Hotelbeds launches its new HBX Group brand

Introduction of group brand will also see FinTech products added in 2024

Bedbank Hotelbeds has launched its new group brand, HBX Group to lead the B2B TravelTech company into the next phase of its evolution.

Two years on from its move to the TravelTech space, the company has introduced new product lines to meet the needs of the end consumer as they seek a “frictionless end-to-end travel experience”.

“As we continue our transformation as a world leading TravelTech company, HBX Group simplifies our structure into four distinct brands under our new umbrella,” said CEO Nicolas Huss.

“We have completely rebuilt our tech stack over the past year to support this shift and better serve our clients and partners by improving our reliability and number of self-service tools to maintain our market position.”

The group will go to market with a collection of B2B solutions including Hotelbeds, Bedsonline, Roiback and TravelStack.

HBX Group will also be simplify its brand architecture, to provide a much “clearer and streamlined experience for all partners”.

As a result, existing product brands including last minute travel and Carnect, will continue to operate but will eventually be fully integrated into the HBX Group ecosystem.

Hotelbeds’ long-standing flagship event, the MarketHub, as well as its innovation hub, the TravelTech Lab, will also be endorsed by HBX Group.

It will also be underpinned by new technology, which has been re-engineered in just under one year.

The new HBX Group transaction platform is an open-source relational database management system emphasising extensibility and SQL compliance, allowing for more effective use of data and unlimited scalability.

This complete re-platforming, re-architecture and new cloud-based infrastructure enables HBX to have a global, cloud-based modern tech stack on which to build its future ecosystem strategy.

The technological transformation is said to effectively futureproof the company.

The company has refactored all visible channels – including its websites – which are now device agnostic.

The changes are driving tangible increase in booking conversion and have been achieved for a capital expenditure of €11 million.

Huss added: “Being an ecosystem player enables us to provide our customers with interconnected products and services, which complement each other and which, when combined and sold seamlessly together, gives our clients what they want, when they want it.

“It also streamlines the buying process while enabling clients to upsell ancillary products, enhancing their business and providing frictionless travel to the end consumer.”

Supporting the transition into an ecosystem player, Hotelbeds’ accommodation, mobility and attractions sales teams have been brought together as part of the new Group infrastructure, enabling them to cross-sell all product lines and streamline client relationships as they will now have one point of contact for all sales activity.

As part of the evolution to HBX Group, the company will introduce fintech products in 2024, including travel insurance, payment solutions, and multi-currency solutions.

These products will be embedded into the company’s core business to offer its clients and partners these services across their total business volumes.

“As travellers increasingly seek the connected trip experience with all aspects of their travel included in the same ticket, we must ensure we’re meeting this need through travel insurance and associated financial products,”

“We have offered hotels since our inception in 2001, later adding car hire, transfers and attractions. Financial services are the natural next step in our business development and one our clients have asked us to provide.”