Branchspace and 2e Systems have formed a commercial alliance called branchspace × 2e, combining their airline technology modules into a single proposition for airlines. The partnership brings together two specialists with 13 and 27 years of experience in airline technology, respectively. The alliance aims to provide airlines with one partner for e-commerce and retailing across the customer journey, passenger and crew communication for disruption management, and seamless systems integration, in whatever mix they need.
The alliance is positioned as a way for airlines to multiply the impact of their technology investments. Branchspace contributes more than a decade of airline e-commerce and retailing expertise, with a platform that helps airlines lift direct sales, conversion, and ancillary revenue from planning to booking, ancillaries, check-in, and loyalty experiences across mobile apps and web. 2e Systems brings 27 years of airline software engineering, specialising in end-to-end retailing, NDC, and passenger, ground staff, and crew communication, including disruption management and integration with existing airline systems.
Phil Douglas, Founder and CEO of 2e Systems, said, "For 27 years, 2e Systems has believed airlines deserve best-of-breed technology, not a one-size-fits-all compromise. With Branchspace, that belief gets bigger. Two plus two makes five: together we offer more products and features, more capability, more integrations and more people behind every airline we work with, with the same flexibility our customers count on today." Michael Huynh, Founder and Managing Director of Branchspace, added, "The Branchspace management team is very excited to join forces in a tech alliance with a like-minded provider in 2e Systems. Together, we will be better placed to help airlines navigate change, elevate customer experience and transition to modern airline retailing digital experiences."
For airlines, the alliance promises more choice, more capability, and less lock-in. The combined offering includes best-of-breed modules that work with existing Offer & Order / PSS systems and other third-party providers, allowing airlines to pick what they need and keep what works. True retailing can start immediately, with personalised shopping, ancillaries at every touchpoint, and seamless self-service. Check-in becomes a moment for travellers to tailor their trip and for airlines to sell more, without waiting years for a system replacement.
The alliance also enables a real digital transformation at a manageable pace. Airlines can modernise step by step, with each step delivering value, rather than betting everything on one big change. This allows airline teams to experiment and learn what modern retailing really means, focusing on outcomes and breaking down silos. Both platforms are system-agnostic and work with any PSS or Offer & Order system, so airlines are free to choose and free to change, without being locked into any single vendor. The modules are ready for Offer & Order, meaning nothing has to be replaced at once, and today's investment transitions seamlessly.
Disruption management is another key benefit. Passengers, flight crew, airport staff, and contact centre are kept informed in real time, and the right offer reaches the right traveller when plans change, with easy servicing opportunities in the channel they prefer. Both companies emphasise that they act as partners, not vendors, measuring success by the value they build with airlines over the years.
The alliance also aims to close the gap between innovation and scale. While airlines want to innovate, specialist players often bring the freshest ideas, but buyers hesitate over whether a specialist can deliver at scale. Branchspace × 2e answers that question by combining two proven specialists with deeper global coverage, more research and development, and more integrations across key airline systems environments, while maintaining the speed of a specialist and without the complexities of managing two partners.
Proven results back the alliance. With Branchspace's retailing platform, Oman Air moved its direct booking share from around 20% to up to 70%. 2e Systems' platforms send more than 1.6 billion passenger, ground staff, and flight crew notifications a year. Together, the two companies' technology serves carriers including Aeromexico, airBaltic, jetBlue, Kenya Airways, KM Malta Airlines, Lufthansa Group, Oman Air, and WestJet. Ursula Silling, CEO of Branchspace, said, "Airlines want to innovate, but the most innovative players are too often overlooked because they are smaller. We are changing that. Branchspace × 2e gives airlines the ideas and agility of two specialists, with the delivery strength they need to say yes. They can start modern retailing today and seamlessly transition to Offer & Order at their own pace."
Branchspace will continue its independent consulting practice under the brand Branchspace Consulting, supporting airlines from strategy to implementation for Offer & Order and digital transformation. More information is available at www.branchspace.com and www.2e-systems.com. The alliance will be presented at the World Aviation Festival in Lisbon, stand 1-102B.
