MarketHub Americas by HBX Group celebrates inaugural day: Gen Z impact, full recovery and top destinations in US and LATAM

MarketHub Americas by HBX Group celebrates inaugural day: Gen Z impact, full recovery and top destinations in US and LATAM

The story appeared initially on TD (Travel Daily Media).

Carlos Muñoz


Top HBX Group executives and industry experts shared key takeaways, offering a nuanced perspective on the travel industry’s transformation, with a keen eye cast on the complexities of regional markets.

Nicolas Huss

Nicholas Huss, CEO of HBX Group, opened the event by highlighting the transformative impact of Generation Z on the travel sector: “Generation Z’s spontaneity is revolutionising the way we travel, as they increasingly opt for last-minute reservations and bundled packages.” While customers may demonstrate some affinity for their products, their overall brand loyalty remains remarkably subdued. “Significantly, sustainability is a fundamental requirement, profoundly impacting their travel decisions.”

Lauren Atlas, Vice President of Commercial Operations for North America, and Gisela Blok, her counterpart in Latin America, announced a significant spike in travel enthusiasm, with HBX Group recording a remarkable 25% surge in search inquiries, totalling an astonishing 5.6 billion daily searches. The top five fastest-growing destinations for Latin American travelers are Hong Kong, Shanghai, Joao Pessoa, Curacao, and Salvador de Bahia. Simultaneously, North American travelers show the greatest interest in Mazatlan, Zurich, Barbados, Sorrento, and Tokyo.

MarketHub Americas emerges as a pivotal event on HBX Group’s calendar, underscoring the transformative trends and untapped opportunities in the US and Latin American travel markets.

According to HBX Group data, Mexico has emerged as the leading destination and source market in LATAM, ranking at the top. The region’s tourism landscape was dominated by Brazil, which experienced substantial growth, ranking as the second most sought-after destination after Costa Rica. Meanwhile, the Dominican Republic secured the third spot. The sector’s success was further underscored by a surge in domestic travel within Mexico and Brazil. In LATAM, the average hotel stay is a substantial 3.3 nights, underscoring the region’s enduring allure as a popular destination for extended getaways.

In North America, New York remains a magnet for tourists, attracting both local and international visitors seeking unique experiences. Las Vegas and Miami trail closely behind, boasting their own distinctive charms that draw in millions each year. Domestic travel accounts for the majority of the US market, with a significant upward trend compared to the previous year. In this region, travelers overwhelmingly opt for shorter trips, with an average stay of 2.4 nights that has recently contracted to 2.1 nights, largely due to the surge in domestic travel where rapid getaways and short vacations are increasingly popular.

The trend worth noting is a significant surge in last-minute bookings across North America, particularly evident over the past month. The surge in bookings is largely fueled by a growing demand from domestic travelers, who are increasingly making impromptu travel choices. Peak travel periods in North America typically occur between August and September, with the highest booking levels observed during this time, suggesting a surge in demand for late-summer getaways.






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