EVA Air Drives High-Value Growth and Digital Efficiency with PROS airSEM and Premium Class Expansion

“We shifted from fare-driven economy class promotions to showcasing the value of our premium cabins. In just six months, we’ve secured top search positions for most premium-related keywords, expanding our exposure and elevating our brand.”

Angus Chang Online Sales Manager

Scaling Direct Channel Revenue with Premium Cabin Targeting

In an increasingly competitive global travel market, EVA Air has elevated its digital strategy by focusing on higher-value audiences and premium offers. With the adoption of PROS airSEM, including a Cabin Class Dataset Expansion, EVA Air has transformed how it approaches search engine marketing, targeting travelers interested in Premium Economy and Business Class fares with precise, dynamic, and scalable campaigns.

“We shifted from fare-driven economy class promotions to showcasing the value of our premium cabins,” said Angus Chang, Online Sales Manager. “In just six months, we’ve secured top search positions for most premium-related keywords, expanding our exposure and elevating our brand.”

This strategic realignment enabled EVA Air to reach more qualified customers, improve visibility for high-yield inventory, and drive long-term growth across its digital channels.

Centralized Campaign Execution with Global Scale

Before implementing airSEM, paid media management was decentralized across branch offices, many of which lacked the resources or expertise in digital marketing. This created inconsistencies and limited the ability of EVA Air’s headquarters to execute global digital strategies effectively.

“airSEM solved a major challenge by allowing us to centralize campaign execution across all branches,” Angus explained. “We now manage region-specific campaigns in multiple languages, without increasing team size or sacrificing efficiency.”

With centralized oversight and AI-powered bidding, EVA Air is able to maintain message consistency, respond to market shifts in real time, and maximize performance across its network.

Strong Performance Across Key Business Metrics

The impact of airSEM with the Cabin Class Dataset Expansion has been significant, both in terms of digital efficiency and commercial performance.

“airSEM helps us do more with less,” Angus said. “It delivers quality traffic to our booking engine, helping us hit revenue targets while maximizing impact with our current capacity.”

airSEM:

• 17% year-over-year growth in PNRs
• 7% increase in direct traffic to EVA Air’s website
• 30% increase in online revenue from the direct channel
• Streamlined campaign management across markets and languages

Cabin Class Dataset Expansion:

• +506 bps in Business and PEY bookings, driving +3.1% revenue
• 3x growth in keyword impressions from improved organic search visibility for Premium Economy and Business Class

Enabling Strategic, Scalable Digital Growth

PROS has not only provided EVA Air with the tools to compete more effectively, but also the partnership and strategic guidance needed to accelerate its digital transformation.

“Working with the PROS Offer Marketing team has enhanced our capabilities and accelerated campaign success,” said Angus. “airSEM is essential to achieving our goal of growing direct sales—it’s efficient, intelligent, and scalable.”

With PROS airSEM and Cabin Class Dataset Expansion, EVA Air has established a data-driven, globally scalable digital marketing strategy — one that drives profitability, streamlines operations, and strengthens the airline’s leadership in premium air travel.

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