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IBS Software and Amazon Web Services Form Partnership to Transform Airline Retailing

IBS Software and Amazon Web Services Partner to Transform Airline Retailing
DUBAI, UAE, Nov. 4, 2025 – IBS Software has entered into a multi-year strategic partnership with Amazon Web Services (AWS) to accelerate the modernization of airline retailing. This collaboration combines IBS Software’s deep expertise in travel technology and airline commerce with AWS’s global cloud infrastructure and artificial intelligence capabilities. Together, they have launched iRetail, an AI-first, cloud-native retailing platform specifically designed to revolutionize the airline industry’s commercial operations.
A New Era in Airline Retailing
Unlike traditional airline retail systems, iRetail is engineered from the ground up to be modular and AI-driven, supporting the entire Offer–Order–Settle–Deliver (OOSD) value chain. Developed jointly by IBS Software and AWS, the platform harnesses advanced artificial intelligence to enable self-curating product catalogues, real-time personalized offers, autonomous order management, seamless settlement, and intuitive service delivery. This approach aims to help airlines move beyond fragmented legacy systems, fostering faster innovation, enhanced operational efficiency, and more tailored customer experiences.
Dorothy Creamer, Senior Research Manager for Hospitality and Travel Digital Strategies at IDC, highlighted the significance of this development, noting that legacy systems have long hindered innovation and efficiency in the travel sector. She emphasized that 97% of hospitality and travel operators are investing in or exploring agentic AI, and that the iRetail platform’s integration of AI, combined with AWS’s scalability, reliability, and security, positions it well to rapidly adopt emerging functionalities driven by agentic AI.
Deployment, Support, and Industry Challenges
Under the terms of the agreement, IBS Software will leverage AWS’s infrastructure to deploy iRetail on a global scale, ensuring high availability and multi-region support for mission-critical airline operations. AWS will contribute architectural guidance, technical resources, and ongoing support for solution development. Both companies will also collaborate on a joint research and development roadmap, aiming to unlock new AI-driven value streams by 2027 through IBS Software’s AI & Data Centre of Excellence.
However, the partnership also brings to light certain challenges. The airline industry’s growing dependence on AWS infrastructure has raised concerns about system reliability, particularly in the wake of a recent AWS outage that disrupted multiple airline websites. This incident has sparked debate among market observers and investors regarding the risks of consolidating critical operations on a single cloud provider. While some view the collaboration as a strategic move to harness cutting-edge technology, others caution about potential vulnerabilities.
Competitors may respond by scrutinizing AWS’s service reliability and exploring diversification of their cloud service providers to mitigate similar risks. The recent outages underscore the critical importance of operational continuity and maintaining customer trust, both of which could be jeopardized by future disruptions.
Despite these concerns, IBS Software and AWS are committed to setting a new industry standard for airline retail modernization, focusing on scalability, innovation, and reliability. As airlines increasingly seek future-ready platforms, the performance and adoption of iRetail—and its reliance on AWS—will remain under close observation by industry stakeholders.

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