Branchspace – digital reinvented is a Silver Sponsor of the co-located APEX FTE EMEA and Ancillary & Retailing events (Dublin, 10-12 June 2025). In this interview, Renata Buranello, Marketing Manager, and Clarissa Jenkins, Product Marketing, share how Branchspace – digital reinvented helps airlines that are ready to take the next step in modernising their digital retailing, from boosting ancillary revenue to creating seamless, personalised experiences across channels.
Register for APEX FTE EMEA and Ancillary & Retailing – one registration provides access to both events >> See the APEX FTE EMEA / Ancillary & Retailing schedule at a glance >>
“At APEX FTE EMEA and Ancillary & Retailing, we are excited to showcase what sets Branchspace apart, both through our dynamic retailing platform, Triplake, and leading consulting services for digital transformation,” Buranello and Jenkins explain. “Triplake was built with flexibility in mind, based on modern Offer-Order principles and fully agnostic to an airline’s underlying tech stack. Whether it’s surfacing the right ancillary at the right time or optimising conversion through experimentation, we help carriers create more relevant, more engaging end-to-end journeys. This event is also a chance for us to continue collaborating and learning how we can partner with airlines to unlock the full potential of retailing. We look forward to meaningful discussions, sharing real examples from our partnership with Oman Air and how we are helping them with their digital transformation.”
Ancillaries are core to how airlines drive revenue and differentiate their offering. Passengers today expect more choice and flexibility, and airlines need the ability to surface relevant, timely offers across channels. Branchspace helps airlines build the foundations to do just that – through robust digital platforms, seamless integration with Offer and Order Management Systems and data-driven experimentation that refines the experience in real time. “It’s about putting the right product in front of the right passenger at the right moment,” say Buranello and Jenkins. “Ancillaries are not just about seat selection or extra baggage anymore. Today’s traveller might want to book a spa experience on arrival, hire a local guide, rent a sunbed on the beach, or even arrange for a dress rental for a special occasion, all through the airline’s digital platform. These lifestyle ancillaries create value beyond the flight and strengthen the airline’s relationship with the customer. We are helping carriers unlock this next generation of retailing with the right tech, data, and mindset.”
Turning the ancillary layer into a strategic retail engine
Personalisation is a key differentiator of how Branchspace delivers smarter ancillary retailing, and Triplake Dynamic Retailing is a structured, scalable approach. It’s designed around two complementary benefits: contextualisation and experimentation.
“Through contextualisation, Triplake adjusts ancillary offers based on multi-dimensional user analytics,” Buranello and Jenkins share. “Feature flags and targeting rules allow airlines to surface relevant products, such as coworking resorts for digital nomads, or dry-cleaning services for business travellers. What sets Triplake apart is its built-in experimentation. Integrated with world-leading analytics, consumer feedback and CRM systems, teams test and optimise ancillary presentation, pricing and bundling while tracking user behaviour and conversion KPIs in real-time. This allows for controlled testing before full-scale rollout and strategic decisions that are customer-centred.”
One exciting trend is the desire for conscious travel. Passengers want more visibility into the impact of their choices, without compromising on experience. “Over 75% of global travellers want to travel more sustainably, according to a Nielsen survey,” say Buranello and Jenkins. “With that, digital channels are also moving towards marketplace-style offerings that blend proprietary, third-party and destination services. These shifts unlock opportunities to personalise the journey in meaningful ways. Picture a group meeting in Portugal for the annual Festas dos Santos Populares. The older couple see offers for priority boarding and Fado concert seating. The solo traveller gets eco-activity deals and party passes, while the family with young kids receives early check-in and stroller-friendly walking routes. Thoughtful personalisation like this can enrich the journey, increase conversion and build loyalty.”
Branchspace is helping airlines lead this evolution with agility and innovation. With Triplake, they can curate a boutique-like experience across channels while constantly testing and improving. Ultimately, it’s about turning the ancillary layer into a strategic retail engine that reflects what travellers care about most.
Driving revenue through UX, experimentation and payment innovation
Web and mobile touchpoints are often the first and most frequent interactions passengers have with an airline, so they need to be fast, frictionless, and retail-ready. They function like a virtual storefront, where passengers not only book flights but also interact with the brand, explore services, and discover relevant offers. And just like in retail, first impressions matter. “Studies show that 61% of users will leave a site if they don’t find what they need within five seconds, and with average e-commerce conversion rates hovering around 2-3%, the stakes are high,” Buranello and Jenkins explain. “At Branchspace, we help airlines build fast, intuitive, and conversion-optimised digital platforms. Our Triplake modules, Digital Web and On the Go, are at the heart of this and are used by airlines like Air Mauritius and Oman Air. Combining cutting-edge technologies, a best-in-class headless CMS, and modular design, we help airlines take control of their digital presence, drive direct sales and communicate their brand identity clearly.”
But building a modern platform is only part of the story. Airlines also need to continuously optimise. “We support experimentation and data-driven enhancements, from A/B testing to user behaviour analytics,” Buranello and Jenkins add. “For example, something as simple as adding a session expiry reminder, offering options to return to the homepage or repeat the search led to a 1% revenue increase. It’s not just about implementing modern retail techniques, it’s about constant iteration.”
Payment is vital to the retail experience and revenue enablement. Travellers are looking for increased flexibility and security in payment options. “To meet the demand for new payment forms, such as mobile wallets, BNPL, currency flexibility and even virtual credit cards, airlines need to expand their PSP framework. However, this can cause tech fragmentation, high fees and delay new deployments,” Buranello and Jenkins explain. “Another emerging trend is tokenisation. It protects sensitive payment information by replacing it with a generated number, or token. Not only does it decrease security risks and audit costs, but it speeds up the payment integration process. Airlines can navigate these new skies confidently with Triplake’s intelligent middleware, which supports multiple PSPs and POPs for seamless and secure experiences. Combined with our Transform Consulting expertise, we assist airlines in building scalable, resilient payment architectures that reduce fragmentation and cost, and unlock new retail opportunities across channels.”
From launch to loyalty: success stories with Oman Air and beyond
Branchspace has successfully implemented Triplake with several airlines, including Oman Air, KM Malta Airlines and Air Mauritius. Its approach balances speed and stability. KM Malta Airlines launched a fully branded eCommerce platform within a few months of forming, while Oman Air modernised key touchpoints, including over 30 ancillaries, a new member experience and the first automated stopover program with Visit Oman. “Notably, Oman Air shifted from insourcing to partnering with Branchspace, recognising the need for global expertise, modern design and dynamic retailing,” say Buranello and Jenkins. “Like any transformation, challenges include integrating legacy systems and internal alignment. We addressed these through close collaboration, strategic consulting and a clear focus on retail outcomes. The result is that all Triplake customers have launched new ancillary products, increased personalisation and seen measurable growth in ancillary revenue.”
APEX FTE EMEA / Ancillary & Retailing attendees will learn more from Surya Kuchibotla, VP eCommerce, Ancillary & Retailing, Oman Air, and David Turton, Chief Technology Officer, Branchspace, in a Fireside Chat titled ‘Oman Air’s digital take-off: The journey to modern retailing’. “We are really looking forward to sharing the story behind Oman Air’s digital transformation,” Buranello and Jenkins share. “It’s not just about implementing a new booking engine or a better mobile experience, it’s about rethinking what a truly modern airline experience looks like. We’ll highlight the shift from static legacy systems to more dynamic, flexible retailing platforms, the role of data and continuous testing in shaping better outcomes, and the importance of always putting the passenger at the centre of digital decisions. We will also talk about what it takes behind the scenes – bold goals, clear business objectives, close collaboration, and a shared mindset between airline and partner. This is a story of strong partnership, shared vision, and learning as we go. It’s been a fast-paced journey, and we’re excited to bring it to the stage.”
At Branchspace, the priorities for the rest of 2025 revolve around deepening partnerships, scaling innovation, and supporting airlines as they embrace true digital retailing. Branchspace will continue investing in its Triplake platform, expanding its capabilities to support advanced personalisation, continuous optimisation, and seamless omnichannel experiences. Buranello and Jenkins add that Branchspace is also focusing on experimentation and performance analytics, helping carriers maximise revenue per visit, rather than just per booking. “A major area of growth is our collaboration with IATA. Building on the Digital Identity Proof of Concept we launched last year, we’re working to bring that vision closer to implementation – ensuring that digital identity becomes a secure, user-friendly part of the traveller journey, with benefits across check-in, loyalty, and payments.”
Bios of interviewees:
Renata Buranello, Marketing Manager at Branchspace, has shaped the company’s brand presence, content strategy and thought leadership for nearly two years. With a strong track record in retailing environments across multinational and tech companies, she brings deep expertise in customer experience and digital innovation. Originally from Brazil, Renata has lived and worked in the Netherlands, the UK and Portugal, combining global insights with a sharp focus on visible results and storytelling that resonates across markets.
Clarissa Jenkins, Product Marketing at Branchspace, helps define and share the story of next-generation travel retailing. She collaborates across teams to propel innovative product communication and development that reflects customers’ needs and industry trends. Originally from the U.S., Clarissa has worked across the EU and in Morocco. Now living in Portugal, her global perspective and analytical mindset enable her to translate complex challenges into clear, relevant narratives that drive engagement and business impact.
Hear more from Branchspace – digital reinvented at the co-located APEX FTE EMEA and Ancillary & Retailing events, taking place in Dublin on 10-12 June 2025. David Turton, Chief Technology Officer, Branchspace, and Surya Kuchibotla, VP eCommerce, Ancillary & Retailing, Oman Air, are participating in a Fireside Chat titled ‘Oman Air’s digital take-off: The journey to modern retailing’.
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