With a complex network of 900 daily flights across 150 destinations, Azul needed to keep pace with growth, market volatility, and rising competitive pressures. To meet this challenge, the airline advanced its revenue management strategy by moving beyond static class codes and adopting PROS Willingness to Pay (WTP). By shifting to a methodology grounded in price sensitivity, Azul laid the foundation for dynamic pricing, enabling more precise, data-driven decisions that better align with customer demand and evolving market conditions.
In this customer interview, Justin Jander, Senior Director, Product Management at PROS, sits down with Ricardo Jakabi, Senior Revenue Management Manager at Azul. Ricardo shares why Azul chose to implement WTP, how the transition from traditional forecasting is reshaping analyst workflows, and the real-world benefits the airline is already seeing—most notably, an uplift in buy-up behavior and smarter, faster pricing decisions.
Video Highlights:
- 1:11 – What prompted Azul to implement Willingness to Pay (WTP), and how does it align with your overall revenue management strategy?
- 2:58 – What changes or improvements have you observed since transitioning from traditional forecasting to Willingness to Pay (WTP)?
- 4:47 – How have your analysts adapted to working with WTP, and what has the mindset shift been like for them?
- 6:17 – Have your analysts embraced the use of alpha and lambda (the components representing willingness to pay and volume) in their day-to-day decision-making?
- 8:44 – Now that WTP is live, what tools has your team developed, or are currently using, to monitor system performance and track results effectively?
- 10:28 – What are the benefits and results you are already seeing from WTP?
