Airlines and travel merchants are changing how they sell and deliver their products, increasingly using OOSD retail models, which CellPoint Digital OSO platform aims to support.
CellPoint Digital has launched One Source Orchestration (OSO), a payment optimization platform designed for airlines and travel merchants adopting the Offer-Order-Settle-Deliver (OOSD) retailing model.
OOSD is a new framework that allows airlines to create dynamic tailored offers for customers, manage orders in a single record, streamline settlement, and deliver services more flexibly. Payments remain one of the biggest challenges in this shift, as they are often complex, costly, and fragmented.
OSO aims to address these issues. It manages multi-party transactions, supports multiple currencies, and enables points-plus-cash bookings. The system is modular, cloud-native, and integrates with core travel industry platforms. It claims to provide 99.999% uptime, hundreds of payment methods, and real-time fraud protection.
The platform uses AI and machine learning to improve transaction approval rates by up to 25%. Automated retries and optimized routing reduce failed payments, helping airlines and merchants recover lost revenue.
CellPoint Digital says OSO helps airlines increase efficiency, lower costs, and improve customer experience. It also supports global expansion by simplifying local payment method integration and fraud prevention.
According to McKinsey, advanced retailing could add $45 billion in airline value by 2030. OSO is positioned as a payment infrastructure that helps travel merchants capture this potential.
CellPoint Digital specializes in payment orchestration for the airline, travel, and hospitality sectors, with offices in Copenhagen, Dallas, Dubai, London, Miami, Pune, and Singapore.
