Multi-vendor modular solutions are redefining how airlines deliver relevant, agile retailing experiences to travelers.
Modularity has become a central topic in discussions about modern airline retailing and Offer and Order management at major industry events this fall. What was once a conceptual ambition is now becoming reality. Forward-looking vendors openly collaborate to deliver interoperable solutions, built to support airlines’ diverse strategies, challenging the outdated monolithic approach that dominated for decades.
Modularity empowers them to design and execute retailing strategies without being constrained by a single system’s capabilities. By breaking down complex processes across the Product, Offer, Order, Settle, and Deliver components, airlines gain full control over how offers are created, managed, and delivered. This flexibility enables rapid adaptation to evolving traveler expectations and market dynamics, while ensuring that commercial strategies remain at the core of technology decisions.
Modularity in Action: PROS at IATA’s World Passenger Symposium
The concept of modularity came to life during IATA’s multi-vendor initiative, where PROS played a leading role in three proof-of-concept demos. Two of these were showcased at the IATA World Passenger Symposium, highlighting real-world interoperability across the retailing lifecycle.
In the standout demo, the team of OpenJaw, PROS, Piano, AirnGuru, Lufthansa Systems, and iPort demonstrated a fully modular airline retailing solution that spans the entire customer journey.
- OpenJaw orchestrated the channel and managed the initial traveler request.
- Piano enriched this request with customer insights and scoring.
- PROS created and optimized the offer using its product catalog and stock keeper, offer creation, and dynamic pricing capabilities.
- AirnGuru provided dynamically priced ancillary options.
- Once an offer was selected, OpenJaw created the order and processed the payment.
- Lufthansa Systems handled revenue accounting.
- Res2 ensured seamless delivery through its departure control system.
Through a seamlessly orchestrated modular approach, the solution demonstrated how modular components can work together to create a fully integrated, legacy-free modern retailing experience—delivering agility and precision for airlines.
Explore the OpenJaw, PROS, Piano, AirnGuru, Lufthansa Systems, and iPort demo here:
Learn more about this and other multi-vendor modular solutions in the IATA interviews:
Rethinking Airline Retailing
The shift to Offers and Orders is more than a technological upgrade. It is a strategic transformation. Airlines must challenge traditional approaches and stop relying on systems to dictate their retailing strategy. Instead, their commercial and revenue goals should drive technology choices.
Modularity empowers this mindset, enabling carriers to build future-ready ecosystems that align with their vision. The message is clear: it’s time for airlines to take control, embrace modularity, and lead the way in modern retailing.
Frequently Asked Questions
Modularity allows airlines to design and execute retailing strategies by breaking down processes into components like Product, Offer, Order, Settle, and Deliver. This provides flexibility and control over offers and market adaptation.
PROS powers offer management and optimization with its product catalog and dynamic pricing capabilities, enabling airlines to create precise, market-adaptive offers.
Multi-vendor collaboration ensures interoperability across the retailing lifecycle, allowing airlines to integrate diverse solutions for a seamless, modern retailing experience.
The shift represents a strategic transformation, enabling airlines to align technology with commercial goals, move away from legacy systems, and build future-ready ecosystems.
PROS showcased its modular solutions in multi-vendor demos, highlighting real-world interoperability and dynamic pricing capabilities across the retailing lifecycle.
Modularity empowers airlines to adapt quickly to market changes, meet traveler expectations, and maintain control over their commercial strategies.
Modular solutions enable airlines to build agile, legacy-free ecosystems that align with their vision, ensuring competitiveness and innovation in modern retailing.
