PUNTA CANA, Dominican Republic — During MarketHub Americas 2026, David Amsellem, Chief Distribution Officer of HBX Group, called for stronger collaboration across the travel ecosystem to address the challenges facing an industry undergoing rapid transformation.

Speaking to industry leaders gathered in Punta Cana, Amsellem argued that the travel sector faces a strategic choice: continue competing in isolation or embrace collaborative models that create value for every participant in the tourism value chain.

“The future depends on a clear and transparent strategy across the entire ecosystem. We need greater collaboration, shared goals, and a collective effort to create new growth opportunities,” he said.

Technology and AI Are Reshaping the Industry

Amsellem emphasized that technology—and particularly artificial intelligence—is redefining how travel companies operate. However, he noted that the real challenge goes beyond adopting new tools.

According to the executive, success will depend on how effectively companies use technology in a coordinated manner to improve efficiency and deliver better outcomes for customers, suppliers, and business partners.

He also highlighted the need for concrete actions and strategic partnerships that can accelerate the industry's transformation and help companies adapt to rapidly changing market conditions.

Building the Future Together

Amsellem pointed to events such as MarketHub Americas as valuable platforms for dialogue among tourism leaders from around the world.

“We need to talk about our future together. Bringing the people who are shaping tomorrow’s travel industry into the same room creates an incredible opportunity to drive meaningful change,” he said.

As the industry continues to evolve, Amsellem stressed that stronger cooperation between travel companies, destinations, and technology partners will be essential to unlocking the full potential of artificial intelligence, improving operational efficiency, and supporting sustainable long-term growth across the global tourism sector.