All client customer service requests are now classified with a specific category and sentiment
24x7 local language coverage through chat thanks to LLM two-way real-time translation
More than 30% of repetitive cases in scope, like fee waivers, are now handled autonomously
Intelligent voice channel automates 18% of high-volume live phone interactions
Targeting 80% of interactions passing through AI automated resolution processes by late 2026
HBX Group, with Ayesa Digital, transforms its support using Google Cloud Contact Center AI, Dialogflow CX, ADK, and Gemini. This creates an omnichannel experience across chat, email, helpdesk, and telephone, automating routine inquiries and enabling experts to focus on complex, high-value client support.
HBX Group, with Ayesa Digital, transforms its support using Google Cloud Contact Center AI, Dialogflow CX, ADK, and Gemini. This creates an omnichannel experience across chat, email, helpdesk, and telephone, automating routine inquiries and enabling experts to focus on complex, high-value client support.
Turning scale into opportunity: The path to AI-powered B2B travel excellence
In the world of B2B travel, HBX Group is a massive engine, connecting 60,000 travel distributors to providers in 190 countries. But with global leadership comes a monumental challenge: managing over 127,000 customer cases every month. This volume spans nearly 60,000 emails and 50,000 phone calls, in multiple languages, often requiring the involvement of different partners at different parts of the world, and some sort of back and forth to resolve them successfully.
What HBX Group set out to build was not a standard deployment. The scope of the project was genuinely complex: a single solution had to work across chat, email, helpdesk, and voice, in multiple languages, adapted to different client realities, integrated with core business systems, with the operational precision required in customer service and capable of evolving as AI technology itself evolves. What made it achievable was a deliberate approach to building shared foundations. Components developed for one channel were reused and adapted across others; insights from email automation informed the voice implementation; and every new use case added to a growing base of cross-domain knowledge that made the next one faster and more effective. The ambition was significant, but so was the payoff.
Google Cloud’s product stack and solution met our expectations and proved to be the right fit for this transformation. Gemini delivered the accuracy, multimodal and multilingual capability, and cost profile we needed to build a future-ready platform.
Xavier Godoy Moya
Director of Customer Experience and Automation, HBX Group
HBX Group needed a foundation that could handle high-complexity inquiries making the most of service experts’ expertise and skills. After rigorous evaluation, Google Cloud emerged as the right fit for this transformation. The maturity of Dialogflow CX and the pace of evolution of Gemini models gave the team the confidence to commit to a long-term roadmap. To lead this transformation, they partnered with Ayesa Digital (formerly Emergya), a Google Cloud partner they had trusted since 2018.
Orchestrating an omnichannel ecosystem with Google Cloud and Ayesa Digital
Implementation began with a "Quick Wins Strategy," where Ayesa Digital first automated text-based channels like Chat, Email, and Helpdesk to de-risk the project before tackling the live voice channel. At the heart of this ecosystem is Google Cloud Contact Center AI (CCAI) and Dialogflow CX, which manage advanced, stateful conversational flows; with an increasing importance of ADK to use agentic features where they add value. By integrating Gemini models, the system moved beyond simple keyword matching to grasping intent, sentiment, and nuance across multiple languages.
The real magic happens through orchestration within a fully integrated ecosystem:
- Google Cloud CCAI as the intelligent core: The foundation of the project is Google Cloud Contact Center AI (CCAI). This platform provided the security, scalability, and AI capabilities that HBX Group’s enterprise environment required; and has proven a dependable backbone as the solution has grown in complexity.
- Expert orchestration by Ayesa Digital: Ayesa Digital designed and executed the deployment. Their "Quick Wins Strategy" was critical, delivering value incrementally by first automating text channels (Helpdesk, Mail, Chatbot). This de-risked the project and built a successful foundation before tackling the most complex channel: live voice. Ayesa Digital's expertise was not just in building bots, but in orchestration. They seamlessly integrated the Google Cloud CCAI platform with HBX Group's core technology stack, including the Vonage telephony platform and Salesforce CRM. This complex integration is what enables a true 360-degree view of the customer. What HBX Group and Ayesa Digital have built together is a reference example of how agentic AI, multilingual processing, and omnichannel integration can work in concert at enterprise scale, a blueprint that few organizations in the travel sector have yet attempted at once.
- A truly unified omnichannel platform: Holistic integration is the key to transforming fragmented data points from different channels into a single, continuous conversation. The result is a cohesive ecosystem that provides HBX Group with a comprehensive, real-time understanding of each case and overall client needs, empowering both AI and human agents to deliver smarter, faster, and more personalized support.
We are moving beyond conversational AI into agentic AI. The system built with Ayesa Digital and Google Cloud doesn't just respond to queries; it acts. It executes tasks in our backoffice, creating a seamless and instant experience for our customers. This is the foundation for the proactive future of customer service.
Xavier Godoy Moya
Director of Customer Experience and Automation, HBX Group
Additionally, Dialogflow CX is used to build advanced, stateful conversational flows that can handle complex, multi-turn interactions. The architecture is intentionally designed to evolve, remaining flexible as both the technology and HBX Group’s needs continue to develop. Gemini Models power the natural language understanding (NLU), allowing the virtual agents to grasp complex user intents, sentiment, and nuances across multiple languages, delivering more empathetic and human-like responses. For the voice channel, Google's generative voices using Chirp 3 create a natural, lifelike, and non-robotic experience, building trust with the caller from the first second. This is evolving into an agentic AI implementation as HBX migrates from Dialogflow CX into ADK and uses Gemini Live models for a much more natural and fast client experience.
This unified system creates a single "brain" that learns from every interaction, regardless of the channel. An improvement in how the email bot handles a query is instantly available to the voice bot, creating a powerful, compounding learning loop that makes the entire platform smarter every day.
Smarter by design, personal where it matters
The results of this strategic collaboration have been transformative. In specific repetitive areas, such as hotel confirmation numbers and fee waiver inquiries, automation handles 32.5% of cases autonomously. The successful deployment of the omnichannel CCAI platform is not the end goal; it is the foundation.
HBX Group, Ayesa Digital, and Google Cloud are already planning the next phase: a truly Agentic AI system. The AI transitions from a conversational partner to a proactive agent that can reason, plan, and autonomously execute tasks across multiple systems.
For instance, a client needing to amend a complex booking can now make the request conversationally. The AI agent will not only understand the instruction but will securely access the booking platforms, perform the required modifications, and issue a confirmation, all without human intervention.
This sophistication is being expanded across all channels, creating a unified conversational experience capable of handling virtually any repetitive request. By automating these high-volume, multi-step processes, HBX Group empowers its Customer Service Executives to disengage from the routine.
By automating high volumes of repetitive tasks, we've significantly increased our operational scalability and efficiency. This allows us to absorb greater contact volumes while enabling our service teams to focus where they create the most value: resolving complex client issues with the deep expertise and empathy that define our service quality.
Fermín Iribertegui
Global Contact Center Operations Director, HBX Group
Their role is elevated, allowing them to focus on the most complex and unusual client inquiries where their deep expertise provides the greatest value. This creates a hyper-efficient ecosystem where automated agents handle the predictable, while service experts master the exceptional.
The journey HBX Group, Ayesa Digital, and Google Cloud have taken together is still unfolding, and what they have built so far stands as a working model for how B2B travel companies can use AI to genuinely raise the bar for client experience. With a fully agentic future already on the roadmap, HBX Group isn’t simply reacting to where the industry is heading; they are helping to define it.
HBX Group is a world-leading B2B player in the TravelTech ecosystem, connecting over 60,000 travel distributors with hotels and travel providers in 180 countries. With a mission to redefine the future of travel, HBX Group leverages technology to streamline distribution, enhance experiences, and unlock new opportunities for its partners.
Industry: Travel and Hospitality
Location: Spain
Products: CCAI, Gemini, Dialogflow CX, ADK
About Google Cloud partner — Ayesa Digital
Ayesa Digital is a global technology consultancy and Google Cloud partner with years of expertise in delivering AI-driven business solutions. With deep expertise in data, AI, and digital transformation, Ayesa Digital helps enterprise clients orchestrate complex technology ecosystems to achieve measurable business outcomes and accelerate innovation.
