In a strategic move reshaping airline retail distribution, Spain’s Air Europa has joined forces with Retailaer, a leading provider of airline retailing and distribution solutions, to launch an advanced booking platform for travel agents. The new solution aims to simplify and enhance how travel agencies access, book, and manage flights, ancillaries, and third-party travel products. This marks a critical milestone in Air Europa’s long-term digital transformation strategy and reaffirms its commitment to innovation in airline retailing.
The platform rollout has begun in Spain with a select group of agency partners. A global deployment is scheduled for late 2025, aligning with Air Europa’s expanding international reach and its efforts to modernize distribution systems in key global markets including Latin America and Europe.
Streamlining Airline Retail with Seamless Integration
At the heart of the collaboration is Retailaer’s Offer and Order Management System (OMS), a modular, cloud-based platform designed to centralize content and streamline transactions for travel agents. Unlike traditional legacy systems, the OMS consolidates airfare options, ancillary services such as baggage and seat upgrades, and even third-party travel products in a single interface.
By integrating all aspects of the booking and post-booking journey, the platform improves responsiveness and reduces operational friction. It also provides agencies with the flexibility to work with a growing network of retail technology partners, including PROS Group Sales Optimizer and IATA’s Financial Gateway.
Supporting NDC and Future-Proofing Airline Distribution
The partnership further aligns with Air Europa’s commitment to the International Air Transport Association’s (IATA) New Distribution Capability (NDC). This XML-based data transmission standard enables airlines to offer personalized fare content, dynamic pricing, and real-time product availability directly through travel agents’ systems.
According to Yago Casasnovas, Air Europa’s Head of Payments, Fraud Prevention, and Distribution, the Retailaer integration is a pivotal step in extending the airline’s NDC program. “This partnership gives our agency partners the freedom to access our content in a more efficient and flexible way. It aligns with our ‘You Decide’ vision—empowering agents with more control and options,” he said in a recent statement.
Casasnovas emphasized that Air Europa’s strategy includes a multi-access content model through its NDC portal, GDS platforms, and agency tools—all designed to future-proof its digital distribution ecosystem.
Empowering Travel Agents in a Post-Pandemic Era
In the wake of the COVID-19 pandemic, travel agents have been seeking more resilient, flexible, and user-friendly systems to manage bookings and customer service. The Retailaer platform responds to this need by enabling real-time modifications, bundled sales, and access to value-added services without switching systems or calling support centers.
Anders Lofgren, Co-founder and CEO of Retailaer, said the collaboration demonstrates a new paradigm in airline retail. “This partnership shows what’s possible when technology is purpose-built for agility and openness. We’re not just improving the interface—we’re redefining how airlines and agents collaborate,” he said.
Retailaer’s open architecture allows for easier integration with fintech, insurance, hotel, and mobility partners, expanding the ancillary revenue opportunities for airlines and agents alike.
Market Context: Airline Retailing Moves Beyond Legacy Systems
According to IATA, global adoption of NDC is gaining momentum, with over 60 airlines now live with NDC capabilities as of mid-2025. Many are adopting hybrid models that support both traditional and modern distribution channels.
Air Europa’s approach reflects this trend, embracing a modular strategy that avoids lock-in and reduces dependency on legacy passenger service systems. By integrating next-generation tools that focus on personalization, speed, and scalability, the airline is positioning itself as a leader in Europe’s evolving aviation retail landscape.
Strategic Growth in Spain and Beyond
The initial launch of the Retailaer platform focuses on travel agents within Spain, a key source market for Air Europa, headquartered in Madrid. However, the airline has signaled clear intentions to scale the solution across its wider international network, particularly in Latin American countries like Argentina, Colombia, and the Dominican Republic, where the airline has a significant operational presence.
Spain’s Ministry of Industry, Commerce and Tourism has also encouraged digital innovation in tourism, highlighting the importance of streamlining travel sales and modernizing travel agency infrastructure as a strategic priority for 2025.
Looking Ahead: A Model for Airline-Tech Collaboration
The Air Europa–Retailaer partnership serves as a case study in how airlines can adapt quickly to a changing market by working with agile, tech-first partners. It also signals a broader industry movement away from legacy systems toward modular, cloud-native retail platforms that support personalization at scale.
As the global aviation industry heads into a new era driven by AI, real-time analytics, and seamless digital ecosystems, collaborations like this will shape the future of how travel is sold and experienced. The rollout of the integrated OMS platform is expected to accelerate Air Europa’s customer engagement and agent satisfaction, setting a high bar for the next generation of airline retailing.
Conclusion: Pioneering a Flexible, Connected Travel Booking Future
Air Europa’s alliance with Retailaer marks a transformative shift in airline retail strategy, bringing together efficiency, personalization, and global scalability. By prioritizing innovation and empowering travel agents with modern tools, the airline is not only enhancing its operational model but also redefining what seamless travel booking should look like in 2025 and beyond.
For more travel news like this, keep reading Global Travel Wire
