Leading independent B2B travel tech marketplace HBX Group recently held its flagship MarketHub Europe 2025 in the Algarve region of Portugal. This event attracted industry leaders to analyze the main trends influencing the future of travel across Europe.

During the occasion, executives and experts from various firms shared insights on Europe’s role in the global travel landscape, advancements in technology and AI, the emergence of Gen Z, and the increasing significance of digital payments.

Paula Felstead, Chief Information Officer of HBX Group, emphasized the critical role of technology in data management and predictive analysis. “Our platform handles over 6.2 billion searches and 80,000 requests per second. Thus, we have invested €200 million in technology over the past three years, aiming to create quicker, more reliable, and scalable connections between our partners – whether travel product providers or distributors.”

The commitment to technological innovation is also evident through the sophisticated integration of Artificial Intelligence in operations. Xabier Zabala, Chief Operations Officer, showcased real-world applications of generative AI in travel operations, including an AI-powered customer service platform called Olivia and various advanced technological processes.

Daniel Nordholm, Chief Product and New Business Officer, noted that “the integration of smart payments and effective treasury management is crucial for sustainable growth in the sector.”

Coping with Changes in an Evolving Market

Europe remains pivotal in global tourism growth, with destinations like Portugal, Greece, and Croatia leading a surge in international arrivals post-pandemic. The Algarve welcomed 5.2 million visitors in 2024, doubling the count from ten years prior, and stands as a model for responsible tourism aligned with travelers’ changing demands. Carlos Muñoz, Deputy Chief Executive, stated: “The global travel industry is valued at $11 trillion and is expanding at a pace twice as fast as the global economy.”

The B2B travel market is anticipated to reach $94 billion by 2032, highlighting the necessity for strategic partnerships. Trends such as experiential tourism and the rise of new demographics like digital nomads are reshaping offerings across the region, emphasizing sustainability, authenticity, and technology.

The Young Generation’s Impact

Javier Cabrerizo, Chief Strategy and Transformation Officer at HBX, discussed Gen Z’s influence on the travel sector, indicating that travel is not merely leisure for them but a vital aspect of their identity and expression. They seek genuine, tailored, and eco-friendly experiences and represent 30% of the global population and 40% of consumers. Their expectations—such as convenience, flexibility, and seamless digital interactions—are redefining travel.

Additionally, over 70% of Gen Z travelers experience anxiety, making support, insurance, and smooth logistics a priority during their trips.

A New Era Post-IPO

The recent listing of HBX Group on the Spanish Stock Market was also a focal point during discussions. Isabel Green and Carla Stent highlighted governance and transparency as essential components following the IPO. “This milestone positions us to attract further investments and promote our B2B model with a unique value proposition,” said Stent.

MarketHub Europe continues to assert itself as a premier event for industry collaboration and thought leadership, reaffirming HBX Group’s dedication to responsible technology and the future of global tourism.