At the recent MarketHub 2025 industry conference in Macau, HBX Group COO Xabier Zabala discussed practical applications of generative AI in the travel and tourism sectors.

Travel Daily’s Gary Marshall interviewed Zabala about the significant role technology plays in transforming industry operations.

Key Insights from Xabier Zabala

Xabier emphasized that AI is already reshaping the travel sector and will continue to do so. He pointed out:

• AI’s role in customer service: By automating customer support, HBX can respond to inquiries more swiftly, allowing staff to focus on complex cases.
• Increased productivity: Automation leads to enhanced efficiency, enabling better service delivery for both B2B partners and end travelers.

Specific Examples:

• AI tools are being implemented to give travel agencies personalized insights that simplify planning for consumers.
• The potential for improved content creation, error detection, and translation capabilities through AI speaks to the future of communication in travel.

Zabala concluded that education on effectively utilizing AI remains crucial as many business leaders express uncertainty about its implementation. His insights highlight a significant shift toward tech-driven solutions in travel, aiming to elevate the overall customer experience.