Among the highlights were the opinions of the group’s main managers, as well as sector experts, who showed the evolution of the travel sector landscape, with special attention to the dynamics of the regional market.
Nicolas Huss, CEO of HBX Group, opened the event by talking about the growing influence of Generation Z on travel trends: “Generation Z travelers are reshaping the industry with their preference for last-minute bookings and package deals. tourist. However, their brand loyalty remains relatively low,” said Huss. “Importantly, sustainability is non-negotiable for them, which significantly influences their travel choices.”
Lauren Atlass, VP Commercial for North America, and Gisela Blok, VP Commercial for Latin America, reported a notable increase in interest in travel, with HBX Group recording a 25% increase in searches, amounting to 5.6 billion daily searches. Among the five fastest growing destinations for Latin American travelers are Hong Kong, Shanghai, Joao Pessoa, Curaçao and Salvador de Bahia. For their part, North American travelers are more interested in Mazatlán, Zurich, Barbados, Sorrento and Tokyo.
Increase in domestic travel and last-minute vacations in the Americas
MarketHub Americas stands out as one of the most important events of the year for HBX Group, highlighting the changes and opportunities in the US and Latin American travel markets.
According to HBX Group data, Mexico is emerging as the main destination and origin market in LATAM. Brazil, which registers the most significant growth in the region, follows as the second most popular destination, and the Dominican Republic as third. The increase in internal travel within Mexico and Brazil is also one of the highlights of the region. It should be noted that the average stay in LATAM is 3.3 nights, reflecting the region’s attractiveness for longer vacations.
In North America, New York remains the top destination, attracting both domestic and international travelers. Las Vegas and Miami follow. Domestic travel dominates the US market, showing an upward trend compared to the previous year. Travelers to this region prefer shorter trips, with an average stay of 2.4 nights. This average has recently fallen to 2.1 nights, driven by the increase in domestic travel, where quick getaways and short vacations are more common.
It is worth highlighting the substantial increase in last-minute bookings in North America, especially in the last four weeks. This increase is mainly due to the expansion of the national market, where travelers are increasingly making more spontaneous travel decisions. The highest levels of bookings in North America are seen between August and September, indicating a peak travel period in late summer.