CellPoint Digital Launches OSO to Power the Future of Airline Retail
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Over the years, airlines have modernized how they sell travel, with many adopting the Offer-Order-Settle-Deliver (OOSD) model that promises personalization and higher revenue. Yet payment remains a significant barrier, as many airline systems are outdated and fragmented. To address this, CellPoint Digital has introduced One Source Orchestration (OSO), a payment optimization platform built to help airlines and travel merchants succeed in this new digital retail era.
Fixing the Missing Piece in Airline Retail
CellPoint Digital’s new OSO platform is designed to modernize how payments function in the travel industry. As airlines move toward dynamic pricing and customized offers, OSO provides the technology to support these strategies effectively. It unifies all parts of the payment process, from offer creation to booking, settlement and refunds, into a flexible, cloud-based system.
The platform supports multiple payment methods, currencies, and fraud protection tools. It processes up to 10,000 transactions per second with 99.999% uptime, giving airlines greater reliability and speed. Depending on the airline’s size and market, OSO can improve payment flow-through by between two and 13 per cent.
“OSO was built from the ground up to support localized, convenient payment experiences for travelers and to help airlines increase efficiency and profitability,” said CellPoint Digital CEO Kristian Gjerding.
The launch marks a turning point for CellPoint Digital. By integrating directly with Global Distribution Systems, Passenger Service Systems, and Central Reservation Systems, OSO allows for seamless adoption without major system changes.
Turning Smarter Payments into Revenue Growth
The aviation industry’s shift toward OOSD represents a major transformation, enabling airlines to build personalized offers and bundles that adapt to passenger needs. According to McKinsey, these models could unlock $45 billion in new value by 2030, but much of that potential remains unrealized due to legacy payment infrastructure. Airlines still face fragmented systems, high decline rates, and slow settlements that limit revenue growth. OSO helps unlock that potential by reducing friction in transactions and optimizing payment performance in real time.
Failed or declined payments remain one of the biggest sources of lost revenue for airlines. OSO uses AI and machine learning to route transactions through the most efficient paths, improving approval rates by up to 25 per cent. Automated retries and adaptive fraud systems prevent abandoned bookings, while back-end automation shortens pay-out cycles and minimizes manual reconciliation.
For travelers, this means faster, smoother checkout experiences across channels and currencies. For airlines, it means fewer lost sales and stronger financial control. As the industry continues to evolve, the need for payment solutions designed for modern retail is greater than ever.
By turning payments into a strategic tool, OSO connects retail innovation with measurable business results. Each successful transaction drives higher revenue, better customer satisfaction, and stronger loyalty.
Building the Foundation for the Future of Travel Retail
Beyond optimization, OSO is shaping the next phase of digital travel retail. It gives airlines real-time visibility and control over all payment providers, currencies, and regions. The system simplifies complex tasks such as refunds, itinerary changes, and multi-party settlements while ensuring compliance with global data regulations.
AI-driven routing reduces costs, enhances approval rates, and safeguards transactions through continuous monitoring. The platform also adapts to regional regulations by offering single-region deployment for data storage and privacy compliance.
“Higher approval rates, lower costs, broader payment choice, and stronger fraud protection benefit travelers and the brands that serve them,” said Gjerding. “This is the future of travel retail, and OSO is the platform that makes it possible.”