The future of airline retailing: how Branchspace is empowering airlines to maximise revenue

The following article was published by Future Travel Experience

In this video interview, Ursula Silling, CEO, discusses how Branchspace – digital reinvented helps airlines maximise ancillary revenue, implementation of the Triplake platform, the partnership with Oman Air, and more.

Branchspace – digital reinvented, a Silver Sponsor of the recent co-located APEX FTE EMEA and Ancillary & Retailing events in Dublin, is on a mission to inspire, connect, and energise airlines. In this exclusive video interview, CEO Ursula Silling discusses how Branchspace helps airlines maximise ancillary revenue, the implementation of the Triplake platform to enhance personalisation and drive growth, the successful partnership with Oman Air, and much more.

As the airline industry seeks to adapt to the changing demands of travellers, digital transformation has become an essential part of the journey. When asked about Branchspace – digital reinvented’s goals at the co-located APEX FTE EMEA and Ancillary & Retailing events, Silling summarised the objectives in three words: inspire, connect, energise. “For airlines attending these events, the goal is clear: they want to innovate, do things differently, and take home new ideas that can help them stay dynamic and efficient.”

At the core of Branchspace’s strategy is its Triplake platform, a modern retailing technology designed to empower airlines. This flexible and dynamic platform was built to help airlines take independent control of their retailing operations and move forward steadily.

Maximising ancillary revenue: a key focus

KM Malta Airlines and Oman Air mobile apps – Triplake On the Go

The topic of ancillary revenue is close to Branchspace’s heart, with Silling offering a fresh perspective on its importance. “I think we should actually stop calling them ‘ancillaries’ – they’ve become the main meal, not just a starter,” she remarks.

Ancillary services – everything from baggage and seat selection to car rentals and onboard services – are an increasingly vital source of revenue for airlines. Branchspace, through its Triplake platform and consulting services, helps airlines build and execute strategies to increase their revenue beyond the ticket sale. By personalising offers and experimenting with various products and services, airlines can better engage customers and boost conversions.

The journey doesn’t stop with the booking. “There is a lot of untapped potential in the post-booking phase,” Silling notes. From selling more services before and during travel to offering add-ons like extra baggage or access to special services at the airport, airlines have ample opportunity to engage customers at every step of their journey. Branchspace’s Control Hub enables airline teams to experiment with different website layouts, track conversions, and optimise their approach. This ongoing iteration not only boosts revenue but also fosters happier customers and more empowered teams.

A successful partnership with Oman Air

Oman Air Muscat Stopover program – Triplake Stop & Stay

Branchspace’s collaboration with Oman Air stands as a testament to the power of true partnership. For Silling, it’s not just about implementing technology – it’s about aligning on shared goals and working together toward continuous improvement.

Oman Air’s objective was clear: build a strong, globally recognisable brand while boosting retailing and increasing direct sales. Initially, Oman Air’s direct sales share was below 20%, but through this partnership, the airline has increased that share to over 50%. “It’s incredible to see their growth,” says Silling.

The key to this success lies in leveraging digital technology to reduce risks while achieving quick wins. For example, starting with a mobile app and a few routes, Oman Air was able to gain confidence and gradually expand. This step-by-step approach has enabled the airline to see results and continue building on that success. Transparency and trust have also been vital to the partnership. Regular in-person meetings between Branchspace and Oman Air’s teams ensure that everyone stays aligned and continues to move forward together.

The flexibility of the Triplake platform

Silling describes Branchspace’s Triplake platform as a Swiss Army knife for airline retailing. “It’s powerful, precise, but also modular and flexible,” she explains. Airlines can tailor the platform to their specific needs, adding features as required and ensuring they remain adaptable to future changes in the industry.

“We built Triplake to be dynamic, allowing airlines to move at their own pace – whether they want to take things slow or accelerate their transformation,” says Silling. This flexibility not only makes the platform future-proof but also empowers airline teams to experiment and evolve in real-time.

Branchspace is leading the way in transforming airline retailing with a combination of technology, expertise, and strong partnerships. As airlines continue to navigate the complexities of the digital age, platforms like Triplake are providing the tools needed to innovate, enhance customer experiences, and ultimately drive sustainable growth.

Read the full APEX FTE EMEA and Ancillary & Retailing 2025 report >>