Innovative modules from booking to boarding

In our 2024 Wrap-up, we teased some exciting new Triplake modules. Today, we're thrilled to unveil two of those groundbreaking additions - Triplake Ancillaries Marketplace and Triplake Shop & Fly - Check-in!

As the travel industry evolves, it’s not enough to just sell flights. Airlines, airports and travel companies must deliver a truly engaging, customer-first retail experience. Triplake Shop & Fly Check-in streamlines the online check-in process, offering an integrated and intuitive experience that enhances efficiency and elevates passenger satisfaction. In the meantime, Triplake Ancillaries Marketplace empowers companies to seamlessly offer and manage a wide range of proprietary and third-party products and services. Truly turning any digital touchpoint into a full-service marketplace. Together, these innovative modules are set to transform the digital travel landscape.

Driving value while optimising operations for companies

• Unlock new revenue streams: Diversify income beyond ticket sales with these two Triplake modules. Offer a high-end marketplace featuring high-margin products, services and bundles, from premium airport shopping to exclusive destination experiences. Then, retarget customers during online check-in with curated up-sell promotions with Triplake Shop & Fly - Check-in.
• Drive personalisation and boost conversions: By leveraging consumer data insights and personalisation, there can be up to a 40% increase in revenue, according to McKinsey. Both Triplake modules enable companies to deliver highly tailored recommendations to individual and group travellers. For example, Shop & Fly - Check-in can offer personalised destination tips and immigration document scanning, while Ancillaries Marketplace enables a passenger to pre-order their favourite meal at an airport restaurant time and time again - all based on booking and behavioural data.
• Automate operations with seamless integrations: Our user-friendly, tech-agnostic Market Hub Integration middleware streamlines operations end-to-end. Revolutionise passenger check-in by accelerating processing, reducing airport queues and integrating all check-in steps into a unified platform for clear, proactive oversight of traveller actions and needs. With Triplake Ancillaries Marketplace, make vendor onboarding a breeze, optimise inventories across channels and ensure fair profit sharing.
• Empower digital transformation: Stay ahead of the curve with our advanced, integrated modules that grow along with companies. Start by implementing the module that meets immediate needs, whether it’s enhancing digital retailing or improving check-in, and seamlessly add other Triplake modules as operations scale. This flexible, step-by-step strategy allows teams to adapt to evolving market demands while steadily building a comprehensive digital ecosystem that positions companies as leaders in the modern market.
  

Elevating the traveller experience

• A one-stop digital shop for travellers: According to IATA’s 2024 Passenger Survey, speed and convenience remain a top priority, with over one-third of passengers preferring to complete check-in before reaching the airport. The latest Triplake modules meet these demands by providing a singular platform for planning and booking every aspect of the journey. Whether reserving a spa pass at the airport, booking unique destination experiences, or saving boarding passes to mobile and wearable wallets, travellers no longer need to juggle multiple retailing platforms and can do it all from the comfort of their homes.
• Loyalty through connectivity: A holistic retailing strategy isn’t just about boosting conversions, it’s also about building lasting loyalty. Connect Triplake Ancillaries Marketplace to loyalty schemes so travellers can earn and redeem rewards across the full ecosystem and feel valued at every touchpoint. Also, automating the online check-in process with Triplake Shop & Fly - Check-in fosters a stress-free day of travel and allows passengers to focus on personalised offers to enhance their journey. These solutions create an environment where customers are appreciated, fostering business retention and long-term relationships.
• Omnichannel control for the modern traveller: Both the latest Triplake modules are engineered with control and omnichannel compatibility at their core. Travellers can manage bookings during Shop & Fly - Check-in and make last-minute Ancillaries Marketplace purchases on their terms across devices, guaranteeing they never miss an opportunity to add value to their journey. Whether completing immigration pre-clearance during online check-in or receiving real-time push notifications about a gate change, travellers stay connected to what matters most.  
  

Bringing the future of dynamic travel retailing to life…today

Triplake modules, Shop & Fly - Check-in and Ancillaries Marketplace, combine cutting-edge technology with a steadfast focus on customer satisfaction. Whether implemented together or separately, these modules deliver the advanced capabilities airlines, airports and travel companies need to craft highly personalised, automated travel journeys at scale. By deploying these solutions across all digital touchpoints, companies can create engaging, hassle-free experiences that boost customer retention, drive revenue growth and enhance operational efficiency.

Are you ready to revolutionise your retailing strategy and unlock the full potential of your digital channels? Just drop us a note at reinventdigital@branchspace.com and let’s shape the future of travel together!

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The average airline web portals is not broken. It loads, it sells tickets. It technically does what it's supposed to do.

And yet, the experience feels tiring.

You notice it when you try to do something simple. Change a seat. Find your gate. Understand what happens if a flight is delayed. Suddenly you are scanning long pages, decoding airline terminology, clicking back and forth just to stay oriented.

The problem is not with the features, It is effort effort required in getting from A to B.

Airline portals still expect travellers to think like systems. To understand menus, categories, fare families, ancillaries, rules. But travellers arrive with something much simpler. Intent.

They want to get something done and get on with their journey.

This article posits that airline web portals should stop behaving like navigation systems and start acting as intent-aware decision environments. When UX is designed to reduce effort, adapt to context, and quietly support travellers at each stage of the journey, portals become calmer to use, easier to trust, and far more effective for airlines.

The basics still matter more than airlines think

Before talking about AI or personalisation, it is worth being honest about the fundamentals.

You can see that accessibility standards aren’t yet being applied and portals aren’t optimised for mobile, which results in performance drops. Navigation feels heavier than it needs to be. Search often works, but only if you already know what to ask and how the airline expects you to ask it.

These are not exciting topics, but they shape everything that comes after. If a portal is slow, confusing, or inaccessible, no amount of intelligence layered on top will fix the experience.

At Branchspace, we see this repeatedly. Airlines want to move faster, personalise more, experiment. But the UX foundation is not always ready to support that ambition.

Where portals lose traveller trust

The biggest UX issues are rarely dramatic, they are subtle and cumulative:

• A vague error message that offers no next step

• A long paragraph that hides the one thing the traveller needs to know

• Three different words for the same concept depending on where you are in the journey

• A mobile page that technically works but feels endless

In isolation these are small instances, but they compound to create friction for a user. And friction erodes confidence.

Travellers begin to hesitate, scan more carefully, and spend extra effort just trying to stay oriented. They stop trusting that the portal will help them when things go wrong. Good UX goes beyond delight, it is about reassurance.

Decision-making is the real job of UX

Every airline portal is a decision-making environment:

1. Choose a flight

2. Choose a fare

3. Choose a seat

4. Decide whether to rebook or wait

The role of UX is not to present all options equally. It is to reduce the mental work required to choose well.

That is where simple principles matter more than flashy ideas: clear visual hierarchy, familiar patterns, plain language, and progressive disclosure.

When these are done properly, travellers stop analysing the interface and start moving confidently through it.

This is also where intent-led thinking becomes powerful. When portals are designed around tasks rather than pages, complexity begins to fall away naturally.

What changes when you design for intent

When you stop designing for navigation and start designing for intent, the portal behaves differently:

• Shift the focus to intent and the portal begins to respond in new ways

• Search leads the experience rather than sitting in the background

• Logged-in travellers with an upcoming trip see what they can do next, instead of being asked to explore

This is the direction we have been taking with platforms like Triplake by allowing the portal to respond to context, trip stage, loyalty status and behaviour.

Where AI actually helps and where it should stay quiet

AI has a role in airline UX, but it works best when it stays in the background rather than taking centre stage. The strongest AI-driven experiences are often the ones you barely notice, because the interface feels simpler and the path forward feels clearer.

That might mean routing a traveller straight to the right outcome based on a natural language query, or surfacing the most relevant rebooking option when a disruption occurs. In other moments, it is about removing repetition altogether, using known preferences to spare travellers from making the same choices again and again.

At its best, AI offers clarity, supports decisions without trying to make them on the traveller’s behalf. People still want to feel in control of their journey, they just do not want to work so hard to get there.

The portal is becoming a living interface

The most interesting shift we are seeing has very little to do with technology and everything to do with behaviour. Airline portals are gradually moving away from being static websites and towards adaptive interfaces that respond to where a traveller is in their journey.

Before the trip, the portal helps you prepare. On the day of travel, it shifts into a supportive role, surfacing the information that matters most in the moment. Afterwards, it follows up, closing the loop rather than simply ending the experience.

Making this work demands modular design systems, flexible platforms, and teams that think beyond individual pages and flows. It is not an easy change, but it is both achievable and increasingly necessary.

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