PROS Resources

From Click to Conversion: How Virgin Australia Drives Results with airTRFX and airWire

Table of Contents


With traveler expectations evolving and digital journeys growing more complex, Virgin Australia set out to meet a critical goal: surfacing the right flight prices at the right moment – everywhere customers look.

In this customer spotlight, Aeirin Fabella and Ashley Smith from Virgin Australia share how their team partnered with PROS to accelerate testing, improve customer experience, and drive measurable commercial outcomes. Through PROS Offer Marketing solutions like airTRFX and airWire, they’ve unlocked a dynamic pricing experience that supports omnichannel engagement, powers faster experimentation, and delivers exactly what customers want: low fares, upfront and on-demand.

Video Highlights

  • 0:00 – Introduction and company overview
  • 0:54 – What challenges were you facing in your Test and Learn program before using airTRFX?
  • 1:34 – How is flight search and customer behavior changing with new technologies like AI?
  • 2:23 – What challenges does that create for airlines trying to stay ahead?
  • 2:52 – How has airTRFX helped you run faster or smarter tests?
  • 3:46 – What is the purpose of using airWire and how does it feature in your testing program?
  • 4:40 – What role do you see PROS playing in your long-term digital and product strategy?
  • 5:19 – Are there other areas in which PROS could help play a larger role in your product strategy?
  • 6:11 – How has PROS’ ability to quickly deliver new features and innovations helped Virgin Australia stay agile and competitive, especially compared to the limitations of legacy systems?
  • 7:00 – What is Virgin Australia’s main goal for 2025?

Other content in this Stream

How Air China’s 25-Year Journey with PROS Drove 3X More Connections and $3B in Revenue Growth

See how Air China leveraged PROS solutions to triple connecting traffic and drive $3B+ in revenue.

Case Studies & Testimonials

Scaling Smart: How PROS Became Core to Cargill’s Sales Strategy

Discover how Cargill scaled pricing innovation and sales transformation with PROS as its digital backbone.

Case Studies & Testimonials

Customer Perspectives: The Power to Outperform

Discover how PROS customers across industries are connecting, innovating, and outperforming together.

Case Studies & TestimonialsVideos

Managing Tariff Complexity with PROS Price Optimization and Management

See how Essendant, SP Richards, and Direct Supply are using PROS to manage inflation and tariff complexity faster, smarter, and with greater control.

Case Studies & Testimonials

Voices of Innovation: Customer Perspectives on AI

Hear how PROS customers embrace AI to innovate, simplify, and deliver value faster than ever.

Case Studies & TestimonialsVideos

2025 PROS Customer Outperformer Award Winners

See how 2025 PROS Customer Outperformer Award winners are turning innovation into real results.

Case Studies & Testimonials