At the PROS Outperform Conference, airline loyalty leaders gathered to share how they’re transforming first-time flyers into lifelong customers. The panel featured experts from United Airlines, LifeMiles (Avianca), and Azul Airlines, each offering a unique perspective on loyalty strategies that combine personalization, seamless digital experiences, and the smart use of PROS technology—including airTRFX, airWire, and airModules.
From streamlining redemptions to launching intelligent campaigns powered by real-time data, this session revealed how PROS solutions are driving measurable revenue gains and deeper customer engagement through loyalty.
United Airlines: Seamless Personalization at Scale
John Webber, Senior Manager of Targeted Marketing at United Airlines, and Theo Theodore, Manager of Marketing Strategy at United Airlines, shared how their team is using dynamic personalization to connect with customers through the airline’s email and loyalty campaigns. By combining airWire and airTRFX, United personalizes emails with real-time pricing from each customer’s home airport. These emails link to dynamic landing pages with consistent content to create a seamless and effective booking experience.
“Before PROS, our fare sales were manual and time-consuming. Now, with airTRFX and airWire, we’re seeing a 20% lift in revenue and customer conversion—driven by real-time personalization and scalable campaigns.” – John Webber, United Airlines
LifeMiles: Making Redemptions Intuitive and Inspiring
Fatima Melendez, Digital Channels Analyst at LifeMiles, Avianca’s loyalty program, shared how the program is focused on identifying and engaging high-value customers and making the redemption experience easier and more inspiring.
They’ve integrated an externalized airModule on the LifeMiles login homepage, showing personalized award routes and fares immediately upon login, effectively streamlining the path to redemption. Additionally, LifeMiles deploys custom airTRFX pages to spotlight promotions and underperforming routes, encouraging customers to click, compare, and book faster.
“With PROS, the results are measurable. We’ve simplified the experience, collected richer customer data, and seen a real impact on bookings and engagement.” – Fatima Melendez, LifeMiles (Avianca)
Azul Airlines: Educating and Empowering Loyalty Members
Gabriel Tome, Senior E-commerce Analyst at Azul Airlines, shared how Azul is using PROS tools to demystify the loyalty experience. He highlighted how Azul Fidelidade (formerly TudoAzul) is evolving to better educate customers about using their loyalty points. Through airTRFX, Azul has created a “points hub” with budget filters and fare tiers, so customers can easily see where they can fly with their balance.
Gabriel explained how this transparency not only drives redemptions but also stimulates more point earning and more engagement across channels like email and social media.
“Working with PROS has made it easy to scale our loyalty content across campaigns. The engagement services team helps us move fast and bring new ideas to life.” – Gabriel Tome, Azul Airlines
The Power of Cross-Functional Collaboration
Loyalty success isn’t just about having the right tools, it’s about bringing together cross-functional teams to create, test, and optimize campaigns that engage and reward.
PROS is proud to support this work through solutions like airTRFX, airWire, and airModules—along with the services to help teams move fast and get results.
