Markethub Americas: “The future of tourism lies in the experience, not just the destination”

The event, which brought together more than 500 industry professionals, stood out for its collaborative energy and the quality of the partner meetings, reaffirming the industry's commitment to joint growth and adaptation to new trends.

Cabrerizo emphasized that Generation Z doesn't travel simply to visit a destination, but rather seeks authentic experiences. For example, they prefer to travel to a city to learn to dance the tango and enjoy the local cuisine rather than simply get to know the place. This shift forces the industry to stop focusing exclusively on selling destinations and instead focus on offering meaningful experiences.

The event highlighted the evolution of HBX Group, which has evolved from a traditional bed provider to a comprehensive technology marketplace. The company now builds deep relationships with customers and suppliers, offering not only accommodations but also experiences, transfers, and financial products, consolidating a complete ecosystem for the modern traveler.

Regarding the relationship between Generation Z and travel agents, Cabrerizo emphasized that it remains very strong. Although there was speculation years ago about the demise of travel agencies, the global market has grown and continues to expand. Travel agencies have reinvented themselves, integrating digital tools and offering efficient and personalized services tailored to the demands of a young, connected audience that values ​​speed and human contact.

According to Cabrerizo, artificial intelligence doesn't seek to replace the human factor but rather enhance it. Automating repetitive tasks frees up time so professionals can focus on providing added value and personalized service, while maintaining the empathy and sensitivity that technology cannot replicate.

The topic of sustainability and price was also addressed, highlighting a polarization in travelers' decisions. While some seek to compare every detail based on price, others prioritize convenience and a seamless experience, willing to pay a little more if it saves them time and hassle. The trend suggests that time and quality of service are gaining importance over cost.

Finally, Cabrerizo emphasized the resilience of the tourism sector in the face of global crises and the importance of maintaining a long-term vision. Despite current uncertainties, the desire to travel and connect with new cultures remains strong. The verticalization of agencies, focusing on specialized niches such as weddings, luxury travel, and adventure, and the balance between technology and the human factor, will be key to future success.