Delegates at MarketHub Europe, an industry-leading event organised annually by HBX Group, have heard key insights into current travel trends and market growth.

Through different keynotes and round tables, the senior leaders of the group reflected on the challenges facing the sector, the need to balance technological advances with sustainability and ethical considerations, as well as the potential of technology to improve the travel experience and create new business opportunities.

Key highlights were also provided on the constant evolution travellers’ habits, with a special focus on European and Middle Eastern destinations.

HBX Group has registered a 25 per cent increase in searches on its platforms, now totalling 5.6 billion per day.

Globally, Europe remains one of the leading inbound and outbound markets, while the Middle East continues to grow.

Globally, the United States and Spain stand out as two of the main traveller receptors and London, Paris, New York, Dubai and Barcelona are the cities experiencing the highest demand.

Although all regions have experienced growth in their bookings compared to 2023, China and Japan stand out notably.

Carlos Muñoz, chief commercial officer of HBX Group, highlighted the increasingly important role of Gen Z and their consumer habits in defining travel trends: “With a clear focus on last-minute bookings and a preference for package tours, Generation Z is already reshaping the way the industry operates.

“In addition, their high awareness of sustainability clearly shapes their travel choices.”

Europe has consolidated its position as a destination after the pandemic.

The continent achieved an increase of more than 60 per cent in bookings as a destination compared to 2019.

Spain and Italy are two of the most popular countries, with most travellers choosing Europe arriving from United Kingdom, United States, Germany and Spain.

London, Paris and Rome continue to be the favourite cities and the average stay is three nights, with a growing trend of one-to-three-day bookings. Among the fastest growing destinations are the Balearic and Canary Islands. 

In the Middle East, the relevance of last-minute bookings has grown.

Markets such as the United Kingdom, Saudi Arabia and France continue to be key outbound markets for tourism to the region.

Last-minute bookings are crucial in this market, where they account for more than 40 per cent of the total.

The average stay is around three nights, and Dubai, Abu Dhabi and Mecca are among the most popular destinations.

Among the top ten favourites, Doha shows up as one of the fastest growing options.