Branchspace and 2e Systems have formed a commercial alliance called branchspace × 2e, bringing together two specialists with 13 and 27 years of experience in airline technology, respectively. The partnership, announced at the World Aviation Festival in Lisbon, combines their leading technology modules into a single proposition for airlines, allowing carriers to adopt e-commerce and retailing solutions, passenger and crew communication tools, and systems integration in whatever combination they need.
The alliance is designed to address a key challenge for airlines: the need to modernize retailing and customer engagement without replacing entire systems. Branchspace contributes its e-commerce and retailing platform, which helps airlines increase direct sales, conversion, and ancillary revenue across mobile apps, web, check-in, and loyalty touchpoints. 2e Systems brings its expertise in end-to-end retailing, NDC, and communication solutions for passengers, ground staff, and crew, including disruption management and integration with existing airline systems.
“For 27 years, 2e Systems has believed airlines deserve best-of-breed technology, not a one-size-fits-all compromise,” said Phil Douglas, Founder and CEO of 2e Systems. “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.”
Michael Huynh, Founder and Managing Director of Branchspace, added that the alliance will help airlines “navigate change, elevate customer experience and transition to modern airline retailing digital experiences.”
For airlines, the partnership promises more choice and less vendor lock-in. Both platforms are system-agnostic, meaning they work with any PSS or Offer & Order system. Airlines can select individual modules, keep existing systems that work, and add capabilities as they grow. This modular approach enables a step-by-step digital transformation, with each step delivering value, rather than requiring a complete system replacement. It also allows airline teams to experiment and learn what modern retailing means in practice.
The alliance positions the companies for the industry’s transition to Offer & Order, a new standard for airline retailing. Because the platforms are system-agnostic, current investments will carry into future Offer & Order environments. Additionally, disruption management becomes an opportunity: real-time communication keeps passengers, crew, and ground staff informed, and targeted offers can reach travelers when plans change, with servicing available in their preferred channel.
Branchspace’s retailing platform has already proven its impact. Oman Air increased 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 annually. Together, their technology serves carriers including Aeromexico, airBaltic, jetBlue, Kenya Airways, KM Malta Airlines, Lufthansa Group, Oman Air, and WestJet. More information about Branchspace is available at www.branchspace.com and about 2e Systems at www.2e-systems.com.
Ursula Silling, CEO of Branchspace, noted that airlines want to innovate but often overlook smaller specialists. “Branchspace × 2e gives airlines the ideas and agility of two specialists, with the delivery strength they need to say yes,” she said. “They can start modern retailing today and seamlessly transition to Offer & Order at their own pace.”
The alliance will be presented at the World Aviation Festival in Lisbon, stand 1-102B. Branchspace will continue its independent consulting practice under the brand Branchspace Consulting, supporting airlines from strategy to implementation for Offer & Order and digital transformation.
