Branchspace and 2e Systems have launched a commercial alliance called branchspace × 2e, combining their airline technology expertise to offer airlines a unified suite of e-commerce, retailing, and communication solutions. The alliance, announced at the World Aviation Festival in Lisbon, brings together two specialists with 13 and 27 years of experience in airline technology, respectively. The collaboration aims to help airlines modernize their retailing and customer engagement without replacing existing systems all at once.
The alliance offers airlines one partner for e-commerce and retailing across the customer journey, passenger and crew communication for disruption management, and seamless systems integration. Branchspace contributes its next-generation e-commerce and retailing platform, which helps airlines increase direct sales, conversion, and ancillary revenue from planning to booking, check-in, and loyalty experiences. 2e Systems adds its expertise in end-to-end retailing, NDC, and passenger, ground staff, and crew communication, 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. 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,” said Phil Douglas, Founder and CEO of 2e Systems. 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.”
The alliance addresses a critical industry challenge: airlines want to innovate but often hesitate to work with smaller specialists due to scalability concerns. Branchspace × 2e answers this by offering combined offerings, deeper global coverage, more research and development, and more integrations across key airline systems, while maintaining the speed and agility of a specialist. Airlines gain more choice, more capability, and less vendor lock-in. The modules are system-agnostic and work with any PSS or Offer & Order system, allowing airlines to pick what they need, keep what works, and add more as they grow. This enables a managed pace of digital transformation, with each step delivering value rather than betting everything on a single big change.
For airlines, this means true retailing can start today. Personalised shopping, ancillaries at every touchpoint, and seamless self-service can go live now, turning check-in into an opportunity to tailor trips and sell more. Disruption can be turned into an opportunity, with real-time communication keeping passengers, flight crew, airport staff, and contact centres informed, and the right offer reaching the right traveller when plans change. The alliance also prepares airlines for Offer & Order, as today’s investment transitions seamlessly into the future model. Branchspace will continue its independent consulting practice under Branchspace Consulting, supporting airlines from strategy to implementation.
The combined technology already serves carriers including Aeromexico, airBaltic, jetBlue, Kenya Airways, KM Malta Airlines, Lufthansa Group, Oman Air, and WestJet. With Branchspace’s retailing platform, Oman Air moved 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 a year. Airlines interested in learning more can visit www.branchspace.com and www.2e-systems.com.
