Post by HBX Group

HBX Group has published its latest intelligence report, 'The State of AI in B2B Travel Distribution', offering a closer look at how artificial intelligence is actually being used across the industry today. Based on proprietary survey data from HBX Group’s global client base - including retail travel agents, tour operators and wholesalers, the findings reflect the perspective of those managing bookings, customers and operations on a daily basis. What emerges is an industry that has clearly embraced AI, but is still figuring out how to make the most of it: 📈 65% of respondents are already using AI in some form 📈 55% see it as critical or very important to their future success. 📈 64% say AI is already having a positive impact on their day-to-day work. However, adoption remains uneven. In many cases, AI is being used in targeted ways – supporting content creation or customer interactions, rather than being fully embedded into core business operations. Javier Cabrerizo, Chief Strategy, Transformation & AI Officer at HBX Group, said: “The barriers we are seeing - particularly around trust, training and usability - point to a broader shift in where the challenge now sits. This is no longer about access to AI. The technology is already available and evolving rapidly. The real challenge is adoption at scale: prioritising where value lies, embedding AI into day-to-day workflows, and building the confidence to use it effectively.” Looking ahead, interest is moving toward more advanced, operational use cases that simplify complexity and improve efficiency across core workflows. The report suggests that the next phase of AI in travel will be defined not by experimentation, but by execution, and how effectively businesses can translate intent into real, measurable impact. Read the full press release and download the report here: https://lnkd.in/etwtaUDT