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Continuous Pricing

The Future of Airline Revenue Starts Now

Boost revenue, increase conversion, and improve pricing precision with PROS Continuous Pricing, the fastest step toward modern airline retailing.
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Up to

3.5%

Direct Revenue Uplift

with Continuous and Request-Specific Pricing

99.99%

Uptime
for seamless uninterrupted performance
Handles

13B+

Transactions Daily

 

Scalable

Across all channels
including NDC and web
Up to

3.5%

Direct Revenue Uplift

with Continuous and Request-Specific Pricing

 

99.99%

Uptime
for seamless uninterrupted performance
Handles

13B+

Transactions Daily

 
 
 

Scalable

Across all channels
including NDC and web

Airlines using PROS Real-Time Dynamic Pricing

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By leveraging PROS dynamic pricing technology, we've created more pricing options calibrated to current market conditions and greater flexibility.

Stefan Kreuzpaintner

Senior VP, Commercial Customer Offer
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By adopting the most advanced revenue management and airline pricing solutions from a trusted market leader, we will deliver more relevant and dynamic offers that customers find truly desirable and valuable – leading to greater conversion rates, customer loyalty and incremental revenue to power our future.

Mario Cruz

Chief Commercial & Revenue Officer
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We are very grateful to the engineering staff of PROS for helping us through continuous adjustments. At present, PROS Real-Time Dynamic Pricing has been successfully implemented on China Southern Airlines’ domestic cloud.

Yu Haiyan

Deputy Director of RM Division, Sales Department
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PROS AI & Science

What is Continuous Pricing?
Historically airlines could only sell fares in static buckets. Sometimes a person is willing to pay more, and their money is left on the table. Sometimes a person wants to pay less, but nothing is available. With Continuous Pricing, airlines can offer precise fares between predefined price levels instead of relying on rigid class-based pricing. This eliminates abrupt price jumps, making offers more attractive to travelers and increasing conversion rates.
By integrating our science at the heart of airline revenue operations we are offering a seamless, future-ready way of pricing that delivers real outcomes.
The Shift to Class-Free Pricing
For decades, airlines have relied on rigid fare buckets and filed fares—a system shaped by technological constraints, not revenue strategy. Fare filing creates artificial price steps, leading to lost revenue.

Today, airline pricing is at a turning point. As the industry moves toward modern retailing, airlines that stick to fixed fare structures risk losing market share and revenue to agile competitors who use continuously updated dynamic pricing based on current inventory and demand levels to create itinerary-specific offers. Continuous Pricing delivers real-time pricing precision to capture true market demand.

Integrations
PROS Real-Time Dynamic Pricing offers seamless integrations with Revenue Management Systems (RMS), Shopping engines, PROS Group Sales Optimizer (GSO), Global Distribution Systems (GDS), Passenger Service Systems (PSS), while avoiding platform lock-in, so your pricing strategy is always connected, efficient, and responsive.
Maximize Revenue with Science, Not Guesswork

PROS Continuous Pricing differs from other solutions on the market by:

  • Optimizing price during the revenue decision, not after availability is set
  • Evaluating real‑time demand and price elasticity, rather than relying on static rules or fare classes
  • Delivering consistent pricing across all channels, not constrained by platform or system
  • Built for class-free, modern retailing, not extending legacy models
Continuous Pricing Comparison

Don’t chase the market. Lead it.

Don’t let legacy technology dictate your revenue potential. See what happens when you put PROS precision behind every offer.
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FAQs

What is continuous pricing in the airline industry?

Continuous pricing allows airlines to adjust fares based on current demand and market conditions, moving beyond rigid fare buckets to offer more competitive pricing calibrated to current market conditions.

It increases revenue by filling gaps between static fare levels, improves customer satisfaction with tailored offers, and enables airlines to respond instantly to market changes.
By offering gradual fare increases and more price points, continuous pricing provides options that better fit travelers’ budgets, enhancing satisfaction and conversion rates.
Airlines need to ensure data readiness, system integration, and cross-functional alignment. Change management and training are critical for successful implementation.
Yes, PROS RTDP integrates seamlessly with existing systems, allowing airlines to adopt dynamic pricing without overhauling their entire ecosystem.
Early adopters like Lufthansa and Air Canada report revenue uplifts of 1-3%, improved agility, and enhanced customer satisfaction through PROS RTDP.

Additional Resources

PROS Integration Guide: How Airlines Can Adopt Continuous Pricing

Discover how airlines can adopt continuous pricing with PROS Real-Time Dynamic Pricing to increase conversion, optimize revenue, enable dynamic offers, and modernize retailing strategies.
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How Japan Airlines is Modernizing Revenue with PROS Continuous Pricing

Explore how Japan Airlines (JAL) leverages PROS to integrate continuous pricing, enhance revenue strategies, and deliver relevant travel experiences for customers.
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Adopting Continuous Pricing in a World of Booking Classes

Explore how airlines like Air Canada and Lufthansa Group are adopting continuous pricing to boost revenue, overcome legacy barriers, and enhance customer experience.
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Innovator – Lufthansa Group

“We are proud to receive the Innovator award in the PROS Outperformer Customer Awards. Over our 37-year partnership, Lufthansa Group and PROS have co-innovated advanced solutions that have transformed revenue management and pricing across our network. From AI-powered pricing and real-time offer optimization to next-generation demand forecasting, these innovations have driven efficiency, alignment, and measurable impact. As we advance with initiatives like Request Specific Pricing and Dynamic Ancillary Pricing, PROS remains a trusted partner in our journey toward smarter, AI and data-driven aviation,”