How HBX Group Uses Google Gemini to Automate 30% of B2B Travel Support Cases
HBX Group, the B2B travel platform connecting 60,000 distributors to providers in 190 countries, processes over 127,000 customer service cases monthly. Using Google Cloud Contact Center AI, Dialogflow CX, and Gemini, HBX Group automated 32.5% of repetitive support cases, enabled 24/7 multilingual chat coverage, and automated 18% of phone interactions — with a roadmap to 80% AI resolution by late 2026.
Impact
32.5%
Repetitive support cases handled autonomously
18%
Phone interactions automated
127,000+
Monthly customer service cases
80%
Target automated resolution rate
Challenge
HBX Group managed over 127,000 customer service cases monthly across four channels, multiple languages, and dozens of countries, with no unified AI system capable of handling the volume, complexity, and multilingual requirements of B2B travel support at enterprise scale.
Solution
HBX Group partnered with Ayesa Digital to build an omnichannel contact center on Google Cloud Contact Center AI, Dialogflow CX, and Gemini, following a channel-by-channel deployment strategy that automated text channels first before live voice — creating a unified platform that autonomously handles 32.5% of repetitive cases and covers all channels in multiple languages 24/7.
Tools & Technologies
What Leaders Say
“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.”
“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.”
“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.”
Sign up to read complete case studies, access detailed metrics, and unlock all use cases.
Full Story
HBX Group operates at massive scale in B2B travel, connecting 60,000 travel distributors to hotels and providers across 190 countries. Each month, the company manages more than 127,000 customer service cases — nearly 60,000 emails and 50,000 phone calls — spanning multiple languages, time zones, and levels of complexity. The support operation had to handle both highly routine requests (fee waivers, booking confirmations, hotel confirmation numbers) and complex, multi-party escalations requiring deep expertise.
The challenge was structural. A system built for this scale had to work across four channels—chat, email, helpdesk, and voice—in multiple languages, integrated with core systems including Salesforce CRM and Vonage telephony, while remaining flexible enough to evolve as AI technology advanced. Standard chatbot deployments wouldn’t meet this bar. What HBX Group needed was a genuinely omnichannel AI platform with enterprise-grade reliability.
Working with Ayesa Digital, a Google Cloud partner, HBX Group built an omnichannel contact center platform on Google Cloud Contact Center AI (CCAI) and Dialogflow CX, powered by Gemini models for natural language understanding. Implementation followed a “Quick Wins Strategy”—automating text channels first (chat, email, helpdesk) before tackling live voice, which reduced deployment risk while building a shared foundation of components reusable across channels. Gemini models enabled the system to grasp intent, sentiment, and nuance across languages, while Google’s Chirp 3 voices created a natural-sounding experience for phone interactions. ADK (Agent Development Kit) powers the ongoing transition to fully agentic AI capabilities.
The results are measurable across every channel. All client requests are now classified with a specific category and sentiment. In targeted areas—hotel confirmation numbers and fee waivers—automation handles 32.5% of cases without human involvement. The intelligent voice channel automates 18% of high-volume live phone calls. Multilingual chat operates 24/7 using real-time LLM translation. The platform has a single compounding learning loop: improvements in one channel automatically improve others.
HBX Group and Ayesa Digital are now building the next phase: a fully agentic system where AI agents can reason, plan, and execute multi-step tasks across booking systems and back-office platforms without human intervention. The roadmap targets 80% of interactions passing through AI automated resolution by late 2026.