A new commercial alliance between Branchspace and 2e Systems aims to simplify how airlines modernize their retailing and communication technology, offering a step-by-step path to Offer & Order without the need for disruptive system replacements. The partnership, announced at the World Aviation Festival in Lisbon, combines Branchspace’s e-commerce and retailing platform with 2e Systems’ expertise in passenger and crew communication, NDC, and systems integration.
For airlines, the alliance addresses a critical industry challenge: how to innovate quickly while protecting existing investments. By offering best-of-breed modules that work with any PSS or Offer & Order system, Branchspace × 2e allows carriers to pick and choose the capabilities they need—such as personalized shopping, ancillary sales at every touchpoint, or real-time disruption management—without being locked into a single vendor. This modular approach means airlines can start modern retailing today and transition to Offer & Order at their own pace, avoiding the risks of a big-bang system replacement.
The combined scale of the two specialists is significant. Branchspace brings 13 years of airline e-commerce and retailing experience, with a platform that helped Oman Air increase direct booking share from around 20% to up to 70%. 2e Systems, with 27 years in airline software engineering, sends more than 1.6 billion passenger, ground staff, and flight crew notifications annually. Together, they serve carriers including Aeromexico, airBaltic, jetBlue, Kenya Airways, KM Malta Airlines, Lufthansa Group, Oman Air, and WestJet. For more information, visit www.branchspace.com and www.2e-systems.com.
The alliance’s implications extend beyond technology. Airlines often hesitate to adopt solutions from smaller specialists due to concerns about scalability and support. Branchspace × 2e directly addresses this by offering the agility and innovation of two focused players with the delivery strength of a larger partner. The combined entity provides deeper global coverage, more R&D, and more integrations, all while maintaining the speed and flexibility that specialists are known for. This could encourage more airlines to experiment with modern retailing concepts, breaking down silos and focusing on outcomes rather than lengthy IT projects.
Moreover, the partnership turns disruption into an opportunity. By keeping passengers, crew, and ground staff informed in real time, airlines can deliver targeted offers when plans change, enhancing customer service and generating ancillary revenue. Both platforms are system-agnostic, meaning today’s investments carry seamlessly into future Offer & Order environments. This reduces the perceived risk of transitioning to IATA’s Offer & Order standards, which many airlines view as inevitable but complex.
Branchspace’s consulting practice will continue independently under Branchspace Consulting, remaining vendor-neutral. This separation ensures that airlines can still receive unbiased strategic advice on digital transformation and Offer & Order, even as the technology alliance grows. The move signals a broader trend in airline IT: rather than replacing entire systems, airlines are increasingly seeking modular, interoperable solutions that deliver value incrementally. By joining forces, Branchspace and 2e Systems are positioning themselves as a compelling alternative to monolithic vendors, offering airlines the freedom to choose, change, and innovate at their own pace.
