Global B2B traveltech marketplace HBX Group entered a new seven-year preferred strategic partnership with Dida Holdings, the AI-first travel distribution platform, on Thursday, 12th February.
The partnership establishes HBX Group as a preferred global supply partner within Dida’s distribution ecosystem.
Together, the two companies will build a more integrated, technology-driven foundation for how international travel demand, particularly from China and Asia, is sourced, managed, and scaled over the coming decade.
HBX Group chief distribution officer David Amsellem said of the partnership: “Dida represents a unique convergence of China leadership, AI-ready distribution, and global reach. By formalising this long-term partnership, we are positioning our supply to perform where travel demand is heading, not where it has been.”
Likewise, Dida Holdings CEO Daryl Lee remarked: “As travel distribution enters an AI-led, machine-to-machine era, long-term alignment matters more than breadth. This partnership reflects deliberate choices about how we build at an infrastructure level, not just the products we transact with. Together with HBX, we are laying down a foundation designed for the next decade of global travel.”
A powerhouse partnership
Together, HBX Group and Dida create a powerful combination of global supply strength and AI-driven, high-growth demand.
As China’s leading B2B travel platform, Dida provides HBX Group with direct access to one of the world’s most advanced digital travel markets and ensures HBX Group’s inventory is embedded into fast-expanding AI-led, mobile-first demand channels.
At the same time, HBX Group enhances Dida’s proposition with a broad, high-quality global portfolio, including premium and hard-to-source properties, supported by rich content and attributes that improve the performance of Dida’s AI recommendation engines.
Through this new partnership, these companies stand to benefit from deep technology alignment, multi-channel reach, and the ability to meet rising traveller expectations for personalised, experience-led journeys across China, Asia and the world.
A partnership for the age of AI
As travel shifts rapidly toward AI-driven, machine-to-machine distribution, both companies share the belief that long-term competitive advantage will be built through deep technology alignment, not just broader transaction volume.
Indeed, this collaboration is designed for a world where travel discovery, pricing, and fulfillment are increasingly automated and optimised in real time.
By combining Dida’s leadership in China, AI-native demand capabilities and multi-channel reach with HBX Group’s strong global supply, content, and fintech capabilities, the partnership creates a next-generation distribution engine built for scale and reliability.
Likewise, this agreement sets down the groundwork for broader innovation areas beyond traditional hotel distribution.
Both companies will collaborate on fintech and payment solutions that reflect the unique requirements of China’s digital ecosystem and aim to improve cross-border transaction efficiency and traveller experience.
They will also explore cross-market technology development, with HBX supporting localisation for China and APAC, while Dida contributes its expertise in AI and automation to help scale next-generation capabilities globally.
Finally, the partnership includes joint development of future-ready distribution models designed for agent-based booking, real-time optimisation and fully automated decision-making.
That said, the agreement positions both companies at the forefront of an industry that is rapidly shifting toward AI-led commerce.
