The collaboration brings together IBS Software's expertise in travel technology and airline commerce with AWS's global cloud and AI capabilities to scale and advance innovation in this space, starting with the launch of iRetail, a pioneering AI-first retailing platform for the airline industry.
IBSCo-engineered with AWS, IBS Software launches iRetail, an AI-first retailing platform for the airline industry
IBS Software announced a multi-year Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS) to accelerate the modernisation of airline retailing – the systems and processes airlines use to design, price, and sell their products and services across digital and physical channels.
The collaboration brings together IBS Software’s expertise in travel technology and airline commerce with AWS’s global cloud and AI capabilities to scale and advance innovation in this space, starting with the launch of iRetail, a pioneering AI-first retailing platform for the airline industry.
AI-first retailing, built for execution
Unlike conventional airline retail systems, iRetail has been built from the ground up as an AI-first, modular, and cloud-native platform that supports the full Offer–Order–Settle–Deliver (OOSD) value chain. Co-engineered by IBS Software and AWS, iRetail puts intelligence at the heart of every interaction, leveraging IBS Software’s aviation retail intelligence and AI innovation with AWS services. The platform powers self-curating product catalogues, real-time intent aware and hyper personalised offers, autonomous product-agnostic orders, seamless self-regulating settlement and intuitive service delivery – all continuously evolving with traveller behaviour, helping airlines deliver more intuitive and personalised experiences at scale.
Today, many airlines struggle with fragmented legacy systems that limit innovation and hinder connected and personalised experiences. iRetail addresses these challenges by providing a unified, data-driven foundation that modernises retail operations end to end, helping airlines innovate faster, operate more efficiently, and maintain control of their technology roadmap – while preparing for the next generation of agentic AI.
“Legacy systems in the travel industry have often been a root cause of inefficiency and sluggishness regarding innovation,” said Dorothy Creamer, Senior Research Manager, Hospitality and Travel Digital Strategies, IDC. “The vast majority (97%) of hospitality and travel operators are investing in or exploring agentic AI. This pace of change indicates the hyper-focus on building solid, future-ready platforms. The collaboration between IBS Software and AWS provides the iRetail platform with a broad scope of benefits and intelligent use cases, alongside a solid foundation to rapidly adopt newer functionalities that will be driven by agentic AI. The iRetail platform will also benefit from the scalability, reliability, and security that AWS offers.”
Scaling innovation and co-engineering for growth
Under the SCA with AWS, IBS Software will develop and scale iRetail globally, using AWS’s infrastructure to deploy workloads seamlessly across regions and support mission-critical airline operations with 99.99% availability in multi-region deployments.
AWS will provide architectural guidance, solution development support, and technical resources to accelerate iRetail’s design, deployment, and scalability. IBS Software and AWS will also establish a joint R&D roadmap aimed at transforming the customer journey by unlocking numerous new AI-first value streams by 2027, through IBS Software’s AI & Data Centre of Excellence.
Together, IBS Software and AWS aim to create an industry benchmark for airline retail modernisation, setting new standards for reliability, scalability, and AI-driven innovation.
“This is an incredibly exciting period, and this collaboration marks an important step forward for airline retailing, together with AWS, we’re helping airlines move towards a digital, intelligent, and customer-centric model of commerce,” said Somit Goyal, CEO of IBS Software. “This is not about layering AI on top of legacy systems; it’s about weaving intelligence deep into the core of airline retailing across the Offer, Order, Settle, Deliver journey—we’re setting new benchmarks for agentic innovation and helping airlines deliver smarter retail experiences.”
Chris Branagan, Chief Technology Officer, IBS Software, added: “iRetail represents the culmination of deep co-engineering between IBS Software and AWS. It’s designed to operate in an agentic world where AI is not a feature, but the foundation of every decision – orchestrating offers, personalising every interaction, and continuously learning from data to maximise airline revenue and customer satisfaction.”
“At AWS, our partners drive innovation that transforms industries,” said Chris Casey, Director of AWS Partnerships, Asia Pacific & Japan, AWS. “Through this Strategic Collaboration Agreement with IBS Software, we’re combining AWS’s cloud and AI capabilities with deep industry expertise to build and scale new retailing capabilities for airlines worldwide. With AWS providing architectural guidance, technical resources, and scalable infrastructure, this collaboration will help airlines modernise faster and deliver the personalised experiences travellers expect.”
Massimo Morin, Global Head of Travel, AWS, said: “The travel industry is entering a new era where data, AI, and cloud technologies are redefining how airlines engage with customers. Together with IBS Software, we’re helping airlines move from traditional retailing to intelligent, data-driven platforms that adapt in real time. By leveraging AWS AI services and our global infrastructure, we’re enabling faster innovation, greater agility, and a foundation for the next generation of airline retailing.”
About IBS SOFTWARE
IBS Software is a leading SaaS solutions provider to the travel industry globally, managing mission-critical operations for customers in the aviation, tour & cruise, hospitality, and energy resources industries. IBS Software’s solutions for the aviation industry cover fleet & crew operations, aircraft maintenance, retailing solutions, passenger services, loyalty programs, staff travel, and air cargo management. Across the hospitality sector, IBS Software offers a cloud-native, unified platform for hotels and travel sellers, including central reservation (CRS), property management (PMS), revenue management (RMS), call centre, booking engine, loyalty, and distribution. For the tour & cruise industry, IBS provides a comprehensive, customer-centric, digital platform that covers onshore, online and on-board solutions. Across the energy & resources industry, we provide logistics management solutions that cover logistics planning, operations & accommodation management. The Consulting and Digital Transformation (CDx) business focuses on driving digital transformation initiatives of its customers, leveraging its domain knowledge, digital technologies and engineering excellence. IBS Software operates from 17 offices across the world.
Further information can be found at www.ibsplc.com Follow us: Blog | LinkedIn | Facebook | Instagram
**
Chris Casey is an employee of AWS Australia Pty Ltd & Massimo Morin is an employee of AWS Inc.
SOURCE IBS Software
Disclaimer: Press release
© Press Release 2025
Send us your press releases to news@globalloyalty.org
Press releases originate from external third-party providers. This website does not have responsibility or control over its content, which is presented as is, without any alterations. Neither this website nor its affiliates guarantee the accuracy of the views or opinions expressed in the press release.
The press release is intended solely for informational purposes and does not offer tax, legal, or investment advice, nor does it express any opinion regarding the suitability, value, or profitability of specific securities, portfolios, or investment strategies. Neither this website nor its affiliates are liable for any errors or inaccuracies in the content, nor for any actions taken based on it. By using the information provided in this article, you agree to do so at your own risk.
To the maximum extent permitted by applicable law, this website, its parent company, subsidiaries, affiliates, shareholders, directors, officers, employees, agents, advertisers, content providers, and licensors shall not be liable to you for any direct, indirect, consequential, special, incidental, punitive, or exemplary damages, including but not limited to lost profits, savings, and revenues, whether in negligence, tort, contract, or any other theory of liability, even if the possibility of such damages was known or foreseeable.
The images used in press releases and articles provided by 3rd party sources belong to the respective source provider and are used for illustrative purposes in accordance with the original press releases and publications.
Disclaimer: Content
While we strive to maintain accurate and up-to-date content, Global Loyalty Organisation Ltd. makes no representations or warranties of any kind, express or implied, about the correctness accuracy, completeness, adequacy, or reliability of the information or the results derived from its use, not that the content will meet your requirements or expectations. The content is provided “as is” and “as available”. You agree that your use of the content is at your own risk. Global Loyalty Organisation Ltd. disclaims all warranties related to the content, including implied warranties of merchantability, fitness for a particular purpose, non-infringement, and title, and is not liable for a particular purpose, non-infringement, and title, and is not liable for any interruptions. Some jurisdictions do not allow the exclusion of certain warranties, so these jurisdictions may not apply to you. Global Loyalty Organisation Ltd. Reserves the right to modify, interrupt, or discontinue the content without notice and is not liable for doing so.
Global Loyalty Organisation Ltd. shall not be liable for any damages, including special, indirect, consequential, or incidental damages, or damages for lost profits, revenue, or use, arising out of or related to the content, whether in contract, negligence, tort, statute, equity, law, or otherwise, even if advised of such damages. Some jurisdictions do not allow limitations on liability for incidental or consequential damages, so this limitation may not apply to you. These disclaimers and limitations apply to Global Loyalty Organisation Ltd. and its parent, affiliates, related companies, contractors, sponsors, and their respective directors, officers, members, employees, agents, content providers, licensors, and advisors.
The content and its compilation, created by Global Loyalty Organisation Ltd, are the property of Global Loyalty Organisation Ltd. and cannot be reproduced without prior written permission.
