HBX Group's Roiback launches new hotel direct channel AI platform

It comes at a time where struggles are increasing for hoteliers

Roiback, part of HBX Group, has unveiled OdysseIA, its new AI‑powered marketing intelligence platform designed to help hotels regain visibility, optimise advertising investment and accelerate the growth of the direct channel. 

The debut presentation of OdysseIA will take place at FITUR 2026, next week in Madrid, said to mark a "new milestone in Roiback’s innovation roadmap, reinforcing its commitment to delivering advanced, efficient and fully privacy‑compliant technology to hotels".

The AI platform exclusively focuses on hotel direct‑channel digital marketing with technology designed to help hoteliers with the identifying, understanding and activation of high‑value audiences based on first‑party data, with machine learning for "actionable" intelligence.

“OdysseIA represents our vision for the future: helping hotels grow with greater autonomy, better intelligence and stronger profitability, in a digital environment where privacy is no longer optional but a requirement,” said Cristina Perea, managing director of Roiback.