Global B2b travel technology marketplace HBX Group kicks off MarketHub Asia 2026 today, 4th February, in Bali, Indonesia.
The two-day event which runs till tomorrow, 5th February, revolves around the theme UNLOCKED; as previously reported, this refers to the rapidly evolving state of travel and technology in the near future.
MarketHub Asia brings together senior decision-makers from across distribution, hospitality, technology and data for two days of discussion focused on how the travel industry continues to evolve and what leaders need to do next.
As HBX Group’s chief distribution officer David Amsellem puts it:: “MarketHub Asia is where the real conversations happen. This is the forum where we cut through the noise and focus on what matters: the seismic shifts reshaping travel and how we capitalise on them together. Asia isn't following anymore; it's leading. This edition brings partners together to tackle the opportunities we're all chasing and the challenges no one's cracked yet.”
HBX chief sourcing and operations officer Xabier Zabala added: “From supply and demand dynamics to the role of technology and collaboration, MarketHub Asia is designed around practical conversations. It’s about how the industry works together to deliver better outcomes for partners and travellers.”
Who’s on the 2026 slate?
The programme opens with HBX Group chief finance officer Brendan Brennan’s talk on the forces reshaping travel technology today, from the growing impact of artificial intelligence to the changing expectations of travellers and partners.
HBX chief information officer Daniel Nordholm will be on hand to direct the conversation towards innovation and product development as he unveils a series of new products whilst explaining what the Group is currently building, the challenges these solutions are designed to address, and how they support the next phase of HBX Group’s ecosystem.
With the event’s strong focus on data and insight, Tourism Economics’ head of tourism analysis in the Asia Pacific Michael Shoory will provide attendees with a macroeconomic outlook of the region.
ForwardKeys intelligence and marketing director Olivier Ponti, on the other hand, will share data-led insights into travel demand and performance.
Concepts from beyond the traditional travel sector will also feature across the programme, including a keynote by John Sanei, a globally recognised futurist and business strategist, alongside cross-industry panels bringing together leaders from distribution, retail and hospitality.
These perspectives will feed into on-stage discussions with industry leaders on how travel businesses can respond to shifting market dynamics and translate insight into action.
