As travel businesses navigate economic uncertainty, rapid advances in artificial intelligence and increasingly demanding consumers, these are the issues driving conversations this week at HBX Group’s MarketHub Americas 2026 in Punta Cana, reports Travel Press Today’s (TPT) correspondent, Ilona Kauremszky from the event.
The annual conference, underway June 23-26 under the theme “The MarketHub: Unlocked,” has attracted approximately 580 delegates and more than 350 client partners from 16 source markets across the Americas, including travel suppliers, destinations, tour operators, technology providers and distribution partners.
For Canadian travel advisors, the event offers a timely snapshot of the trends shaping travel sales and distribution across the region.
From leveraging data and technology to better understanding traveller behaviour to building stronger supplier relationships and identifying new revenue opportunities, the conference agenda reflects the realities facing today’s travel marketplace.
Now in its 16th year, MarketHub has grown into one of the industry’s leading B2B gatherings, bringing together decision-makers from across the travel ecosystem to discuss both current challenges and future opportunities. While artificial intelligence and technology innovation are key themes, delegates are also examining the impact of global economic pressures, evolving consumer expectations and the growing importance of collaboration throughout the travel value chain.
HBX Group executives are using the event to underscore travel’s resilience despite ongoing geopolitical and economic uncertainty. Industry analysts and technology leaders are sharing insights into changing travel demand patterns, emerging consumer trends and how businesses can use data to drive growth across the Americas.
Beyond technology and market intelligence, the conference is placing a strong emphasis on leadership, adaptability and partnership. Sessions throughout the week explore how travel companies can remain competitive in a rapidly changing environment while creating more meaningful customer experiences.
“What makes MarketHub special is the mix of perspectives it brings together,” said David Amsellem, Chief Distribution Officer at HBX Group. “Every year, we see customers, suppliers and partners challenge each other’s thinking, uncover new opportunities and start conversations that continue long after the event itself.”
That spirit of collaboration is reflected in the conference’s strong industry support. Moon Palace The Grand Punta Cana serves as Host Sponsor, while leading global travel brands including Accor, Minor Hotels, Disney Destinations, Hilton, Wyndham Hotels & Resorts and Visit Panama are among the event’s principal partners.
“MarketHub has always been about partnerships,” said Xabier Zabala, Chief Sourcing Officer at HBX Group. “We’re proud to see so many of our partners supporting this year’s event and bringing their expertise to the conversation.”
For travel advisors and industry professionals across Canada, the discussions unfolding in Punta Cana offer valuable insight into where the travel industry is heading next—and how businesses can position themselves for growth in an increasingly connected and technology-driven marketplace.
And stay tuned, TPT’s correspondent Ilona Kauremszky will be connecting with industry leaders, suppliers and travel partners at MarketHub Americas 2026 throughout the week, so watch for additional conference coverage, executive interviews and key takeaways for Canadian travel advisors in upcoming editions of Canadian Travel Press and Travel Courier.
