ResourcesHBX Group Intelligence Report: The State of AI in B2B Travel Distribution
How travel distributors are adopting AI – and what needs to happen next
Artificial 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.
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.
In this free report, you'll learn:
- How widely AI is being adopted across B2B travel distribution
- Which AI use cases are delivering value today
- The main barriers preventing deeper adoption
- How AI priorities differ by region
- Which technologies will shape the next phase of competition