Roiback, part of HBX Group, launches new hotel…

This comes at a time when hoteliers' woes are growing

Roiback, part of HBX Group, has launched OdysseIA, its new AI-powered marketing intelligence platform designed to help hotels regain visibility, optimize advertising investments and accelerate direct channel growth.

OdysseIA’s debut, which will take place at FITUR 2026 in Madrid next week, is 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 focuses exclusively on direct hotel digital marketing, with technology designed to help hoteliers identify, understand and activate high-value audiences based on first-party data and gain “actionable” intelligence through machine learning.

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