At the recent PROS Outperform Conference, digital leaders from major airlines shared how artificial intelligence (AI) is transforming search engine marketing (SEM) strategies. The session featured insights from Sara Walter de Freitas of TAP Air Portugal, Justin Ralenkotter of Allegiant, Ciro Luiz Novello of Azul, and Despoina Dasiou of Aegean. They explored how AI-driven SEM strategies optimize bidding, targeting, and spend efficiency—leading to smarter, data-driven campaigns that deliver superior results.
TAP Air Portugal: Data-Driven SEM Evolution
Sara Walter de Freitas, Director of Digital and E-commerce at TAP Air Portugal, highlighted the airline’s journey with AI and PROS. By integrating data-driven insights from PROS airSEM, TAP achieved a media cost of sale below 1%, with 30% of direct channel revenue now driven by airSEM strategies.
“Our journey with PROS started in 2019, evolving to a seamless integration of AI into SEM, content, and landing pages. The result? More revenue with less investment, thanks to data-driven decisions and continuous optimization.”
– Sara Walter de Freitas, TAP Air Portugal
Allegiant: Scaling Smart Bidding with airSEM
Justin Ralenkotter, Director of Marketing at Allegiant, shared how the airline harnessed airSEM to automate bidding strategies across thousands of routes. By incorporating load factors, fares, and search demand data, Allegiant reduced SEM spend while boosting revenue.
“With airSEM, we integrated complex data into our bid strategy—something our lean team couldn’t achieve manually. The results were clear: higher revenue, lower spend, and smarter, AI-driven decisions.”
– Justin Ralenkotter, Allegiant
Azul Airlines: Market-Responsive Campaigns
Ciro Luiz Novello, Senior Manager of CRM and Performance at Azul, emphasized the importance of localization and testing. Azul’s collaboration with PROS enabled them to tailor SEM campaigns for Brazil’s unique search behaviors, leveraging airTRFX landing pages and dynamic pricing.
“With PROS, we combined load factor data and local insights to optimize campaigns. airTRFX helps us showcase dynamic offers, driving performance, and delivering better results.”
– Ciro Luiz Novello, Azul Airlines
Aegean Airlines: Embracing AI-Driven Innovation
Despoina Dasiou, Lead of Digital Performance at Aegean, recounted their bold adoption of AI tools like Target ROAS and PMAX, transforming SEM strategies from lower-funnel to full-funnel optimization. This approach resulted in lower cost of sale and higher conversions.
“Our journey with PROS has been about embracing change. We tested new tools, trusted AI, and now have campaigns covering the full customer journey. The results speak for themselves.”
– Despoina Dasiou, Aegean Airlines
Conclusion: Transform Your SEM with PROS
AI is not just the future of SEM—it’s the present. From advanced bidding strategies to full-funnel optimization, PROS airSEM empowers airlines to drive revenue, lower costs, and deliver superior customer experiences.
Ready to revolutionize your SEM strategy?
Connect with PROS today to explore how airSEM, airTRFX, and airWire can transform your marketing campaigns.
