HBX Group today announced a new phase in its partnership with lastminute.com. Together, the two companies will accelerate growth in dynamic holiday packaging, one of the fastest-growing segments of the travel industry.
Spanning more than 50 countries and 20 languages, with a particular focus on Europe and the Americas, the partnership is designed to deliver new personalised options, more competitive packages, and a fully connected booking journey.
Traveller expectations are evolving rapidly as technology – specially AI – reshapes how people share, book and experience travel. This partnership reflects a shared ambition to stay ahead of that shift, bringing together technology, distribution and packaging capabilities to deliver more connected travel experiences at scale.
By combining complementary strengths, HBX Group and lastminute.com are building a more integrated approach to dynamic packaging. HBX Group contributes its global supply, data capabilities and proprietary packaging technology, while lastminute.com adds strong consumer reach and expertise in building and selling dynamic packages. Together, both companies aim to create more relevant offers in real time and make the booking experience more seamless from start to finish.
David Amsellem, Chief Distribution Officer at HBX Group, said: “Great partnerships don’t just respond to change, they anticipate it. With lastminute.com, we are combining complementary strengths across technology, data, and commercial strategy to unlock new opportunities in dynamic packaging, right where traveller expectations are heading. This next phase of our partnership with lastminute.com is about bringing our capabilities closer together to deliver more relevant, real-time travel experiences, while building a model that supports long-term, sustainable growth for both partners.”
“Working together, like booking together, is always a win-win situation” said Martin Kleinman, Supply Director and Chief Commercial Officer at lastminute.com. He added: “Our partnership strategy has always been about mutual growth, and this enhanced agreement accelerates our proven ability to deliver highly personalised, real-time travel experiences at scale in more markets. Ultimately, being able to offer more value and choice to holidaymakers is what drives us both.”
HBX Group operates a global network of interconnected travel technology platforms, connecting more than 54,000 distributors with a portfolio of over 330,000 travel products worldwide. By combining technology, data and strong partner relationships, the company continues to evolve its role within the travel ecosystem, enabling partners to scale and adapt in a rapidly changing market.
This strengthened partnership reflects HBX Group’s broader direction: building a more connected travel ecosystem through technology, data and strategic collaboration.
