HBX Group hosted MarketHub Americas 2025 in Panama City, bringing together over 500 travel and technology professionals at the Megapolis Hotel. The multi-day conference, themed “Connecting Horizons,” explored how innovation, partnerships and consumer trends are reshaping the travel industry.
Reflecting the event’s focus on global connection and regional relevance, Panama’s Minister of Tourism, Gloria de León, officially opened MarketHub Americas by spotlighting Panama’s strengths as both a proud host and global destination to watch in 2025. De León highlighted the country’s infrastructure, strategic geographic position, and growing reputation for sustainable, inclusive tourism, values that align with the event’s overarching theme.
Building on that sense of opportunity and purpose, Carlos Muñoz, HBX chief commercial officer and Deputy CEO, delivered a keynote on key forces shaping the future of travel, including the sector’s growing economic relevance, the powerful influence of Millennial and Gen Z travellers, the booming demand for nature-first experiences, and the evolving role of digital platforms in trip planning. “The future of travel is not something any company can build alone,” Muñoz noted. “It’s a shared journey. That’s why we’re doubling down on partnerships, because when we connect ecosystems, we unlock exponential value.”
Xavi Zabala, chief operations officer at HBX Group, took the stage to explore the real role of artificial intelligence in reshaping travel. Using an iceberg analogy, Zabala emphasised that while tools like chatbots draw attention, the real impact comes from the solid data foundations underneath. He predicted four major shifts: a new era of AI efficiency, the rise of autonomous agents, the emergence of AI-generated video, and the arrival of AI-first apps.
Continuing the conversation on evolving consumer expectations, Javier Cabrerizo, Chief Strategy & Transformation Officer at HBX Group, shared insights on how Gen Z is redefining the industry. With 72% of Gen Z travellers viewing travel as a form of self-expression, Cabrerizo called on the industry to evolve its offerings. He outlined five imperatives: integrated trips that unify services; hidden gems over commoditized destinations; storytelling and emotion-driven experiences; modern outreach via influencers and platforms; and, finally, brand accountability on sustainability, inclusion and transparency.
