A new chapter in airline retailing begins

Istanbul, November 6, 2025 – The world of airline retailing took a bold step forward this week at the IATA World Passenger Symposium, where a collaboration between OpenJaw Technologies, PROS, Lufthansa Systems, Piano, Airnguru, and iPort revealed what the future of aviation can look like when modular innovation becomes reality.What was once an ambition discussed in theory has now been built, tested, and proven. The team showcased a fully modular retail framework that connects every stage of the airline journey, transforming the way airlines create, sell, and deliver their products.

From vision to reality

The joint proof of concept shows how specialised technology can work as one connected structure, designed entirely around the traveller experience.

OpenJaw Technologies leads as the central Offer and Order Management System that ties all partners together. It enables smooth shopping and booking for both B2B and B2C customers, supported by insights from Piano and offer optimization and creation from PROS.Piano redefines traveller personalisation by unifying behavioural, purchase, and first-party data in real time. The platform enables partners to pinpoint high-value traveller segments and prepare targeted activations, helping maximise offer conversion. PROS creates dynamic, optimized offers in real time, adapting prices in real-time to maximize revenue.Airnguru enriches the shopping journey with optimised ancillary bundles, ensuring travellers receive offers that enhance their experience while supporting airline revenue growth.Lufthansa Systems (SIRAX ONE Order) ensures the financial integrity of every order, handling accounting, settlement, and reconciliation through a single source of truth that simplifies operations and increases transparency.iPort completes the process at the airport by linking digital orders to physical delivery. From check-in to baggage and boarding, iPort ensures that every service purchased is fulfilled smoothly, with status updates shared instantly across systems.

Why this moment matters

This collaboration proves that modular retailing is not a distant goal, but a working model ready to reshape the industry. It shows that airlines can move beyond fragmented systems, combining flexibility, intelligence, and real-time connectivity across every step of the passenger journey.We’re proud of this collaboration—one that shows what’s possible when shared innovation, trust, and open architecture come together to help airlines regain ownership, create more value, and deliver travel experiences that feel effortless from start to finish.

Recognized by IATA

Presented on stage at the IATA World Passenger Symposium in Istanbul, the project was highlighted as one of the most forward-looking examples of modular Offer and Order implementation. It set a new benchmark for how the aviation industry can collaborate to accelerate transformation.

Six partners. One shared vision.

To move the industry forward.To empower airlines with flexibility and control.To make the future of aviation a reality today.