HBX’s Javier Cabrerizo on the challenge of evolving markets

Javier Cabrerizo, chief strategy officer at HBX, shares insights on how Generation Z is influencing global travel dynamics during the recent MarketHub 2025 summit held in Macau.

With younger travelers increasingly embracing the skies and road, it is evident that Gen Z is making significant waves across the global travel and tourism landscape.

Key Insights from the Interview

Gary Marshall had the privilege of interviewing Cabrerizo:

Gary Marshall (GM): The topic focused on Gen Z, described as those born from 1995 onwards. Can you elaborate on their aspirations in travel booking?

Javier Cabrerizo (JC): Most are unaware that Gen Z accounts for 40% of global consumption. The travel industry faces the challenge of adapting to this generation’s different approaches compared to older demographics.

Gen Z seeks seamless travel experiences where they can consolidate all bookings on a single platform. They prefer being catered to by travel advisors for comprehensive tour packages.

The Luxury Travel Perspective

Gary Marshall: The luxury sector seems crucial; are they looking for high-end properties?

Javier Cabrerizo (JC): Indeed, two-thirds prefer luxury offers. They are driven by social media influences and often favor smaller, authentic experiences over traditional luxury brands.

Market Strategies for Gen Z

Gary Marshall: What changes should the industry anticipate?

Javier Cabrerizo (JC): Marketing strategies must evolve. It’s vital to engage with this demographic on social media platforms and adapt messaging to inspire rather than convince them.

Javier Cabrerizo has been integral to HBX Group’s strategic direction for the past decade, focusing on growth opportunities and transforming the travel industry landscape.