HBX and Dida forge seven-year partnership

The alliance aims to capture Chinese and broader Asian demand via AI-led channels

HBX Group and China’s Dida have concluded a seven-year strategic agreement that makes HBX a preferred supply partner within Dida’s ecosystem. The alliance aims to capture Chinese and broader Asian demand via AI-led channels.

HBX Group and Dida have formalised a seven-year partnership that positions HBX as a preferred global supply partner within Dida’s distribution ecosystem. The goal is to build a more integrated foundation to source, manage, and scale international demand, with a priority focus on Asia, as Dida presents itself as the No.1 distribution company in China. The agreement combines HBX’s depth of inventory with Dida’s ability to connect to fast-growing “mobile-first” and “AI-first” demand channels. The collaboration follows an infrastructure-led logic, built for the long term.

“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.” said Daryl Lee, CEO of Dida Holdings.

The partnership embeds HBX’s inventory into Dida’s demand channels to enhance exposure. This strengthens Dida’s proposition with a broad, high-quality global portfolio and rich content and attributes that improve the performance of recommendation engines. Both partners highlight deep technology alignment, multi-channel reach, and a stronger ability to meet rising expectations for more personalised, experience-led journeys in China, across Asia-Pacific, and worldwide.

The alliance reinforces the shift towards an AI-led, machine-to-machine relationship. In this context, the companies are prioritising long-term technical alignment rather than pure transaction volume. The ambition is to streamline discovery, pricing and fulfilment, with processes that are increasingly automated and optimised in real time. By combining Dida’s AI capabilities with HBX’s supply, content and fintech components, the two groups aim to create a next‑generation distribution engine built for scale and reliability.

“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.” summarised David Amsellem, Chief Distribution Officer at HBX Group.

HBX Group operates B2B brands such as Hotelbeds, Bedsonline, The Luxurist, Roiback and The Civitfun, with a presence in more than 170 countries and over 3,500 employees. Founded in 2012 and headquartered in Shenzhen, Dida presents itself as a leading B2B travel group in China and Asia-Pacific, structured around Dida Hotels, Dida Flights, Dida Go and Dida Experiences. Together, the partners aim to drive incremental bookings in fragmented markets, improve conversion through data, and simplify technical flows for hoteliers and distributors.