About
PROS is an enterprise-grade AI platform purpose-built for airline retailing and revenue management. At its core, the PROS Platform embeds revenue performance directly into offer and order management, enabling airlines to create dynamic, customer-centric offers that convert at higher rates and better quality revenue. The platform's proven AI science—pioneered by PROS and continuously refined—analyzes billions of market signals and traveler behavior patterns daily, generating over 400 million prices and 1.7 billion forecasts every day. Key product capabilities include Offer Management, Revenue Management, Real-Time Dynamic Pricing, Dynamic Ancillary Pricing, Group Sales Optimizer, and Shopping Merchandising. For digital marketing, PROS offers the airTRFX, airModules, airWire, and airSEM suite, enabling airlines to run targeted offer marketing campaigns at scale. The platform is built with modular APIs designed for interoperability with existing airline tech stacks, making modernization incremental and low-risk. PROS serves airlines that need commercial control and agility—adapting quickly to competitive market shifts without sacrificing strategic revenue goals. With a global partner ecosystem and dedicated Customer Experience & Engagement teams, PROS targets large and mid-size carriers seeking to transform offer management into a strategic revenue engine. The platform also includes developer resources, training via PROS University, and a customer community through PROS Connect.
Key Features
- Real-Time Dynamic Pricing: Generates over 400 million prices per day using patented AI science that analyzes market signals and traveler behavior to protect yield and curb volatility.
- Offer Management & Retailing: Enables airlines to create, distribute, and optimize contextual offers across all channels, embedding revenue performance directly into offer and order management workflows.
- Dynamic Ancillary Pricing: Optimizes ancillary revenue streams—seats, bags, upgrades—by pricing them dynamically based on demand signals and passenger profiles.
- Offer Marketing Suite (airTRFX, airSEM): A suite of digital marketing tools that help airlines drive qualified traffic and convert shoppers with targeted, fare-aware campaigns across search and display channels.
- Modular API Integration: Flexible, interoperable APIs allow airlines to integrate PROS capabilities into existing tech stacks incrementally, reducing modernization risk.
Use Cases
- An airline revenue management team uses PROS dynamic pricing to automatically adjust fares across hundreds of O&D markets in real time, protecting yield during demand fluctuations.
- A carrier's e-commerce team deploys airTRFX to create SEO-optimized, fare-aware route landing pages that improve organic search traffic and direct booking conversion.
- An airline's ancillary team leverages Dynamic Ancillary Pricing to personalize seat and bag upgrade offers based on traveler behavior and willingness-to-pay signals.
- A group sales desk uses Group Sales Optimizer to quickly generate accurate quotes for bulk bookings, reducing manual effort and improving win rates on group RFPs.
- A digital marketing team uses airSEM to automate Google Ads bid management with live fare data, ensuring paid search campaigns always promote the most competitive prices.
Pros
- Proven AI at Scale: Processes 1.7 billion forecasts and 400 million prices daily, offering battle-tested AI science that airlines can rely on for mission-critical revenue decisions.
- End-to-End Offer Lifecycle Coverage: Covers the full offer lifecycle from creation and pricing to marketing and retailing, reducing the need for multiple point solutions.
- Flexible Integration Architecture: Modular API-first design allows airlines to adopt capabilities incrementally without requiring a full-stack replacement.
Cons
- Enterprise-Only Focus: Designed exclusively for airlines and large travel enterprises; not suitable for SMBs or industries outside travel.
- Complex Implementation: Enterprise deployments typically require significant onboarding, integration work, and training, which can extend time-to-value.
- Opaque Pricing: No public pricing is available; costs are negotiated per contract, making budget planning difficult without engaging the sales team.
Frequently Asked Questions
What industries does PROS serve?
PROS is focused exclusively on the airline and travel industry, providing AI-powered offer management, dynamic pricing, and retailing solutions to airlines worldwide.
How does PROS AI pricing work?
PROS uses patented AI science to analyze real-time market signals, competitor activity, and traveler behavior, generating dynamic prices that optimize for yield and conversion simultaneously.
Can PROS integrate with existing airline systems?
Yes. PROS is built with modular APIs designed for interoperability with existing PSS, NDC, and e-commerce platforms, allowing airlines to integrate at their own pace.
What is included in the PROS Offer Marketing suite?
The Offer Marketing suite includes airTRFX (fare-aware landing pages), airModules (dynamic fare display widgets), airWire (data connectivity), and airSEM (AI-powered paid search management).
Does PROS support NDC and modern airline retailing standards?
Yes. PROS supports IATA NDC and modern offer-and-order retailing standards, helping airlines transition from legacy ATPCO-based models to attribute-based selling.
