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Azores Airlines Scales Innovation and Revenue with PROS Dynamic Offers, Digital Retail, and airTRFX

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82.6%

sales growth from 2022 – 2023

5%

market share increase in web sales channel

 3 months

to implement a branded fare strategy
Products Used:

Dynamic Offers, Digital Retail, airTRFX

 Industry:

Airlines

 Revenue:

€395M

 Location:

Ponta Delgada, Portugal
“Whether it’s interlining, pricing, or meeting government requirements — PROS has helped us adapt without slowing down. Their ability to meet our specific needs has been vital to our growth.”

Bruno Miguel Marques, headshot
Bruno Miguel Marques
Head of Strategic Sales

From Regional Carrier to Digital Trailblazer

In an industry where agility and innovation are often the domain of larger carriers, Azores Airlines is proving that size is no barrier to impact. With PROS as a key partner, this regional airline has redefined what it means to grow strategically and sustainably.

“We’re a small airline with big company processes—and PROS helps us live up to that,” said Bruno Miguel Marques, Head of Strategic Sales at Azores Airlines. “Before PROS, our developments were slow and our needs overlooked. Now, we move fast, stay competitive, and hit record numbers.”

Embracing Innovation Early and Often

Azores Airlines has been leveraging PROS Dynamic Offers and Digital Retail for nearly five years. By adopting early releases and working closely with PROS on new features, they’ve established a culture of continuous innovation.

“We assist PROS in shaping new solutions and are always among the first to adopt,” said Bruno. “It keeps us ahead of the curve—and helps PROS tailor tools that fit our unique needs.”

Their newest addition, airTRFX, is expected to push sales growth even further by improving digital discoverability and expanding the reach of personalized offers.

Real Results, Record Growth

Backed by PROS technology, Azores Airlines has transformed its digital channel into a growth engine:

  • 82.6% increase in sales from 2022 to 2023
  • 47.9% more coupons sold
  • 22.7% increase in average coupon fare (€23 increase)
  • Web channel market share increased from 25% to 30%
  • In 2024, despite shifting to a volume-based strategy, revenue grew 16%, coupon sales by 18%, and market share rose another 2%

Azores credits these gains to a bold pricing transformation—shifting from a vertical to horizontal branded fare strategy, implemented in just 3 months with PROS.

“That level of turnaround on such a demanding channel was impressive. Smooth, fast, and impactful,” Bruno emphasized.

Scaling with Precision and Partnership

Azores Airlines faced unique challenges: a small team, a complex interline environment, and regulatory constraints. Yet PROS solutions have helped them simplify and succeed in a fast-evolving digital landscape.

“Whether it’s interlining, pricing, or meeting government requirements—PROS has helped us adapt without slowing down. Their ability to meet our specific needs has been vital to our growth,” said Bruno.

By 2025, the airline aims to increase its web channel market share by another 5%, continuing a trajectory of sustainable digital expansion.

Results with PROS Solutions:

  • 5 years of partnership delivering measurable growth
  • 82.6% YoY sales growth (2022–2023)
  • 5% market share increase in web sales channel
  • Branded fare strategy implemented in just 3 months
  • airTRFX expected to boost sales by an additional 5%

With a clear digital vision and a powerful tech partner in PROS, Azores Airlines is not just competing with the big players—it’s setting the pace for the future of digital airline retail.

Picture of Kaitlynn Brancato
Kaitlynn Brancato
Kaitlynn Brancato is a Customer Marketing Manager at PROS, leading global initiatives to highlight the success and value experienced by PROS B2B customers. With over five years in B2B SaaS marketing, she is passionate about highlighting customer achievements and advocating for their success. Kaitlynn’s passion for technology and extensive industry knowledge ensure that companies benefit from the most effective solutions to enhance their profitability and operational efficiency.
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