travel sellers and buyers - such as wholesalers, tour operators, OTAs, retail travel agencies, loyalty programmes, airlines, and corporate travel partners - helping hotels sell inventory across multiple channels.&nbsp;&nbsp;How a bedbank works (step by step)Although the exact mechanics vary by provider and integration type, the flow is typically consistent:&nbsp;Connection and integration: Hotels connect rates and inventory via API, Partner Portal, or channel managers, enabling centralised distribution management.&nbsp;Access to a global B2B network: Once integrated, a property becomes available to a broad network of travel distributors. HBX Group, for example, reach 60,000+ travel distributors across 135 markets through a single connection.&nbsp;&nbsp;Lower-friction booking and distribution: Distributors book via connected booking flows and engines, reducing delays and manual processes and speeding up time-to-market.&nbsp;&nbsp;Ongoing control and optimisation: Hotels adjust availability, rates, and distribution strategy more efficiently thanks to stable connectivity, near real-time updates, and single-platform oversight.&nbsp;&nbsp;Key benefits of bedbanks for hoteliersBedbanks emerged to solve a classic problem: how to extend reach and shift inventory without depending on one channel.&nbsp;That value still holds, especially when hotels want to diversify demand and reach international markets without multiplying integrations and partner management. Typical benefits include:&nbsp;Multi-channel visibility via a single connection, reducing operational burden.&nbsp;&nbsp;Access to international and domestic demand through wholesalers, tour operators, OTAs, and retail agencies.&nbsp;&nbsp;Simplified distribution strategy managed centrally through API/portal/channel manager connectivity.&nbsp;&nbsp;A more controlled B2B environment, designed to support margin protection and transparent distribution.&nbsp;&nbsp;Bedbanks remain relevant - but they are not the whole growth story.&nbsp;Why going beyond bedbanks matters for hotels todayThe limits of ‘distribution-only’ growthA bedbank can help you sell rooms. But profitable growth increasingly depends on more levers than distribution alone:&nbsp;How you attract demand (and whether it’s the right demand)&nbsp;How you convert (especially through your direct channel)&nbsp;How efficiently you operate (where margins are often won or lost)&nbsp;How confidently you scale (payments, cash flow, risk, and resilience)&nbsp;When these areas sit in silos, hotels often see leakage: higher manual effort, weaker conversion, channel dependence, and limited visibility into what’s actually driving profitable performance.&nbsp;HBX Group’s TravelTech approach is built around a simple idea: growth comes from connected systems, not isolated tools. That’s why the ecosystem combines distribution, marketing, operations, and more - supporting hoteliers across different stages of the traveller journey.&nbsp;&nbsp;B2B hotel distribution: Reach more markets with less complexityAt its core is B2B distribution - connecting your property to global demand through a single integration and enabling you to reach high-value guest segments and markets that would otherwise be more difficult to reach.&nbsp;Customer outcomes:For hotel groups: scale and governance - consistent connectivity, multi-property control, and faster route-to-market. Learn more about Megaworld Hotels &amp; Resorts experience working with us.&nbsp;&nbsp;For independent hotels: access global demand without building a large internal distribution team. Find out how the Hotel The Designers Cheongnyangni successfully reached long-haul travellers thanks to HBX Group.Direct channel performance: Optimise your B2C strategy with RoibackWhen margins are under pressure, strengthening the direct channel becomes a strategic control lever - over your guest relationship, brand narrative, and cost of acquisition.&nbsp;Industry research supports this direction: Oracle Hospitality and Skift found that 51.5% of hoteliers plan to use AI/analytics for personalised marketing and offers, reflecting how data-led personalisation is becoming a conversion advantage.&nbsp;Within the ecosystem, Roiback supports direct-channel growth through:&nbsp;Booking engine + website performance: reducing friction at the decision moment and lifting conversion (up to 20% in optimised scenarios).&nbsp;&nbsp;Digital strategy and execution: multi-channel marketing support (SEO, social, email, paid) designed to improve direct-channel performance and conversion outcomes.&nbsp;Hotel operations: Digitise front desk processes with CivitfunHotels don’t only compete in distribution - they compete in execution. And execution is decided in operational moments: check-in, invoicing, reservation sync, and the daily workflows that consume staff time.&nbsp;Within the ecosystem, Civitfun supports digitisation of hotel operations (particularly front desk). Solutions reference reduced check-in times and up to 100 hours saved per year through automation and synchronisation.&nbsp;Why this matters:Less friction during peak arrivals (which shapes guest perception).&nbsp;More staff capacity for high-value service (and revenue-driving moments).&nbsp;&nbsp;Better alignment with what hoteliers consistently prioritise in TravelTech partners: reliability and operational stability.&nbsp;&nbsp;Full-funnel marketing: Turn visibility into bookings with Marketing SuiteIf your marketing strategy isn’t aligned with distribution, you can gain visibility but lose efficiency - through poorly timed campaigns, unfocused spend, or low-quality demand.&nbsp;HBX Group’s Marketing Suite is positioned to help hotels strengthen visibility and bookings in hard-to-reach B2B audiences, with activation designed to be straightforward and performance-led.&nbsp;Key components include:&nbsp;Display Advertising: native display placements across B2B booking platforms and channels, adaptable to budget and goals.&nbsp;&nbsp;Sponsored Listings: premium positioning “where booking decisions take place”, with visibility in search results and exposure in front of 60,000+ travel distributors.&nbsp;Event Sponsorship: brand presence at relevant industry events and HBX Group MarketHub opportunities, connecting you with influential distributors.&nbsp;&nbsp;Creative Services: bespoke video and image assets designed to be authentic and performance-driven.&nbsp;For hotels that want a more strategic approach, the suite also highlights bespoke campaign programmes combining creativity, insights, and reporting to link investment to outcomes.&nbsp;&nbsp;Fintech &amp; Insurtech: Scale with confidence (without adding friction)Growth is easier to plan (and easier to protect) when financial and risk foundations are strong. In practice, distribution and marketing gains can be undermined by less visible friction: complex B2B payments, time-heavy reconciliation, seasonal cash flow swings, or risk exposure (including cyber).&nbsp;That’s why Finance &amp; Insurance sits in the ecosystem as an enabling layer: supporting financial agility and operational confidence so hotels can scale without adding avoidable friction.&nbsp;Learn more about the available finance and insurance solutions in HBX Group.&nbsp;&nbsp;New revenue streams: Ecommerce, packages and cross-sell beyond the roomBeyond the room, hotels have significant headroom to increase revenue per traveller - particularly through experiences, mobility, and packaged travel.&nbsp;McKinsey describes the travel experiences market as a $1 trillion+ opportunity and notes that nearly half of the experience business is still transacted offline, signalling a major opportunity for digitisation, packaging and cross-sell.&nbsp;HBX Group’s eCommerce solutions are positioned to simplify the way partners sell travel products - including hotels, flights, mobility, experiences and holiday packages - through an end-to-end booking engine model, with dedicated customer service for the partner’s brand.&nbsp;Core approaches include:White Label: launch a full-service travel booking solution under your own brand with minimal technical resources.&nbsp;&nbsp;API Integration: integrate travel distribution via Booking, Cache and Content APIs designed to make bookings faster and more intuitive.&nbsp;&nbsp;Holiday Packages: bundle travel needs into a single package, improving traveller experience and enabling higher margins.&nbsp;&nbsp;The model also highlights access to 1,400+ local experts worldwide who curate travel products and support operational delivery globally - an important enabler for scaling new travel revenue streams reliably.&nbsp;Why it’s important for hoteliers to know these options existThe competitive advantage isn’t simply “being on more channels”. It’s connecting the dots: distribution + marketing + operations + payments + new revenue streams.&nbsp;When those pieces work together, hotels typically gain:&nbsp;More control over their channel mix and growth strategy (reducing over-reliance on any single source of demand).&nbsp;&nbsp;More efficiency, through integrated systems and automation that cut operational friction.&nbsp;&nbsp;More profitable demand, by improving demand quality, conversion outcomes, and revenue per traveller.&nbsp;&nbsp;In short: going beyond bedbanks doesn’t mean abandoning B2B distribution. It means elevating it within a connected growth strategy.&nbsp;Frequently Asked Questions about bedbanks and HBX GroupWhat Is a bedbank in hotel distribution?A bedbank is a B2B distribution channel that connects hotels to a network of travel distributors (wholesalers, tour operators, OTAs, travel agencies and more) via centralised commercial and technology relationships.&nbsp;&nbsp;How can a bedbank help hotels increase bookings?Bedbanks can increase bookings by expanding a hotel’s visibility across B2B travel sellers worldwide, unlocking international demand while simplifying distribution management through a single integration (API/portal/channel manager).&nbsp;&nbsp;What does it mean that HBX Group is a TravelTech partner?It means HBX Group offers a connected ecosystem spanning B2B distribution, marketing activation, direct-channel performance, operational tools, finance/insurance enablement, and eCommerce solutions - helping hotels grow with more control and efficiency.&nbsp;&nbsp;Is HBX Group suitable for independent hotels and hotel chains?Yes. A connected ecosystem supports hotel chains with scalability and governance, while helping independent hotels access global demand and simplify execution through modular solutionsHow can a hotel join HBX Group?Getting started is simple - just fill in the form below. After you submit it, a member of our team will contact you to understand your property and objectives, and to help you choose the best solutions for your needs. Click the button below to register.&nbsp;Register your property

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Beyond Bedbanks: The Future of B2B Hotel Distribution Lies in a TravelTech Ecosystem

HBX Group: Delivering Smarter, More Scalable Performance Across the Travel EcosystemIn our previous edition, we shared how HBX Group was strengthening the foundations for a more connected and scalable travel ecosystem. Earlier this year, the focus shifted to delivery, with product improvements designed to support day-to-day performance across everyday operations.As the travel landscape continues to evolve, partners need solutions that are practical, reliable, and built to scale. The updates delivered this quarter focused on simplifying daily operations, improving clarity, and unlocking new value across the end-to-end journey. To set the context, in this short video, Daniel Nordholm, Chief Information Officer at HBX Group, shares the product ambition guiding our roadmap and how this quarter’s improvements connect to a broader vision for smarter, more connected travel technology.&nbsp;Click to watch the video below.&nbsp;(Note: products and solutions namings current as of May 2026. Subject to change.)&nbsp;Below, we explore the key enhancements delivered and their impact across the ecosystem.&nbsp;1. Keep your sustainability certifications accurate and visible across B2B booking experiencesAs sustainability becomes a growing priority, hoteliers face increasing pressure to keep certifications accurate, consistent, and easy to find across all channels.&nbsp;The Sustainable Hotels Programme automates how certifications are collected, verified, and shared, ensuring your hotel is clearly identified and always up to date across the Partner Portal, booking platforms, and API connections. This makes your verified sustainability credentials visible and relevant throughout the entire B2B and B2C booking journey.&nbsp;&nbsp;2. Simplify market-level pricing and rate managementHotels operating across multiple markets often struggle to manage varied pricing, discounts, and offers. Creating separate rates increases complexity, causes pricing inconsistencies, and slows response to changing market conditions - making it harder to scale pricing strategies while maintaining control.&nbsp;Market‑level pricing lets hotels configure market‑specific prices and offers within a single rate plan, removing the need to duplicate structures while preserving flexibility. The result is simpler rate management, faster rollout of pricing initiatives, and greater control over commercial strategies.&nbsp;&nbsp;3. Improve daily workflows with a faster, clearer web experienceThe booking engines of Bedsonline and Hotelbeds now offer a faster, clearer web experience that improves how information is presented and used.&nbsp;Cleaner layouts, a refreshed visual language, and more structured factsheets make key information easier to scan, compare, and use, supporting smoother navigation across core booking and product review workflows.&nbsp;&nbsp;4. Get faster, smarter support through AI-powered customer serviceSupporting travel intermediaries in real time requires fast, context-aware support that resolves issues without disrupting daily operations. AI-powered customer service has been further enhanced to deliver more natural and responsive interactions, improved phone support and faster resolution of requests. By understanding intent and acting autonomously, AI helps resolve requests faster, reduce friction, and minimise downtime - resulting in smoother workflows and a more consistent support experience across channels.&nbsp;&nbsp;5. Expand available inventory to capture more demand and drive conversionFor wholesale travel intermediaries using CacheAPI, access to a wide and competitive hotel selection is essential to capturing demand at scale. Showing the right properties at the right time directly impacts search results and booking opportunities.&nbsp;To support this, the available hotel inventory has been expanded. Clients now benefit from a broader selection within their high-volume booking flow, including properties previously unavailable through this channel — improving coverage, responding to more searches, and capturing demand more effectively through the same connection.&nbsp;&nbsp;6. Capture more premium demand through enhanced luxury hotel distributionPremium travel demand is growing, but wholesale intermediaries often miss its full value when luxury hotels are sold like standard inventory. This limits differentiation and booking potential.&nbsp;Luxury Collection expands premium hotel availability with added guest benefits such as upgrades, breakfast, and flexible conditions at no extra cost. This turns premium stays into higher‑value bookings, increasing conversion, margins, and total booking value across wholesale channels.&nbsp;&nbsp;7. Strengthen direct sales with more flexible, connected and reliable toolsFor hoteliers using Roiback, recent improvements make it easier to scale direct sales with tools that adapt to evolving commercial strategies, integrate with key systems, and deliver smoother payment experiences.&nbsp;Offer and promotion management has been simplified, allowing hotel teams to create and adjust offers more quickly with clearer configuration and greater flexibility.&nbsp;Connectivity with external booking and loyalty systems has been expanded, enabling more automated, value-driven workflows that support distribution and guest engagement.&nbsp;In parallel, new and upgraded payment integrations provide a more consistent checkout experience across markets, reduce friction at payment, and help improve conversion.&nbsp;8. Enhance the on-property guest journey with smarter Civitfun capabilitiesFor hoteliers, efficient on-property operations are essential to delivering a smooth guest experience while reducing manual effort. These enhancements improve key check-in, communication, and financial workflows.&nbsp;Paperless Scan &amp; Pay lets guests complete payments on their own mobile device via QR code during check‑in, reducing queues at reception.Guestlink enables instant, targeted communications to specific reservations or rooms, supporting timely and personalised interactions.Invoice Automation streamlines billing by automating invoice extraction and validation, reducing administrative workload.Check-in Aggregator enables online check‑in for HBX Group bookings without requiring hotels to change their existing check‑in provider, ensuring consistent guest data and smoother arrivals across channels.&nbsp;&nbsp;What’s Coming Next for Our Partners Across the Travel Ecosystem?Innovation at HBX Group is driven by a clear focus: helping partners perform better as the travel ecosystem becomes more complex and connected. Beyond the improvements delivered this quarter, several initiatives are already underway to support what comes next.&nbsp;New capabilities are evolving to help travel agencies stay connected with travellers beyond the booking moment, strengthening engagement across the journey and unlocking additional in-destination and post-booking value. In parallel, AI-driven standardisation of room information is improving content clarity and consistency, giving travellers greater confidence when selecting rooms. Finally, an AI-ready distribution foundation is taking shape to support seamless inventory distribution across both traditional and emerging channels, allowing partners to reach travellers wherever intent occurs.&nbsp;Your feedback plays a central role in shaping these developments. If you have ideas or suggestions, we invite you to share them through our Product Innovation channel as we continue building what matters most for your business - click the banner to share your thoughts.&nbsp;Haven't registered with us yet? Here's why you should partner with HBX GroupHBX Group is connecting and empowering businesses in the ever-evolving world of travel.By delivering fast and reliable access to a global network of interconnected products and services, we empower choice for partners, while removing friction from the end-to-end travel experience.&nbsp;190+ source markets.Over 60,000 travel distributors in our network.Products in 170+ countries.An expansive global portfolio – 250,000+ properties and 23,000+ experiences.Powerful travel booking platforms that handle 7 billion searches per day.1000+ support agents for on-hand, expert advice and guidance.&nbsp;Experience for yourself our best-in-class platforms, and bespoke B2B travel solutions, dedicated to your growth.&nbsp;&nbsp;Register now

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Quarterly Product Update, May 2026

HBX Group Quarterly Product Update | May 2026

How travel distributors are adopting AI – and what needs to happen nextArtificial intelligence is no longer on the fringes of travel distribution. It is already influencing how retail travel agents, wholesalers and intermediaries operate – from marketing and customer service to recommendations, pricing and planning.Yet despite growing momentum, adoption across the industry remains uneven.The HBX Group Intelligence Report: The State of AI in B2B Travel Distribution provides a clear, data‑led view of how AI is being used today across the global distribution ecosystem. Based on proprietary survey data gathered directly from HBX Group partners, the report captures the perspectives of professionals working at the sharp end of travel distribution – those balancing speed, accuracy and personalisation in an increasingly competitive environment.This report explores where AI is delivering value today, as well as the barriers slowing deeper adoption. It also examines regional differences across key markets, including the US, UK, Spain and Mexico.Whether you are benchmarking your current maturity or planning the next phase of investment, this report offers practical insight to help travel distributors move from experimentation to execution.&nbsp;Gain access to original research, expert analysis and actionable insight to guide your AI strategy - download the full report on The State of AI in B2B Travel Distribution.

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HBX Group Intelligence Report: The State of AI In B2B Travel Distribution

HBX Group Intelligence Report: The State of AI in B2B Travel Distribution

For hoteliers, occupancy remains one of the most closely watched performance indicators.Whether you are navigating seasonal fluctuations, changing traveller behaviour, or increasing competition, knowing how to increase hotel bookings is critical to sustaining revenue and long-term growth.This guide brings together practical, proven ways to increase hotel occupancy rate by combining visibility, distribution, pricing, and direct channel optimisation.The aim is simple: help you attract more demand, convert it more effectively, and build a more resilient business.&nbsp;What is hotel room occupancy?Hotel room occupancy refers to the percentage of available rooms that are occupied over a given period. It is a key metric used to assess how well a property is performing.It is calculated using a simple formula:Occupancy rate = (rooms sold ÷ rooms available) × 100For example, if your hotel has 100 rooms and 70 are booked, your occupancy rate is 70%.Occupancy matters because it directly impacts revenue, pricing strategy, and operational planning. A consistently strong hotel occupancy rate allows for better forecasting, more efficient staffing, and improved profitability.&nbsp;Why is hotel occupancy important for revenue?Occupancy does not exist in isolation. It works alongside metrics such as Average Daily Rate (ADR) and Revenue per Available Room (RevPAR) to give a fuller picture of performance.High occupancy with low rates may not deliver optimal revenue, while high rates with low occupancy can signal missed opportunities. The goal is to find the right balance.Seasonality also plays a major role. Many properties experience peaks and troughs depending on location, demand drivers, and traveller segments. Benchmarking against your local market and understanding your mix of business, leisure, and group demand is essential for effective hotel occupancy optimisation.&nbsp;How to increase hotel bookingsThere is no single solution for how to increase hotel bookings. Instead, success comes from combining multiple strategies that work together across the guest journey.Improve online visibility with SEO, GEO and localisationIf travellers cannot find your property, they cannot book it. Improving visibility is one of the most effective ways to increase hotel bookings. Here are some ideas:&nbsp;Create market-specific landing pages tailored by language, currency, and traveller intent&nbsp;Optimise for local search queries, nearby attractions, and destination keywords&nbsp;Keep your Google Business Profile updated with accurate details, images, and reviews&nbsp;Use structured data, such as FAQ and HowTo schema, to improve search performance&nbsp;These techniques help you capture high-intent searches such as “how to get more hotel bookings online” and “how to increase online hotel booking”.&nbsp;Strengthen your hotel’s digital marketing strategyA strong digital presence supports both visibility and conversion. Paid media, metasearch, and retargeting campaigns can all play a role in driving demand.&nbsp;HBX Group’s Marketing Suite supports hotels by improving digital reach and helping properties connect with the right audiences at the right time.&nbsp;By combining data-led targeting with creative execution, hotels can promote offers, highlight unique selling points, and increase engagement across channels.Optimise pricing with dynamic, demand-based strategiesPricing remains one of the most powerful levers for increasing occupancy. Try applying these tactics to your pricing strategy:&nbsp;Use dynamic pricing that responds to real-time demand and competitor activity&nbsp;Apply rate fences to segment customers without diluting value&nbsp;Introduce length-of-stay rules to maximise occupancy across peak and shoulder dates&nbsp;Focus on value-added packages rather than pure discounting&nbsp;This approach supports sustainable revenue growth while helping to increase your hotel occupancy rate.&nbsp;Expand and diversify distribution channelsRelying on a single channel increases risk. Expanding your distribution mix allows you to reach new audiences and stabilise demand. These are a few methods you can try:&nbsp;Work with wholesalers and tour operators to access international markets&nbsp;Engage corporate and long-stay segments for consistent demand&nbsp;Balance OTA, direct, and indirect channels to reduce dependency&nbsp;HBX Group’s Hotel Distribution Strategy connects hotels to a global network of travel sellers, helping properties tap into diverse demand streams and boost hotel bookings across markets.Increase midweek and low-season occupancy with targeted campaignsOne of the most common challenges is how to increase hotel occupancy during quieter periods. Here are some ways to address this:&nbsp;Segment your audience by travel purpose, such as business, bleisure, or local leisure&nbsp;Target feeder markets with tailored offers and geo-specific campaigns&nbsp;Align promotions with events, conferences, and flight schedules&nbsp;Collaborate with local attractions and destination partners to create bundled experiences&nbsp;Improve conversion with upsells and add-onsDriving traffic is only part of the equation. Converting that traffic into bookings, and increasing booking value, is equally important. Conversion tactics include:&nbsp;Offer personalised upgrades, such as room categories or views&nbsp;Add value through extras like F&amp;B credits, spa access, parking, or late checkout&nbsp;Present upsells at multiple touchpoints, including booking, pre-arrival, and during the stay&nbsp;These tactics not only increase revenue but also enhance the guest experience. You can explore more ideas in the HBX Group article on hotel amenities.&nbsp;Boost direct bookings through your websiteA strong direct channel reduces reliance on third parties and improves margins. Here, you can:&nbsp;Ensure your website is fast, mobile-friendly, and easy to navigate&nbsp;Simplify the booking journey to reduce friction&nbsp;Display transparent pricing, clear policies, and trust signals such as reviews&nbsp;Use compelling calls to action and personalised offers&nbsp;Roiback, HBX Group’s specialist brand for direct channel growth, supports hotels in increasing direct bookings through advanced booking engine technology and digital marketing services.&nbsp;Frequent Asked Questions about How to Increase BookingsWhat is a good occupancy rate for a hotel?A good hotel occupancy rate varies by location and segment, but many properties aim for 65% to 80%. Urban and business-focused hotels may target higher levels, while resort properties may fluctuate more seasonally.&nbsp;What causes low hotel occupancy?Low occupancy can result from weak demand, poor visibility, limited distribution, ineffective pricing, or lack of differentiation. External factors such as seasonality and economic conditions also play a role.&nbsp;How can a hotel increase bookings quickly?Short-term tactics include targeted promotions, last-minute deals, retargeting campaigns, and partnerships with distribution channels. Adjusting pricing and focusing on high-demand segments can also deliver quick wins.&nbsp;How can hotels increase direct bookings?Hotels can increase direct bookings by improving website usability, offering exclusive incentives, building trust through reviews, and investing in digital marketing. Tools like Roiback help optimise conversion and drive direct channel growth.&nbsp;Which distribution channels help hotels get more bookings?A balanced mix of OTAs, wholesalers, tour operators, corporate channels, and direct bookings is most effective. Leveraging a global distribution network helps hotels reach wider audiences and increase occupancy.Final thoughtsThere is no single answer to how to increase hotel occupancy. The most effective approach combines visibility, smart distribution, dynamic pricing, and a strong direct channel.&nbsp;By applying these strategies consistently, hotels can improve occupancy, increase revenue, and build a more resilient business.&nbsp;Partnering with HBX Group allows properties to access the tools, technology, and global reach needed to boost hotel bookings and grow sustainably.&nbsp;Register your property

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How to Increase Hotel Bookings: Practical Strategies to Boost Occupancy and Sales

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Full-service solutions to boost revenue through travel.

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