HBX Group is embarking on a significant transformation by restructuring its operations into five distinct business verticals, a move designed to enhance agility and customer focus while embracing artificial intelligence.
Photo: traveldailynews.com
Hbx group: A Bold New Direction
In a bid to align with the ever-evolving needs of the travel market, HBX Group International plc has unveiled a new organisational model. This strategic shift aims to bolster operational agility and deliver improved customer service across its travel ecosystem.
The Five Vertical Model
The reorganisation introduces five dedicated business verticals, each tailored to focus on specific aspects of the travel industry:
- Sourcing
- Distribution
- Fintech
- Mobility & Experiences
- Hoteltech
With this new structure, each vertical will bear full accountability for its performance and customer success, ensuring a streamlined approach to service delivery.
Embracing Technology and AI
The integration of artificial intelligence and automation tools is central to this restructuring. By embedding these technologies deeper into operations, HBX Group aims to facilitate faster execution and enhance profitability, creating greater value for both partners and customers.
Leadership Changes to Drive Success
Accompanying the structural changes are key updates to the Senior Management Team. David Amsellem, previously the Chief Distribution Officer, will now lead Distribution across both wholesale and retail channels. Xabi Zabala will head the Sourcing vertical while continuing to oversee Operations. Daniel Nordholm will expand his role to include Product, Tech & Data, while Stephanie Fougou joins as General Counsel.
In a transition phase, Paula Felstead will step down from her role as Chief Information Officer to explore new opportunities, and Carlos Muñoz will shift from Chief Commercial Officer to Senior Advisor, with plans to join the Board in 2026.
The Vision for Sustainable Growth
Nicolas Huss, CEO of HBX Group, expressed confidence in the new direction, stating that the company’s strong foundations, including proprietary technology and long-standing relationships in the travel ecosystem, position it well for sustainable growth. The organisational model is intended not only to enhance delivery speed and scalability but also to create a more customer-centric business.
Looking Ahead
As a leading global B2B TravelTech entity, HBX Group operates well-known brands such as Hotelbeds and Bedsonline. The company is set to publish its full-year 2025 financial results on 26 November 2025, with expectations aligning with previously announced guidance. This upcoming presentation will shed more light on the new operational model and strategic direction, positioning HBX Group to navigate the increasingly complex landscape of travel distribution.
