Global travel technology company HBX Group stated that the use of artificial intelligence (AI) and automation is the main key to creating a smooth and hassle-free travel experience in the tourism industry.
"We're focused on eliminating friction from start to finish. Currently, most text-based interactions with customers are powered by AI, and we're starting to expand that to voice interactions," said HBX Group Chief Strategy and Transformation Officer Javier Cabrerizo at MarketHub Asia 2026 in Bali on Thursday.
The company develops technology to simplify the overall travel process through automation processes applied across various lines, including improving customer service response, distribution, and technology integration in the hospitality sector, especially in multilingual services.
