Minor Hotels and HBX Group Expand Strategic Partnership to Include Hotels in Australasia, Africa, Middle East and Asia

Carlos Muñoz, Chief Commercial Officer of HBX Group (Left)
 Fernando Vives, Chief Commercial Officer of Minor Hotels Europe
 & Americas (Right) at MarketHub Asia 2025 in Macau, China

In an exciting development for the global travel industry, Minor Hotels and HBX Group have announced the expansion of their preferred distribution partnership, a move that promises to transform how the hospitality and travel sectors connect and operate. The announcement was made at MarketHub Asia 2025 in Macau, China, marking a pivotal moment for both companies as they enhance their collaboration on a global scale.

This new chapter builds on the success of Minor Hotels and HBX Group’s existing partnership in Europe and the Americas, and the expanded agreement now covers regions such as Asia, Australasia, Africa, and the Middle East. As part of the deal, Minor Hotels will integrate 181 properties from these regions into the distribution network, further extending the reach of its renowned brands, including Anantara, Avani, Elewana Collection, Tivoli, NH, NH Collection, nhow, and Oaks. Additionally, HBX Group will now be designated as a preferred B2B distribution partner, ensuring streamlined distribution, reduced operational costs, and enhanced control over rates and inventory.

The expanded partnership is set to give HBX Group’s vast global network, which connects 60,000 travel distributors in over 190 source markets, access to more than 560 Minor Hotels properties across 58 countries. As a part of this collaboration, Minor Hotels has also announced plans to add nearly 300 more properties to its portfolio over the next three years, which will also be incorporated into the preferred distribution partnership.

Carlos Muñoz, Chief Commercial Officer at HBX Group, expressed his excitement about the expansion, saying, "This global partnership represents a significant milestone in our collaboration with Minor Hotels. By consolidating distribution efforts and reducing operational complexity, we are enabling Minor to streamline its strategy and focus on reaching high-value markets where we can add real value. HBX Group becomes an extension of Minor’s commercial arm, bringing their brands to markets and customers that would otherwise be out of reach. Together, we are setting a new benchmark for what a true partnership between a hospitality group and a distribution tech platform should look like."

Ian Di Tullio, Chief Commercial Officer of Minor Hotels, echoed Muñoz’s sentiments, highlighting the importance of the partnership in fueling the company’s growth. "Our partnership with HBX Group has been instrumental in maintaining our agility and efficiency, allowing us to leverage best practices and insights from their network. This collaboration in Europe and the Americas has been invaluable in accelerating our growth and expanding our distribution. We look forward to broadening this successful relationship to encompass our global portfolio, ultimately delivering superior value to our customers."

Fernando Vives, Chief Commercial Officer of Minor Hotels Europe & Americas, further emphasized the success of the collaboration, particularly in the European and American markets. "Our collaboration with HBX Group has accelerated our growth in Europe and the Americas and provided us with the insights to refine our approach in the markets. As we expand our partnership globally, we are excited to build on this momentum and deliver greater value to our guests."

In addition to the business expansion, the announcement underscores Minor Hotels' ongoing commitment to HBX Group’s flagship event, MarketHub, a major gathering for the travel industry. Minor Hotels has played an instrumental role in supporting the event, having hosted MarketHub Europe 2023 at the nhow Amsterdam RAI, and will also host the 2025 European edition at the Tivoli Marina Vilamoura Algarve Resort in April.

As the travel industry continues to evolve, the expanded partnership between Minor Hotels and HBX Group sets a powerful example of how strategic collaborations can unlock new opportunities for growth, innovation, and efficiency in the global hospitality and travel sectors. With this expanded network, both companies are poised to offer more value to their customers, streamline their operations, and extend their reach into new and emerging markets.

For more information about HBX Group and its offerings, visit www.hbxgroup.com.