As more airlines begin their journeys towards Modern Airline Retailing and technology providers progress with building the new solutions the airlines need, it’s important to consider key factors that will set the foundation for success. Andrew Webster, Director of Offer & Order Consulting at Branchspace, has been deeply involved in helping airlines navigate this shift. Drawing from his expertise, he shares five key considerations for a successful transition:
1. If you do what you've always done - then you'll get what you always got!
The move to Modern Airline Retailing should not just be implementing current processes and approaches with new technology. The opportunity needs to be taken to revisit, ideally, every business process, work out if it is really needed and, if so, determine how best to execute it in Product-Offer-Order-Payment-Delivery-Settlement world. Much of the complexity in airline commercial systems results from creative implementations of business propositions that work round constraints or limitations in the legacy technology estate. Now is the time to change that.
2. Be brave - it won't change overnight
Change is not for the faint-hearted - and the move to Modern Airline Retailing is certainly going to be a big change. We know this is not going to be a simple, overnight change but one that has the potential to fundamentally change the underpinnings of airlines for many years to come. Whether this is the move from PNRs, eTickets and EMDs to Orders or the implementation of the Retailer-Supplier model to support Interlining with Offers & Orders that will remove the need for legacy interline and, eventually, codeshare, this revolution will take time and will need a lot of effort and commitment. So, be brave - getting started is hard and the journey may be long - but it will be worth it!
3. Find early value and cement the change
Following on from that, it is important to be able to demonstrate early value. That will help give confidence in the overall transformation programme and ensure ongoing investment and commitment. This has to be an incremental change albeit with some heavy-lifting to establish strong foundations. The change does need to be visible to others and establishing a plan to start delivering value in months and not years will be crucial. Airline organisations will change over time and inevitably personnel changes will lead to frequent questioning of the need for such a significant change. Being able to clearly show the value being delivered by the transformation is the best way to ensure continued progress.
4. Engage and communicate
This transformation is destined to touch, and impact, many parts of the airline - not just in Commercial but Finance, Operations and more. That makes it imperative to engage early so that others know that change is coming. Ensuring that they will be part of the change, rather than opposing it, will be key. Establishing a community of supporters who want to be part of the change will help in the journey - and without them it will be much harder. Understanding that the impact is wide-reaching and spending time capturing concerns and sharing the transformation vision and direction will have long-lasting benefits, as well as helping to change the opinions of possible detractors.
5. Innovate - the final answer is not fully defined
As we work through the transformation towards Modern Airline Retailing with our customers, and help them engage with their technology providers, it is clear that not everything is defined and set in stone in this space. There are still many ideas to be discussed, decisions to take and paths to follow - or avoid! So, the opportunity to innovate remains and is there to be seized upon every day. There is the opportunity to be truly creative and imagine - not just re-imagine - the best, most effective, customer-friendly and sustainable ways for the futures.
Modern Airline Retailing is more than just a technological upgrade—it’s a fundamental shift in how airlines operate, sell, and interact with customers. While the journey may be complex, approaching it with the right mindset—challenging old ways, embracing change, demonstrating value, fostering collaboration, and driving innovation—will set airlines up for long-term success. The path forward is still evolving, but those who take bold steps today will be the ones shaping the future of airline retailing.
Ready to take the next step towards Modern Airline Retailing? Let’s talk!
