IBS Software has signed a multi-year Strategic Collaboration Agreement (SCA) with Amazon Web Services (AWS).
According to the company, the partnership will ‘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.
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.”
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.
