The meaning of “X” in Hotelbeds’ group brand 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.

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.