Last week, major TravelTech marketplace, HBX Group, held its flagship MarketHub event in Europe for the first time since it listed on the Spanish Stock Market.
The three-day event comes just two months after it sold out all its shares available in the IPO.
Held in the southern Portuguese region of Algarve, a couple hundred executives came together to learn and network.
Discussions and presentation topics included Europe’s role in the global landscape, advancements in technology and AI, the rise of Gen Z and the growing importance of digital payments.
Paula Felstead, chief information officer (previously CTOO) at HBX Group, highlighted the role of technology in data processing and trend prediction.
She said: “Our platform processes more than 6.2 billion searches and 80,000 requests per second.
“Therefore, we have invested €200 million in technology in the last 3 years, with the aim of facilitating faster, more reliable, and scalable connections between our partners, whether they are travel product providers or distributors.”
The commitment to technological innovation is also reflected in the advanced use of AI in operational processes.
Xabier Zabala, chief operations officer of HBX Group, focused his presentation on the real-world applications of generative AI in travel operations.
From “Olivia,” the AI- powered customer service platform, to voice coaching systems, machine translations, and image fraud detection, Zabala demonstrated how technology is empowering human talent and transforming key processes.
Daniel Nordholm, chief product and new business officer, addressed the transformation of the payment ecosystem in tourism.
“The integration of smart payments and efficient treasury management are key to the sustainable growth of the sector”, he said.
While Europe continues to consolidate its position as a key region for global tourism growth. The event saw that destinations such as Portugal, Greece, and Croatia are leading the surge in international arrivals following the pandemic, with the Algarve serving as an example of sustainable development and a comprehensive travel experience.
“The Algarve welcomed 5.2 million visitors in 2024, double the number ten years ago, and represents a model for a diversified, responsible destination connected to the new demands of travellers,” said Carlos Muñoz, chief commercial officer and deputy CEO of HBX Group.
During his speech, Muñoz also highlighted that the global travel industry is valued at $11 trillion and is growing twice as fast as the global economy, as the B2B travel market is projected to reach $94 billion by 2032, reinforcing the importance of strategic alliances.
Javier Cabrerizo, chief strategy and transformation officer, focused his presentation on the impact of Gen Z on the travel industry.
Cabrerizo explained that, for them, travel is not just a form of leisure, but an essential part of their identity, a way to express themselves, connect, and share.
He also emphasised that Gen Z travellers seek authentic, personalised, and sustainable experiences. They represent 30% of the global population and 40% of all consumers, and their way of travelling is redefining the rules of the game: they seek convenience, flexibility, and a seamless digital experience from start to finish.
They are also heavy users of social media content, which becomes their primary source of inspiration and decision-making when planning.
“If I don’t post it and no one sees it, did it really happen?” he said.
They also value peace of mind, as it’s found more than 70% suffer from frequent anxiety, which is why they prioritise trips with support, insurance, and frictionless logistics.
Given the recent debut of HBX Group as a listed company in the Spanish Stock Market, this was also part of the conversation.
Isabel Green, director of investor relations, and Carla Stent, independent board member of the Group, highlighted the role of governance and transparency as fundamental pillars following the IPO.
“This milestone positions us to attract new investments and continue promoting our B2B model with a unique value proposition,” said Stent.
