Branchspace and 2e Systems have formed a commercial alliance called branchspace × 2e, bringing together two airline technology specialists with 13 and 27 years of industry experience, respectively. The partnership combines their technology modules and integrations into a single proposition for airlines, offering one partner for e-commerce and retailing across the customer journey, passenger and crew communication for disruption management, and systems integration in whatever mix an airline needs.
The alliance aims to address a persistent challenge for airlines: the choice between innovative specialist solutions and the scale required for enterprise-wide deployment. By joining forces, the two companies offer more products, features, integrations, and personnel while maintaining the flexibility that specialists provide. "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.
For airlines, the alliance promises more choice and less vendor lock-in. Both platforms are system-agnostic and work with existing Offer & Order and Passenger Service Systems (PSS) as well as third-party providers, allowing airlines to select modules and keep what works. This modular approach enables true retailing today—personalized shopping, ancillaries at every touchpoint, and seamless self-service—without waiting years for a full system replacement. Check-in can become an opportunity for travelers to tailor their trip and for airlines to sell more, while disruption management keeps passengers, crew, and ground staff informed in real time. More information about Branchspace's platform is available at www.branchspace.com.
The alliance also positions airlines for the industry's transition to Offer & Order, a modern retailing framework. Because every module works alongside existing systems, nothing must be replaced all at once, and today's investments carry into Offer & Order. "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," said Michael Huynh, Founder and Managing Director of Branchspace.
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 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. Details about 2e Systems are available at www.2e-systems.com.
For the broader airline industry, the alliance signals a shift toward flexible, incremental digital transformation. Airlines can experiment with modern retailing, break down silos, and deliver value at each step rather than betting on a single large-scale change. "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," said Ursula Silling, CEO of Branchspace.
The alliance will be presented at the World Aviation Festival in Lisbon at stand 1-102B.
