London, 2 October 2025 — HBX Group (HBX.SM), a leading independent B2B travel technology marketplace, has announced the global launch of an innovative AI-powered voice channel for customer service, in collaboration with Ayesa, a global provider of technology and engineering services and a specialist partner in Artificial Intelligence and user experience. This represents the definitive modernisation of HBX Group’s customer support ecosystem, completing the integration of AI across all key channels: chat, email, helpdesk and now, telephone. “Our goal is to offer our customers a faster, more intuitive and modern experience, while simplifying management and reducing response times. This improves both team efficiency and customer satisfaction. This launch also marks an important step forward in embedding artificial intelligence into HBX Group’s processes, and demonstrates our commitment to constant innovation, where technology and the expertise of our teams always go hand in hand,” said Xabier Zabala, Chief Operations Officer at HBX Group.“With this innovation, we are transforming the telephone support experience, setting ourselves apart from traditional systems and creating real value for those who rely on us.” The project, led by Ayesa’s new AI – Data & Digital Experience division, is built on Google Cloud’s Contact Center AI (CCAI) platform. At its core, it integrates components such as Dialogflow for advanced virtual agents, along with the latest Gemini generative AI models from Google Cloud. The result is a voice channel capable of eliminating background noise, transcribing with high accuracy, and mantaining conversations that flow naturally, as if speaking to a real person.A revolution in telephone customer serviceThe new solution offers a more natural and seamless customer service experience. As soon as the customer contacts the system by telephone, it will ask them a simple question: ‘How can I help you with this booking?’ From there, they can explain what they need in their own words, without having to navigate through menus.Key features include:Natural language interaction: customers can speak freely, and the AI interprets their intent.Automated resolution: the system can instantly handle routine tasks such as booking reconfirmations, enabling more than 30% of requests to be resolved without human intervention.Intelligent transfer to agents: when human support is required, the AI directs the call to the right team and provides a full transcript of the request, avoiding repetition and reducing handling time.This change addresses the two main objectives of the project: modernising the customer experience by offering a faster, more intuitive and less frustrating service; and increasing operational efficiency by automating high-volume, low-complexity queries, freeing up agents to focus on more complex cases.This new service creates clear added value for both customers and the company: customers get the help they need more quickly, explaining in their own words and receiving either an immediate solution or a seamless connection to the right expert without repeating their case; while the company benefits from greater operational efficiency and higher customer satisfaction through automation of routine calls and the creation of a modern, frictionless telephone experience.Victor Fernandez, Director of AI - Data & Digital Experience at Ayesa, states that "the launch of the voice channel for HBX Group is not just a technological milestone; it is the realisation of our vision of a truly unified and frictionless customer experience. This project demonstrates the ability of our new AI - Data & Digital Experience department to orchestrate complex technological ecosystems and deliver transformative business value."While many companies still rely on basic telephone menu systems, HBX Group is taking a step forward with a truly conversational interface. The integration of natural language, automation and intelligent transfers sets a new standard in customer service, far above traditional systems.Global phased rolloutThe launch began in September 2025 and will continue with a phased rollout across markets and call volumes until November.During implementation, key performance indicators (KPIs) such as AI accuracy, customer satisfaction and containment rates will be closely monitored to guide service adjustments and optimisation at each stage. About Ayesa:Founded in 1966, Ayesa is a global provider of technology and engineering services, with 12,500 employees and a direct presence in 23 countries across Europe, the Americas, Africa and Asia. Led by José Luis Manzanares, the company generates turnover in excess of €700 million. About HBX GroupHBX Group is a leading global independent B2B travel technology marketplace that owns and operates Hotelbeds, Bedsonline, Roiback and The Luxurist. We offer a network of interconnected travel technology products and services to partners including online marketplaces, tour operators, travel advisors, airlines, loyalty programmes, destinations, and travel suppliers. Our vision is to simplify the complex and fragmented travel industry through a combination of cloud-based technology solutions, curated data, and a broad portfolio of products designed to maximise revenue. HBX Group is present in 170 countries and employs more than 3,500 people worldwide. We are committed to making travel a force for good, creating a positive social and environmental impact. HBX Group International PLC (HBX.SM) is listed on the Spanish Stock Exchange, ISIN:GB00BNXJB679. More information:www.hbxgroup.com HBX Group Media ContactPR & Media Relations media@hbxgroup.com Follow us: LinkedIn, Facebook, X, Instagram.  More information: Jon Ander CastellónJefe de Prensajacastellon@ayesa.comMob: +(34) 656 76 90 72 Laura ArranzDirectora de Comunicación y MarketingGlobal Grouplarranzr@ayesa.comMob: +(34) 607 68 97 76 

In a 2023 report, the Skift senior research team called Experiences “one of the most opportunistic and untapped markets in the travel industry.” At HBX Group, we share this view. Often positioned as ancillary services, Mobility & Experience products cover a broad range. Some examples are car rentals, transfers, museum entrances, theme park tickets, guided tours, and many other travel experiences.  Why sell ancillary products? Ancillary products have many business benefits. Below, we rounded up the top six:1. Increasing revenueAccording to McKinsey, the global travel experiences market presents an opportunity of over $1 trillion. By adding ancillaries, you can grow revenue without raising the price of your main product. 2. Improving customer experienceTravellers increasingly plan trips around experiences. This means they might choose a destination thanks to an excellent tour, a theme park, a concert, or a museum. Offering these experiences as ancillary products helps improve their travel experience, thus satisfaction. 3. Cross-sellingA client booking a trip to Paris may also be interested in skip-the-line tickets for Disneyland, guided museum tours, or a Seine River cruise. By cross-selling these products, you earn more while solving your client’s problem. What’s more, the client sees you as the trusted expert with great recommendations. 4. Building relationships with clients and partnersYou provide clients with a more complete travel experience, strengthening your brand reputation. They will know you have relevant ancillary services in addition to your core product, so they may choose you over a competitor who only provides the basics. On the B2B side, you broaden your network and build stronger partnerships in the travel ecosystem. 5. Expanding into new customer segmentsYounger travellers are especially experience-driven. In a McKinsey survey, 52% of Gen Z travellers said they’d prefer spending money on experiences, while only 29% of baby boomers said so. If you offer travel experiences that directly appeal to your target segment, they may be more likely to book with you. 6. Standing out in a crowded marketIf your core product is similar to your competitors, you can use ancillaries to differentiate your offering. Ancillary services for travel providers can include skip-the-line tickets, car hire options, or tour add-ons. Non-travel businesses can also include travel-related ancillaries. For example, at HBX Group, some of our partners are companies that want to offer holiday discounts (ancillary) as a part of their employee benefit programmes (core product). How can your business benefit from ancillary products? Using HBX Group and its brands, businesses can sell travel ancillaries and broaden their network. Here is how we help different types of travel businesses:Retail travel agentsHBX Group supports retail travel agents with two dedicated platforms: Bedsonline and The Luxurist. Bedsonline offers a global portfolio with over 250,000 hotels, 500 car hire providers, and 23,000 travel activities in various niches. With the cross-selling module in the Bedsonline Booking Engine, agents can easily add transportation, car rentals, insurance, and activities to their bookings. The Luxurist is exclusively for luxury travel clients. In addition to more than 5000 high-end hotels, it offers luxury ancillaries, such as 24/7 concierge services and bespoke tours. Using The Luxurist’s Itinerary Builder, agents can manage all luxury trips in one place. Wholesalers, tour operators, and OTAsFor wholesalers, tour operators, and OTAs, the go-to HBX Group platform is Hotelbeds. Hotelbeds offers over 23,000 travel experiences, including theme parks, tours, sporting events, museum entrances, cooking classes, sightseeing activities, and more. It also has an extensive mobility portfolio, offering car hire, shuttle transfer, and chauffeur services. 800 wholesalers, 3500 tour operators, and many OTAs already use Hotelbeds to strengthen supplier relationships, improve their value, and stay competitive.eCommerce solutions for airlines, employee benefits, and banksWith HBX Group’s eCommerce solutions, institutions can seamlessly offer Mobility & Experiences as ancillary services. Here is how we help different partners: Airlines: Increase revenue by offering holiday packages, including high-demand experiences, transfers, and car hire services that travellers will need.Employee benefits programmes: Increase employee satisfaction by offering unique benefits through HBX Group, including exclusive deals, holiday packages, and discounts.Financial institutions: Create a new revenue stream by offering HBX Group’s travel products through a white-label solution, fully integrated under your own brand. Available for banks, credit unions, insurance companies, and more.   Are you a Mobility & Experience provider?Whether you offer transport services or cultural activities, partnering with HBX Group puts your products in front of 60,000+ travel partners across the globe.Sign up now to reach new audiences today.Proven partner results in Mobility & Experiences Here are some results our partners achieved by incorporating HBX Group’s Mobility & Experiences into their offerings.eSky Group experienced triple-digit growth in two years"When we added varied products, we managed to improve very much – it turned into triple-digit growth over the last two years, in trading and merchandising. We managed to capture the right momentum between seasonality in source markets, and this approach gave us the opportunity to be, at the same time, a global provider and a local supplier to our end customers who are booking from us online."Jaroslaw Grabczak, Head of Commercial ProductID90 Travel has continuously hit revenue goals as an HBX Group partner"Every year that we have worked with Hotelbeds, we have achieved our revenue goals that we had set forth. Hotelbeds has always come to us with the right kind of supply solutions, which have helped us achieve those goals."Vishal Singh, Head of Hotels and ActivitiesHBX Group: Your TravelTech partner for ancillary revenueIf you’re not offering Mobility & Experiences, you might be leaving significant revenue on the table. Ancillary solutions create a win-win: you boost your revenue with relevant add-ons, while your clients enjoy a more complete travel experience. Connect with HBX Group today to make it happen!  If you’re a Mobility & Experience provider, HBX Group can help you grow in a similar way. By joining our network, your products become accessible to thousands of B2B travel partners, including agents, advisors, wholesalers, hoteliers, and institutions. Get in touch with us to learn more.

Dusit Hotels & Resorts, a globally recognised hospitality brand known for its Thai-inspired graciousness, has built a strong and productive partnership with HBX Group, focused on enhancing digital distribution and tapping into global leisure demand. This success story explores the collaboration’s objectives, key challenges, strategic direction, and the results of working with one of the world’s leading B2B travel platforms. About the hotelDusit Hotels & Resorts, the flagship brand of Dusit International, operates more than 290 properties in 18 countries across four continents. With a proud heritage rooted in Thai hospitality, the group combines local authenticity with global standards across its hotels and resorts. Founded in 1949 with the opening of the Princess Hotel in Bangkok, Dusit was among the pioneers of modern hospitality in Thailand. The brand continued to lead with innovations such as launching the nation’s first Thai-operated resort in 1987. Today, it continues to evolve, blending tradition and modernity to offer enriching experiences to travellers worldwide. Previous situation and challengesLike many established hotel brands, Dusit Hotels faced the challenge of modernising its approach to leisure distribution. While working with a variety of partners across business segments, the distribution strategy lacked the agility and integration needed to compete in a fast-moving, digital-first environment. As Nichlas Maratos, Head of Commercial at Dusit Hotels & Resorts and company representative at HBX Group’s MarketHub Asia summit in 2025, explains: ‘Our challenge – or opportunity – for the last many years has been moving distribution into a more digital, connected environment.’Dusit needed a platform that would provide scalability, technical connectivity, and access to diversified source markets – all without adding complexity to their operations.Choosing HBX GroupHBX Group emerged as the ideal partner to meet Dusit’s evolving needs. HBX Group's extensive global network and advanced technology infrastructure offered a solution that could support long-term digital transformation. ‘We partner with different companies for different parts of the business,’ said Maratos, ‘but we see HBX Group as being able to deliver unique opportunities in terms of the breadth of the market they can cover.’ Beyond market access, working closely with teams across the organisation, Dusit benefits from a partnership built on collaboration, trust, and shared ambition. ‘We work with many people within the organisation, at many different layers, to help us deliver on what we need for our business,’ Maratos pointed out. ‘For me, it’s very much about synergy and collaboration that gets us to the right results.’ The outcomesThrough its collaboration with HBX Group, Dusit Hotels has significantly advanced its digital distribution strategy. HBX Group has played a pivotal role in enabling this transition, offering not only technology and reach but also a high degree of collaboration. The relationship has allowed both sides to continuously identify new opportunities while addressing challenges proactively. As Maratos put it: ‘It’s never an easy process to move distribution to a different space. But we have a very collaborative working relationship, and we’re constantly surfacing opportunities and challenges on each side that we’re able to solve together.’ The partnership has delivered tangible results, but more importantly, it has laid the groundwork for scalable, future-focused growth in a rapidly changing travel environment. Key highlights of the partnership’s results include: Direct connectivity currently covers 39 Dusit hotels globally, with more properties expected to be added in 2025.Room nights production grew 103% year-on-year (YTD April 2025), demonstrating a significant uplift in business volume.Booking creation increased by 95% year-on-year (as of May 2025), reflecting strong demand generation and effective distribution via HBX Group’s network.  Why work with HBX Group?HBX Group is a global travel marketplace with a wide range of interconnected B2B travel solutions. When it comes to hotelier partners, you have the opportunity to tap into previously inaccessible demand through a suite of tailored solutions and a powerful, connected network. Some of the main benefits include: Access to over 60,000 travel distributors: Including 50,000 travel agencies and 3,500 tour operators, as well as airlines, loyalty programmes, affiliates, among others. Global reach in more than 190 source markets: Whether you're looking to attract long-haul travellers or boost local bookings, HBX Group  helps you connect with the markets that matter most. No competition with your direct channel: HBX Group distributes exclusively to B2B partners, supporting rather than undermining direct strategies. Effortless visibility: From positioning to promotion, HBX Group ensures your property gains exposure where it matters most.Interested? Become our partner today and discover how we can boost your property’s success.

September 23, 2025 – Palma de Mallorca / Madrid. HBX Group, a global leader in B2B travel technology, and Queer Destinations, an international point of reference for LGBTQ+ tourism, have signed a Letter of Intent to collaborate in driving inclusive and sustainable tourism worldwide. This agreement reflects the shared commitment of both organizations to promote diversity, equality, and inclusion within the travel industry, while empowering destinations, hotels, and service providers to create safe and welcoming environments for LGBTQ+ travelers. The global LGBTQ+ travel segment is valued at more than $4.7 trillion annually. According to Credit Suisse, if it were a country, it would represent the world’s fourth-largest economy. Harnessing this potential, the alliance between HBX Group and Queer Destinations seeks to transform the way tourism embraces diversity and inclusion. A Strategic Alliance. As part of the collaboration: As part of this agreement, HBX Group will implement the Queer Destinations Committed standardsacross the corporation to receive the distinction, designed to train all employees on LGBTQ+ inclusion.On the other hand, Queer Destinations will work with HBX Group to engage with their strategic partners, integrate inclusive booking tools, and boost the visibility of those businesses that meet the Queer Destinations Committed standards.Both parties will coordinate a joint communication strategy to promote this strategic alliance, aiming to spark a genuine transformation in how the tourism sector understands diversity and inclusion, and provide a new level of safety and excellence for the queer community around the world. Voices of Leadership“At Queer Destinations, we believe that inclusion is not only an essential value but also a driver of innovation and growth in tourism,” said Edgar Weggelaar, CEO of Queer Destinations. “Pinkwashing is no longer acceptable. Travelers demand actions that generate real impact within companies and across society as a whole.” Oriol Pamies, Founder of Queer Destinations, added: “At a time when LGBTQ+ rights are under threat in many parts of the world, this alliance allows us to continue building safe spaces for the queer community — setting a new global standard that will forever change the way we travel.” On behalf of HBX Group, Elena Perez, Chief Human Resources and ESG Officer, stated: “At HBX Group, we believe that travel should be safe, inclusive, and welcoming for everyone. Partnering with Queer Destinations is a meaningful step toward sparking genuine transformation in how our industry understands and embraces diversity, inclusion, and safety.” Pamies further emphasized: “With every purchasing decision, the LGBTQ+ community can reward the companies that openly support us — those who choose to stand on the right side of history.” Next Steps:Key commitments of the collaboration include:•Delivering diversity training to all HBX Group teams.•Working with partners worldwide to make their operations more inclusive.•Coordinating a joint communication strategy to promote this alliance and amplify its impact across the tourism sector. About HBX GroupHBX Group is a leading independent B2B travel technology marketplace that owns and operates Hotelbeds, Bedsonline, Roiback and The Luxurist. We offer a network of interconnected travel tech products and services to partners such as Online Marketplaces, tour operators, travel advisors, airlines, loyalty programs, destinations and travel suppliers. Our vision is to simplify the complex and fragmented travel industry through a combination of cloud-based technology solutions, curated data, and an extensive portfolio of products designed to maximise revenue. HBX Group is present in 170 countries and employs more than 3600 people around the globe. We are committed to making travel a force for good, creating a positive social and environmental impact. HBX Group International PLC (HBX.SM) is listed on the Spanish stock exchanges, ISIN:GB00BNXJB679.  More information:www.hbxgroup.com HBX Group Media ContactPR & Media Relations media@hbxgroup.com Follow us: LinkedIn, Facebook, X, Instagram. About Queer DestinationsQueer Destinations is a leading organization in the development of strategies for more inclusive tourism, focused on the LGBTQ+ community and acting as a bridge between governments, destinations, and organizations. Its educational program “Hospitality Meets Diversity” has trained thousands of tourism professionals, with the goal of ensuring safe, respectful, and discrimination-free spaces for all travelers. With an international presence and strategic alliances with governments, companies, and institutions, Queer Destinations drives a model of tourism based on diversity and human rights. Press Contact:Alejandro Villalobos – Project ManagerQueer Destinationsalejandro.villalobos@queerdestinations.com604124614