A new commercial alliance between Branchspace and 2e Systems aims to give airlines a faster, more flexible route to modern retailing and eventual Offer & Order adoption. The partnership, branded branchspace × 2e, combines Branchspace's e-commerce and retailing platform with 2e Systems' expertise in retailing, NDC, and passenger and crew communication. The two companies, with 13 and 27 years in airline technology respectively, will offer a single proposition that integrates their modules into existing airline systems, allowing carriers to pick the capabilities they need without replacing their entire technology stack.
For airlines, the significance lies in the promise of choice and reduced vendor lock-in. The alliance emphasizes best-of-breed modules that work with existing Offer & Order or passenger service systems (PSS) and other third-party providers. Airlines can implement personalised shopping, ancillaries at every touchpoint, and seamless self-service now, rather than waiting years for a full system replacement. This step-by-step approach lets airlines modernise at a manageable pace, delivering value at each stage while experimenting with what modern retailing means in practice. It also means today's investments transition seamlessly into Offer & Order as that standard evolves, protecting airlines from disruptive rip-and-replace projects.
Disruption management is another key benefit. The combined offering keeps passengers, flight crew, airport staff, and contact centres informed in real time, ensuring the right offer reaches the right traveller when plans change. With easy servicing options in the channel the traveller prefers, airlines can turn disruption into an opportunity rather than a cost. Both platforms are system-agnostic, so every module stands on its own and integrates with other airline systems, allowing airlines to keep what works and add more as they grow.
The alliance also addresses a common industry hesitation: whether specialist players can deliver at scale. By joining forces, Branchspace and 2e Systems offer deeper global coverage, more research and development, and more integrations across key airline system environments, while maintaining the speed and agility of specialists. The two companies describe their relationship as partners, not vendors, measuring success by the value they build with airlines over the years. Proven results support the proposition: Branchspace's retailing platform helped Oman Air increase its direct booking share from around 20% to up to 70%, while 2e Systems' platforms send more than 1.6 billion passenger, ground staff, and flight crew notifications annually. Together, their technology serves carriers including Aeromexico, airBaltic, jetBlue, Kenya Airways, KM Malta Airlines, Lufthansa Group, Oman Air, and WestJet. Airlines interested in learning more can visit www.branchspace.com or www.2e-systems.com.
The alliance comes as airlines face growing pressure to modernise retailing and prepare for Offer & Order, an IATA standard that promises more dynamic and personalised offers. Many airlines want to innovate but hesitate to bet on smaller specialists. Branchspace × 2e aims to close that gap by providing the ideas and agility of two specialists with the delivery strength needed to scale. The partnership will be presented at the World Aviation Festival in Lisbon at stand 1-102B, where airlines can explore how to start modern retailing today and transition to Offer & Order at their own pace.
