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Some sectors are more vulnerable to cyberattacks than others, and the hospitality industry is one of them. Due to the vast amount of personal and financial data it handles daily, combined with increasing digitalisation, cybercriminals are seizing new opportunities to attack this industry. This landscape demands that hotels improve their cybersecurity measures not only to protect their guests but also to safeguard their business continuity. This article will explore how cybersecurity is currently affecting the hospitality sector, as well as the opinions of experts in the field.Cybersecurity threats to the hospitality industry: An overviewCybersecurity is becoming an increasingly prominent topic—and for obvious reasons. By 2028, global cybercrime damages are estimated to hit $13.8 trillion annually, a staggering increase from the $10.5 trillion expected in 2025, report Cybersecurity Ventures and Statista. In hospitality, the impact will be especially evident: vulnerabilities in IoT and connected technologies are forecast to cost businesses over $3 trillion worldwide by 2026. This is particularly relevant as hotels increasingly adopt smart solutions like contactless check-in, automated services, and AI-powered guest experiences. What does this mean? Hotels will need to continuously strengthen their security measures to protect both their guests and their business, as the associated costs—especially regarding reputation loss and customer trust—could soar. In relation to this, Scott Patterson, CEO of The Knox Corps and an expert on cybersecurity best practices, points out that 'there are organisations that, if attacked today, would not survive tomorrow. A breach could lead to bankruptcy, and customers’ financial and confidential information could be at risk.' This brings us to the next section of this article.  Why is the hospitality industry particularly vulnerable to cyberattacks?To begin with, as Christo Butcher, Global Lead for Threat Intelligence at NCC Group and Fox-IT, explains, 'the travel sector is particularly friendly, making its employees vulnerable to social engineering attacks.' The helpfulness of staff can become an entry point for cyberattacks. 'Additionally, cybersecurity levels in the hospitality industry are often lower than in other sectors', Butcher adds. Apart from these factors, there are other reasons why hotels are an attractive target for cybercriminals, including: Sensitive personal data: Hotels store large amounts of information, from passport numbers to credit card details, making this data a lucrative target. Multiple entry points: Regarding this point, Scott Patterson states that 'the many access points in this sector make it easier to become compromised. Between email communications, phone calls, third parties, partnerships, websites, and even payments, the travel industry makes itself a prime target for cybercrime.' Third-party providers: Hotels often rely on third-party service providers, whose security practices can introduce additional risks. Employee turnover: The high turnover rate in the hospitality sector can create gaps in cybersecurity training. This year, it's estimated that 70% of hotel staff will have access to sensitive data without continuous cybersecurity training, according to the World Economic Forum. Interconnected systems: The integration of property management systems (PMS) with other platforms increases complexity and attack potential. Considering all this, the more knowledge we have about potential attacks, the better prepared the sector will be. This principle is also supported by Paula Felstead, our Chief Tech, Data and M&A Officer at HBX Group: 'In an increasingly interconnected world, it's essential to champion awareness and collaboration around cybersecurity, empowering everyone to not just react to threats but to proactively work together.'  Common types of cyberattacks targeting hotelsThere is no doubt that the hospitality industry faces many challenges when it comes to cybersecurity. This happens more often than we might think, and it’s important to talk about it to understand what new threats for hotels exist, what tactics cybercriminals are using, and most importantly, what solutions are effective. As Christo Butcher points out, 'While companies may be reluctant to admit they’ve been victims of cyberattacks, sharing their experiences, especially the technical details of the attacks, with trusted authorities like Fox-IT and NCC Group is crucial. Anonymous reporting helps the travel sector build stronger defences by learning from collective experiences, rather than keeping mistakes to themselves.' Here are some of the biggest challenges in the hospitality industry when it comes to cybersecurity for hotels:1. Social engineering & phishingSocial engineering exploits the hospitality sector's customer service mindset, manipulating situations to benefit cybercriminals at the expense of targeted businesses. Social engineering exploits human psychology rather than technical vulnerabilities. Email Phishing: Deceptive emails designed to steal credentials.Spear Phishing: Attacks targeting specific individuals.Voice Phishing (Vishing): Fraudulent phone calls to extract confidential information.  Prevention:Regular staff training on phishing and suspicious communication.Strong spam filters and email validation.Enable two-factor authentication (2FA) on all critical systems.2. Supply chain vulnerabilitiesThe integrations between hotel systems and external suppliers are frequently targeted in cyberattacks. A weak point in an API can compromise the entire network. Prevention:Implement strict access control for third parties.Conduct regular audits of vendor cybersecurity policies.Use endpoint monitoring tools to detect anomalies.3. RansomwareThis type of attack involves locking down critical systems until a ransom is paid. These attacks are expected to rise significantly in the coming years, especially if adequate security solutions are not implemented. Prevention:Maintain secure, offline backups.Use advanced threat detection systems.Continuously educate teams on how to avoid suspicious links and downloads.4. Internet of Things (IoT) attacksThe growing use of IoT devices in hotels, such as smart locks and climate control systems, increases vulnerabilities. Many IoT devices connect to the network without robust security. Prevention:Ensure IoT devices use secure, unique passwords.Regularly update IoT device software.Encrypt data transmitted by IoT devices.   New & emerging cyber threatsDeepfakes & AI-generated attacksDeepfake videos or audio generated by artificial intelligence can now convincingly impersonate a company executive or supplier—convincing staff to transfer money or share sensitive access credentials.Prevention:Establish internal verification protocols for all high-risk requests.Train staff to be cautious, even when the “source” appears legitimate.Learn more about deepfakes via the Spanish National Cybersecurity Institute.Identity theft & credential hijackingAttackers are increasingly stealing staff or guest credentials, using them to gain persistent access to systems or resell on the dark web. Prevention:Implement 2FA or multi-factor authentication across all systems.Monitor for abnormal login patterns.Encourage use of secure password managers.New malware-based intrusionsModern malware doesn’t just aim to cause disruption—it seeks ongoing, hidden access. Attackers may try to steal your password, then install malware that quietly monitors activity long-term. Prevention:Deploy endpoint detection and response (EDR) software.Limit administrative access to only essential users.Keep operating systems and software fully updated. Practical cybersecurity tips for hoteliers1. Change passwords regularlyUse long, complex passwords and rotate them every few months. Avoid reusing passwords across systems. A compromised password is often the first gateway to broader attacks.2. Use two-factor authentication (2FA)2FA adds an extra layer of protection, requiring not just a password but also a verification code sent to a separate device. It’s a simple yet powerful way to block unauthorised access. Many hospitality systems now support 2FA, and we strongly recommend all partners enable it. Our team can help walk you through this setup.3. Run regular cyber risk assessmentsPrevention starts with visibility. Tools like Cybersential, from our trusted partner Wallbid (and available for our hotel partners in Europe and the UK), give hoteliers a clear picture of vulnerabilities before they turn into costly breaches. With a tailored cyber rating report and expert-reviewed action plan, you can: Safeguard guest data and protect your reputation.Prevent business interruptions from ransomware or data breaches.Save on recovery costs by addressing risks early.Ensure continuous security improvements with annual reassessments that track progress over time. As an HBX Group partner, you can access Cybersential at an exclusive rate—making it easier for your property to identify risks, mitigate threats, and uncover hidden blind spots. Get in touch with Wallbid’s team to learn more about the opportunities it brings to your property.Final thoughtsThe cybersecurity landscape for the hospitality industry in 2025 presents significant challenges, but also opportunities for those who are prepared. The evolution of digital threats, especially with the rise of technologies like artificial intelligence and IoT, requires hotels to remain proactive in their defences. As Scott Patterson mentions, 'Before focusing on trends, focus on the basics.' With a solid strategy and a collaborative culture, the hospitality industry can successfully face cybersecurity challenges ahead. That’s why we encourage you to invest time and effort in learning more about the potential threats your property can face, and rely on partners committed to cybersecurity that won’t compromise your hotel, like HBX Group. As Paula Felstead points out, 'At HBX Group, we see cybersecurity as a communal obligation. We all owe it not only to our own organisations, but also to every individual and business connected to us. Every transaction made within this ecosystem reflects our duty, and over the past three years, we’ve faced emerging threats head-on by investing significantly in security. With a dedicated cybersecurity team, we’re committed to ensuring that every transaction is handled with care.' Are you interested in experiencing it firsthand? List your property today! Register your property

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.   

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.