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Hotelbeds’ Bertrand Sava on Gen Z and travel agents in the 21st century travel landscape
Bertrand Sava, general manager for retail and travel agencies for HBX Group's Hotelbeds, was part of a panel at the recently concluded MarketHub 2025 trade conference which discussed key trends happening in the sector, particularly within the Asia Pacific. Sava, as well as other HBX officials, pointed out that, far from becoming obsolete, travel agencies and their agents are thriving well in this day and age. In this exclusive interview, Save shares further insights with Travel Daily Media’s own Gary Marshall. Travel Daily Media (TDM) Right now, travel agents are in, I think you used the word, a re-emergence of the travel agencies; and you also commented that travel agents are misunderstood; so, let's just touch on those two topics, if we may. Bertrand Sava (BertS) Let's start with the misunderstanding about travel agents, I would say. Actually, the example I gave you, is my own case; I mean, I'm relatively new to this industry, here for three years now. When I was invited to join [HBX Group] to take that role as its retail general manager, I was really thinking about whether or not there was a real and thriving business and growing business; and indeed, there was and it's still growing. What is surprising is that what is actually fueling that growth is not only transactions from the older generations that used to use travel agencies regularly, but from the Gen Z, which is something that people may consider a little bit surprising. Indeed, 40 percent of Gen Z are aware that they are relying on travel agents whenever they book their trips. They really want something unique, something that connects to their values. Gen Z really wants something that suits them so they value the experience all the more, particularly the add-ons, the hidden gems they wouldn’t have found out about. They value all that more than just the total cost of the trip, and that's exactly where travel agents need to be at. In the context of overtourism TDM Okay;now, let’s touch on that word over-tourism. My assumption, and I could be wrong here, is that this Gen Z, to use your terms, is looking for more experiential places, maybe even getting out of the big cities and so forth. Are they just tapping into the travel agents for another level of expertise about where to go that's beyond the big cities? BertS I think that it's balanced, right; because on one hand, they like to go where they can have that post, that picture, that selfie, and therefore that's relying a bit much on over-tourism. On the other hand, they also prefer to do solo travel, that uniqueness that they are looking at; so I think they are also open to the potential solutions to the over-tourism which may involve travelling off-season or going to places that aren’t as famous as the regular attractions, right? TDM You made a comment this morning, and it was so telling: 65 percent of travelers feel overwhelmed. And I liked that saying: Too much information kills information. BertS Yeah, it was actually a French journalist who said that. But I love it, because there often really is too much information. That's what happens when you want to book somewhere or even if you're just searching, You get bombarded by offers; there’s just too much information, and it just feels overwhelming. TDM So a lot of these Gen Zs are actually using social media of some kind. You also made a comment saying a travel agency or agent needs to be where the customers are. But, to be more specific, on what sort of platform do you think they ought to be based on your research? BertS Well, I mean, you know, it's social media, it's travel blogs, it's opinions posted online, even instant messaging platforms. Those are all the platforms that Gen Z is using these days; and, for travel agents, that’s where they need to be. They also need to be active, posting, reacting, and showcasing, because they're really creating a relationship with clients even before they show up at the door, and that’s very important today. Being service oriented gets results BertS I think that successful travel agents have always focused on amazing customer service. If you give great customer service, you will have a winning business. I mean, you want your customers to come back, and they will come back if they know that you are going that extra mile they need in some cases. Then they will come back for the next one, and the next one after that; so this is very important. TDM You made a comment in the session that customers are willing to spend 67 percent more if the experience is worth it. Now, are you talking about the experience with the travel agents or about the actual experience at the destination? BertS I was speaking of that in general. As a consumer, you're ready to spend more if the sales experience is worth it, right? Now, if the sales experience is good, the price is less important. Statistically, Gen Zs seek out luxury accommodation, and it's like every two out of three, right? In which case, they’re mean, they're seeking something unique, something that really suits their tastes. Another interesting statistic is that Gen Z actually spends 20 percent more than the average traveller. So, if it’s worth it, they’ll do it. TDM I also liked what was said earlier today wherein a lady on one of the panels said that the oldest generation was all “Let’s work now, then travel later.” BertS But Gen Z wants their travel time now, not when they retire, and they will repeat the experience. That’s why they think it’s worth it, and also why they’ll happily pay up for it. About Bertrand Sava A French national, Bertrand Sava has been general manager for retail and travel agencies for HBX Group subsidiary Hotelbeds since March 2022. He has a well-demonstrated history of working in the information technology and services industry. As such, he is highly skilled in the fields of banking, sales management, as well as financial technologies (fintech.)
TDM interviews Pippa Williamson, Vice President Commercial Hotelbeds
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Hotelbeds signs a strategic partnership with Palladium Hotel Group
Hotelbeds has formalised a new strategic partnership with Palladium Hotel Group to enhance the distribution of their properties across Europe. This strategic partnership will provide travel professionals with access to a curated selection of Palladium Hotel Group most sought-after accommodations, ensuring exceptional experiences for travellers in Europe. Under this strategic partnership, Hotelbeds will offer its B2B clients a portfolio of properties across Europe, including iconic destinations such as the Costa del Sol, Ibiza, Menorca, Sicily and Tenerife. “This agreement with Palladium Hotel Group marks a significant milestone in our continuing partnership” said Carlos Muñoz, Chief Commercial Officer at HBX Group. “We are proud to deepen our relationship with them and enhance our commitment to delivering exceptional value and service to our B2B clients and their customers.” “We are deeply satisfied to continue our long-standing partnership with HBX Group. This new agreement represents an exciting opportunity to take this relationship to the next level and generate additional value for our hotels across Europe”, stated Rafa Rubi, Regional Sales & MKT Sr. Director EMEA+A at Palladium Hotel Group.
Hotelbeds expands its offering through strategic partnership with TH Resorts
Hotelbeds, part of HBX Group, has unveiled its latest collaboration, joining forces with TH Resorts, a prominent hospitality chain in Italy. This collaboration marks an exciting milestone as it adds 30 modern 3 and 4-star properties to Hotelbeds' preferred portfolio, offering clients exclusive access to special rates and enhanced travel experiences. The partnership with TH Resorts aligns with Hotelbeds' commitment to expanding its accommodation portfolio and providing clients with diverse and high-quality travel options. The addition of TH Resorts' properties offers clients the opportunity to explore popular summer destinations such as Sicily, Sardinia, Puglia, Calabria, as well as renowned ski destinations in the Italian Alps. Additionally, properties in cities like Rome, Assisi, and Lazise (Garda Lake) provide clients with convenient access to cultural attractions and urban experiences. “Partnering with TH Resorts aligns perfectly with our mission to provide clients with diverse and high-quality travel options.”, said Carlos Muñoz, Chief Commercial Officer at HBX Group. "This strategic collaboration enables us to expand our preferred portfolio and offer our clients exclusive access to a diverse range of accommodations in highly sought-after destinations. Together, we look forward to enhancing the travel experiences of our clients and showcasing the best of Italy's hospitality offerings." TH Resorts boasts an impressive collection of properties totalling 6048 rooms, making it the largest regional chain in Italy. With a focus on delivering exceptional hospitality experiences, TH Resorts has been recognised for its excellence by winning the TripAdvisor Travelers' Choice Awards for multiple establishments, including hotels, villages, and resorts, receiving outstanding reviews from travellers worldwide. "We are excited to collaborate with Hotelbeds and offer their clients access to our properties in Italy", said Stefano Maria Simei, Sales and Marketing Director at TH Group. "This partnership allows us to expand our visibility and showcase the high-quality hospitality we offer at our properties in Italy to international guests. We look forward to welcoming travelers to our hotels and ensure they have an unforgettable stay."
Hotelbeds and H World International sign a new strategic partnership
In the picture, from left to right, Contracting Manager Chains at Hotelbeds, Eve Vranken; Chief Commercial Officer at HBX Group, Carlos Muñoz; Senior Vice President Commercial H World International, Johanna Lamke; Regional Manager Chains at Hotelbeds, Mónica Pascual and Digital Senior Director, Jade Liu, at ITB Berlin on Tuesday 5 March. Hotelbeds, part of HBX Group, consolidates its strategic partnership with H World International, marking an expansion of its preferred portfolio. This distribution agreement offers clients enhanced access to premium lodging options across 21 countries. Through this alliance, Hotelbeds will leverage its global network of more than 71,000 travel distributors across 190 source markets to seamlessly integrate H World International’s properties. These include hotels from the Steigenberger Hotels & Resorts, IntercityHotel and Zleep Hotels brands, amplifying distribution opportunities for clients worldwide, including in hard-to-reach areas. Carlos Muñoz, Chief Commercial Officer of HBX Group, said: "This strategic alliance underscores Hotelbeds’ steadfast commitment to delivering unparalleled value and choice to our clients, reaffirming our position as the preferred partner for travel professionals worldwide. With H World International, we are poised for a journey of mutual growth and success." H World International’s portfolio encompasses a wide range of acclaimed hotel brands, each offering distinctive experiences tailored to meet the diverse needs of travellers. From luxury experiences at the Steigenberger Hotels & Resorts, urban vibes at IntercityHotels to Zleep Hotels which combine Scandinavian simplicity and quality where it matters: These brands embody excellence in hospitality catering to a wide range of traveller preferences. "The partnership with Hotelbeds is an important pillar of our distribution strategy. It enables us to increase awareness of our strong brands like Steigenberger Hotels & Resorts and IntercityHotel and make our portfolio available to a global B2B network. Overall, it helps us continue our international growth, giving us access to new markets and segments", said Johanna Lamke, Senior Vice President Commercial H World International.
The meaning of “X” in Hotelbeds’ group brand HBX Group
Carlos Muñoz, Commercial Chief Officer of HBX Group The introduction of group brand, HBX Group marks a strategic shift in Hotelbeds’ vision, as outlined by Carlos Muñoz, Commercial Chief Officer of HBX Group, shedding light on key motivations and ambitious plans. In a tête-à-tête with Brand TD by Travel Daily Media, Muñoz emphasises on the transformation of Hotelbeds into an ecosystem player within the B2B space, envisioning a comprehensive platform that amalgamates various products and services seamlessly. The "X" in HBX represents people, technology data, and then having the product that meets that. Brand TD: What are the key motivations behind the coming together of Hotelbeds to HBX Group? Carlos Muñoz (CM): With this new group brand, we wanted to express and to communicate a change in the value that we provide to the market. We are in a journey to become the ecosystem player in the B2B space. What we want is to create the platform for the industry, the B2B platform for the industry to develop and to play in this ecosystem. So, what we are putting in place is a number of products. We already have accommodation. Also, transfers or activities in the destination. We are including FinTech, InsurTech, technology and data. All these different products and services we want to combine and to offer to our customers in a way that is seamless and easy to consume. Brand TD: Do you plan to drive growth and expansion for Hotelbeds in the increasingly competitive global travel market? CM: Oh, of course, we have high growth plans. Our focus to deliver these obviously is based on our pillars. Number one is people, which is our people on the ground, with the strong relationships with our partners, which are the clients and the hotels mostly. So, we interact personally with every customer. We have 60,000 B2B customers and 100,000 directly contracted hotels. We understand their business model, we understand their needs And the second pillar is the data, and the third pillar is the technology. Thus, this combination of understanding the business model, applying data, and finding solutions to technology is what is going to drive the growth for us in the future. Carlos Muñoz, Commercial Chief Officer of HBX Group Brand TD: How would you approach the challenge of balancing the needs and expectation of both suppliers, hotels and customers to travel agents and OTAs to create mutually beneficial partnerships? CM: I think our proposition and our ability to create value for them is very compelling. What makes us very different is this combination of having the direct relationship with the partners understanding the business model and using the data and the technology. Let me explain, we approach a certain hotel in our portfolio, let's say here in Bangkok, and we tell them according to the data, 5% of your business is coming from the Japanese market. But your concept, is similar to other hotels in the area and they are getting 15% of the business from the Japanese market. I can help you because I have the direct relationship with the Japanese customers and jointly with the hotel, we can develop campaigns promotions initiatives to close this gap. This is the way in which we give value to the hotels and, by the way, these customers that we provide, which are typically from travel agencies or tour operators, they cannot be reached directly. And we do not compete for the end consumer because we are a pure B2B player. That is for the hotel perspective. From the customer perspective, it is also similar, it is the combination of the people the data and the technology that I mentioned before. Brand TD: Is there any truth to the rumored IPO? And if so, what does the anticipated timelines and roadmap look like? Well, I think this potential sale of Hotelbeds is a decision from our shareholders. It is not a decision from management at the moment. We are not working on that.
Hotelbeds signs exclusive partnership with Merlin Entertainments
WINTER HAVEN, FL --Captain Brickbeard and Adventurer at the LEGOLAND Hotel at LEGOLAND Florida Resort (PHOTO / LOCK + LAND, Chip Litherland) Hotelbeds and Merlin Entertainments have signed an exclusive distribution agreement for its six LEGOLAND® Hotels at LEGOLAND® Resorts in the United States. The two companies have had a long-standing successful theme parks and attractions partnership, but this new contract will be their only hotel offering. Encompassing LEGOLAND® New York Hotel, LEGOLAND® California Hotel, LEGOLAND® California Castle Hotel, LEGOLAND® Florida Hotel, LEGOLAND® Florida Pirate Island Hotel, and LEGOLAND® Florida Beach Retreat Resort, Hotelbeds will be the sole partner of B2B accommodation bookings globally. Chris Leonard, Managing Director of Mobility and Experiences at Hotelbeds, said: “This partnership marks a new phase in our relationship with Merlin and is an endorsement of our joint success to date. Thanks to our extensive global footprint, we are able to now support LEGOLAND® Hotels in attracting customers from around the world while also helping agents attract new customers seeking new holiday experiences.” Reservations made by travel agents will include access to LEGOLAND® Resort’s signature Halloween extravaganza “Brick-or-Treat” running on select nights until 29 October 2023. Additional benefits of staying at LEGOLAND® Hotels include: Early access to LEGOLAND® theme parks Easy access to the LEGOLAND® Water Park in California and Florida and Peppa Pig Theme Park in Florida Complimentary breakfast “Bringing families with children ages 2 – 12 together to create awesome family memories is what we excel at and we’re excited Hotelbeds is able to work with us to offer families across the globe the unique LEGOLAND® experience,” said North America Director of Public Relations for Merlin Entertainments Julie Estrada. LEGOLAND® Hotels become part of Hotelbeds’ portfolio of more than 300,000 hotels and 16,000 experiences worldwide.
Hotelbeds signs global distribution partnership with Hopper
TravelTech company Hotelbeds has signed a new strategic partnership to provide Hopper with access to its portfolio of 300,000 hotels across 195 countries. The agreement enables Hotelbeds to continue growing its business in the U.S. while opening up new markets for Hopper, which is North America’s third largest online travel marketplace and number one downloaded travel app. Data from the U.S. International Trade Administration reports that total travel and tourism output was valued at $1.7 trillion in 2021. “This new partnership will help us expand our footprint further in the dynamic U.S. market,” said Carlos Muñoz, Hotelbeds Chief Commercial Officer. “Joining forces with Hopper – the world’s fastest growing travel app – will also help us reach new client sectors, across both trade and consumer segments.” As a global B2B travel ecosystem player, Hotelbeds will enable Hopper to source more diverse inventory for its customers. Hotelbeds’ booking platforms provide fast and reliable access to properties across the world, including those in the luxury sector and more than 37,000 sustainable hotels. Hopper, meanwhile, is a travel agency, fintech provider, and e-commerce platform, powering the Hopper app and partners’ direct channels. The Hopper app has more than 100 million downloads and is predominantly used by Gen Z and millennials, with 70% of Hopper customers made up of travellers under the age of 35. “We’re proud to partner with Hotelbeds – a global, hotel contracting powerhouse,” said Dakota Smith, President and Co-Founder of Hopper. “Ensuring that travellers have transparency and optionality has always been at the core of Hopper’s offerings. Partnering with Hotelbeds will allow us to supercharge our efforts in building a best-in-class global hotel supply network.”
Hotelbeds introduces new digital tools to make selling travel easier for clients
With the summer holiday season in full swing, Hotelbeds is helping its clients manage the growing demand for travel by introducing new products and tools. The travel tech company is launched a new chatbot and hotel marketing suite to streamline the booking and enquiry process for travel agents and partners. “Our customers are at the heart of everything we do and these new web-based products will assist them in helping their clients more effectively,” said Bertrand Sava, Hotelbeds’ Managing Director of Retail and Bedsonline. “We have teams in every corner of the world to help our clients but our new chatbot, Olivia, means we can now serve them 24/7.” Olivia embraces AI Olivia, Hotelbeds’ first artificial intelligence-based virtual assistant, is ready to provide direct guidance on a wide range of topics. With quick and easy answers to everyday enquiries, this innovative solution is the latest in a series of self-service tools designed to support travel agents in their work. Among its functionalities, Olivia can: Guide customers through the Bedsonline booking engine, helping them to make and manage a booking, provide insights on how to use tools such as The Compass, how to send a quote, and much more Help agents to register with Bedsonline and share details about the latest offers Support and help agents with technical questions such as how to access the website, how to use our self-service tools, and even provide guidance for emergencies at a destination Olivia is currently only available to Bedsonline customers but will be rolled out to all Hotelbeds customers in the coming months. The latest additions to the Star Collection Programme Hotelbeds’ Star Collection Programme brings together its suite of marketing solutions in a way that gives hotel properties maximum exposure in the B2B marketplace while also equipping travel agents with unique recommendations to help them make the best choice for their clients. Both hotel partners and travel agents have now access to the latest industry data. They can also enjoy new functionalities and improvements to the platform including: Real-time access to relevant destination information such as current weather and average prices Discover minimum hotel prices Download relevant hotel information Create customised marketing collateral, such destination flyers, customising them with the agent’s branding or choosing the hotels to include Identify special deals with hotels to spot the best rates A new era for the Star Brochure Designed to make it easy to offer fully personalised travel brochures to agents, the Star Brochure has gone digital in a completely new format, making it the ultimate marketing tool for attracting and retaining today’s travellers. From interactive and dynamic content to encourage greater interest and to highlight Hotelbeds’ extensive portfolio, the electronic format and the customisation tool allow for easier creating bespoke marketing materials and sharing of content by agents with their clients in a multitude of formats. The Star Brochure is a 100% customisable tool to meet the individual needs of each agent. Whether they need to create customised brochures or more hotel information to facilitate choice, it’s all there, as well as booking buttons and interactive articles and multimedia content to attract travellers. With global coverage including hard-to-reach markets, hoteliers enrolled in Star Brochure will have access to a more direct sales channel to connect with the 71,000 travel suppliers working with Hotelbeds and capture the attention of travellers.
HotelBeds Introduces Chatbot Olivia to Facilitate Online Booking
eTurboNews: Hotelbeds, a TravelTech company, has introduced new products and tools. These are aimed at assisting clients in managing the growing demand for travel during the summer holiday season. Among these offerings are a new chatbot and hotel marketing suite aimed at streamlining the booking and enquiry process for travel agents and partners. Bertrand Sava, Managing Director of Retail and Bedsonline at Hotelbeds, highlights the company’s customer-centric approach and commitment to providing effective assistance. Hotelbeds has recently launched web-based products, including the chatbot Olivia. These tools are specifically designed to enhance the efficiency of travel agents and partners in serving their clients. With Olivia, Hotelbeds can now offer around-the-clock support to its clients. Hotelbeds aims to enhance customer service. It also aims to enable its clients to better navigate the increasing demand for travel during the summer holiday season. This is done by leveraging technology such as chatbots and web-based tools. The new virtual assistant Olivia comes with various functionalities to enhance customer experience. Olivia can guide customers through the Bedsonline booking engine, assisting them with making and managing bookings, providing insights on tools like The Compass, and sending quotes. The chatbot also helps agents register with Bedsonline and stay updated on the latest offers. In addition, Olivia supports agents with technical questions and provides guidance for emergencies at destinations. Currently available to Bedsonline customers, Olivia will soon be made accessible to all Hotelbeds customers in the upcoming months. Read more: HotelBeds Introduces Chatbot Olivia to Facilitate Online Booking Copyright: eTurboNews is Travel Industry News - Travel & Tourism Story Telling Exposed
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