Is Your Airline Ready? 5 Essential Customer Experiences Every Modern Retailing System Must Deliver
Airlines face mounting pressure to evolve into digital-first travel retailers. While their ambitions span enhancing traveler satisfaction, increasing ancillary revenue, and boosting operational agility, many remain tethered to outdated infrastructure. Legacy Passenger Service Systems (PSS) simply cannot support the level of personalization, flexibility, and real-time responsiveness that today’s consumers demand.
To compete in an experience-driven economy, airlines must adopt a next-generation Offer and Order Management System (OOMS). This technology doesn’t just update how airlines sell—it transforms how they think about retail. Here’s what your system must enable if you want to thrive in the era of intelligent, experience-led airline commerce.
1. Omnichannel Service That Works in Real Time
Whether it’s rebooking after a delay or changing a reservation mid-trip, travelers expect instant, seamless support across every touchpoint—mobile, web, agent, or third-party platform. Traditional systems, burdened by fragmented records and static documentation like PNRs and EMDs, often leave customers in frustrating service loops.
A modern OOMS consolidates order data and eliminates reliance on legacy constructs, enabling responsive, context-aware servicing. For instance, a travel agent can rebook a family of four after a missed connection without forfeiting seat upgrades or meal preferences—without airline manual intervention. This level of automation is not just more scalable; it’s critical during irregular operations.
2. Fully Connected Travel, Not Just Air
Today’s travelers don’t just fly—they move. Their journey often includes ground transport, ride shares, rail, and more. Yet many airlines offer only flight booking, forcing users to manage fragmented itineraries across multiple providers.
With a modern OOMS that supports real-time API integration and intermodal bundling, airlines can become true travel orchestrators. A customer could book a flight, airport transfer, and hotel in a single checkout flow, all managed through one order. The result: frictionless travel experiences and increased ancillary revenues.
3. Intelligent Personalization That Boosts Conversions
Generic upsells are no longer enough. Consumers now expect tailored offers that reflect their behavior, preferences, loyalty tier, and trip intent. Legacy systems rarely deliver beyond pre-packaged fare options, causing airlines to miss high-value opportunities.
Leading OOMS platforms leverage AI, machine learning, and customer data platforms to craft dynamic offers in real time. Whether it’s suggesting a premium seat upgrade to a frequent flyer or a bundled city tour to a leisure traveler, this kind of personalization enhances relevance and boosts sales conversion.
4. A Digital Storefront That Inspires
Why do travelers love platforms like Expedia or Airbnb? Because they make browsing, comparing, and booking simple and enjoyable. In contrast, airline websites are often rigid and purely transactional.
A next-gen OOMS introduces e-commerce best practices into the airline environment—shopping carts, save-for-later functions, bundled product displays, and more. Customers can curate their journey over time, combining flights with ancillaries like baggage, insurance, or lounge access, just as they would when shopping on Amazon.
5. End-to-End Travel Retailing
Flights are just one slice of the travel pie. The biggest revenue gains lie in selling services beyond the seat: hotels, insurance, excursions, ground transport, and local experiences.
Consider this: according to Expedia Group, flights made up just 3% of their sales in 2024. Airlines are perfectly positioned to tap into this broader ecosystem—but only if their systems can support it.
Modern OOMS platforms integrate with third-party providers to serve personalized, contextual offers at key touchpoints. For example, a traveler booking a ski trip could be offered discounted equipment rental and hotel stays, all during checkout. This transforms airlines into comprehensive travel brands, not just transport providers.
Why Modernization Can’t Wait
Travelers are ready. Competitors are evolving. The only thing standing in the way is outdated tech. Legacy systems block real-time servicing, personalized selling, and flexible bundling—essentials for modern airline retailing.
Fortunately, the shift doesn’t have to be disruptive. The best OOMS platforms can coexist with existing PSS and gradually assume key capabilities. This hybrid approach allows airlines to modernize at pace without abandoning critical systems mid-journey.
Final Thoughts: Can Your Airline Compete?
If your airline wants to thrive in today’s digital marketplace, delivering these five experiences is no longer optional—it’s foundational. A true modern Offer and Order Management System enables responsive service, unified travel experiences, meaningful personalization, inspired shopping, and end-to-end retailing.
Ask yourself: Can your current systems deliver all of this? If not, it’s time to rethink your tech stack and embrace the tools that will define the future of airline retail.