T2RL Engage 2026 Case Study: One Vendor or Many? American Airlines’ Sourcing Approach

As airlines move towards more modular offer and order architectures, the question is no longer simply whether to embrace modularity, but how to make it work in practice. In this session, American Airlines and Branchspace will discuss how a modular approach is shaping AA’s technology ecosystem and sourcing strategy — including the trade-offs between optionality, complexity, competition and execution. The conversation will explore how airlines can maintain flexibility and high standards while working with an evolving technology landscape, and what it takes to turn a modular strategy into tangible business value. Speakers • Radu Iliescu, Managing Director, Consulting, Branchspace • Mark Wong, Director, Distribution, American Airlines • Bert Craven, Deputy CEO, T2RL Learn more about Branchspace: Website: www.branchspace.com Email: reinventdigital@branchspace.com LinkedIn: www.linkedin.com/branchspace-digital-reinvented Instagram: www.instagram/branchspace_digital_reinvented Facebook: https://www.facebook.com/profile.php?... Branchspace is a leading digital software provider and consultancy, working with airlines to enhance and transform their digital retailing capabilities. Founded in 2013 and headquartered in London, we enable our clients to deliver and manage personalised, data-driven digital customer experiences to increase direct distribution and take greater ownership of the end-to-end customer journey. In 2025, the Financial Times recognised Branchspace as one of Europe's FT1000 fastest-growing companies. Alongside our dynamic retailing software platform, Triplake, we also provide solutions and consulting services across the airline commercial systems ecosystem including solutions architecture in the domains of offer/order management, revenue management and payment, digital touchpoint reviews and UX/UI design. Our Triplake software customers include Kenya Airways, KM Malta Airlines, Air Mauritius and Oman Air, where we have recently launched an entirely revamped digital ecosystem, comprising a new mobile app, website portal and a comprehensive suite of booking, servicing, check-in and loyalty experiences. In Consulting, we work with British Airways and Air France/KLM, where we are providing support to their strategic offer and order management transition programmes, as well as Turkish Airlines, TAP Air Portugal, Aegean Airlines and more to uplift their digital retailing capabilities. Branchspace is also an active strategic partner of the International Air Transport Association (IATA) on its journey to unlock value creation and shape the future of the industry and recently participated in the PoC for global contactless travel across borders. airline payments, digital transformation, airline retailing, payment orchestration, tokenisation, Branchspace, Actuary Arrow Conference 2025, airline consulting, NDC, blockchain, BNPL