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In this exclusive interview recorded during the Market Hub Europe conference in Algarve, Portugal, Xabier Zabala, Chief Operating Officer of HBX Group, shares actionable insights on how artificial intelligence is transforming the travel and hospitality industry. He discusses HBX Group’s strategic approach to AI implementation, the launch of their AI-powered platform "Olivia," and how voice technologies like “Voice Twins” are reshaping customer service training. Zabala also addresses the challenges of data quality, the slow pace of AI adoption across the industry, and how travel companies can balance automation with human expertise. Whether you're a travel technology provider, tour operator, OTA, or hospitality executive, this is a must-watch conversation on the future of travel operations and customer experience in the AI era. #MHUB25 #MarketHub #MarketHubEurope #TravelIndustry #ArtificialIntelligence #TravelTechnology #HospitalityInnovation #HBXGroup #XabierZabala #AIinTravel #TravelTrends #TourismTech #TravelAutomation #ConversationalAI #VoiceTech #TravelCustomerService #DigitalTransformation #B2BTravel