| 33%
of sales from airTRFX are attributed to custom pages |
44%
of traffic attributed to airTRFX pages |
Top 3
rankings on Google for major vacation-related search terms |
| Products Used:
airTRFX, airModules |
Industry:
Airlines |
– Senior Analyst, Ancillary Products
As one of the most recognized brands in air travel, this global airline has long been trusted by millions for its flight offerings. However, while the airline’s core brand enjoyed widespread recognition, its vacation package offering struggled to gain traction in a market dominated by online travel agencies and tour operators.
Although the airline offered complete travel packages combining flights, hotels, and optional add-ons such as car rentals, many travelers simply didn’t know the offering existed. Popular search queries like “Mexico vacation packages” or “family-friendly ski trips” returned results from third-party providers rather than the airline itself.
To remain competitive, the airline needed a way to surface its vacation products earlier in the travel planning journey — before travelers had committed to a destination or provider.
Creating a New Discovery Channel with airTRFX
The airline expanded its use of PROS airTRFX, which was already delivering strong SEO results for flight content. By extending the platform to support vacation packages, the team created a scalable strategy to grow awareness and bookings.
They launched a combination of:
- Destination-based template pages targeting high-intent travel searches
- Custom-themed pages focused on broader travel inspiration and discovery
These SEO-optimized pages present live flight and hotel offers, hotel imagery, and deep booking links, turning search interest into actionable booking opportunities while providing a seamless user experience.
They also serve as a key discovery point for travelers who may not have previously known the airline offered vacation packages.
The scalable nature of these pages enables the airline to reach multiple traveler types — from those who already know their destination to those still exploring options. Template pages help capture high-funnel search demand while introducing travelers to the airline’s vacation offering earlier in the research process.
Driving Results with a Flexible Platform
The airline’s investment in SEO-driven landing pages quickly delivered results. Their landing pages now rank among the top organic search results for highly competitive vacation-related search terms, becoming an important entry point for new customers. In addition to destination-focused pages, the airline created a smaller set of themed pages centered around broader travel concepts such as ski vacations and family-friendly getaways.
While fewer in number, these pages deliver outsized performance, generating a significant portion of both organic traffic and vacation package revenue. They account for 30% of vacation package revenue and 40% of organic traffic. Due to their success, these pages are now prominently featured in the vacation booking site’s main navigation. Content from these themed pages is also surfaced on other landing pages through carousel placements, helping travelers in the inspiration phase explore travel ideas that better match their interests.
Cross-Selling in Context with airModules
To create more synergy between flight and vacation products, the airline implemented airModules. airModules are dynamic merchandising blocks that integrate vacation offers into high-traffic flight pages. For example, a traveler searching for flights to a popular destination may now see a live vacation package featuring hotel options, imagery, and pricing, all without leaving the flight search experience.
airModules also appear within the template vacation pages themselves, allowing users to filter hotel options by price, star rating, or amenities. This is especially useful for travelers who know where they’re going, but not where they want to stay. These placements serve to pull guide customers further down the funnel toward conversion.
– Senior Analyst, Ancillary Products
airTRFX as a Marketing Channel
Beyond organic search, the airline has also leveraged airTRFX landing pages as a flexible marketing platform for omnichannel campaigns.
Promotional banners and campaigns can be quickly deployed across landing pages and coordinated with other customer touchpoints such as:
- Mobile apps
- In-flight entertainment systems
- Email and SMS campaigns
- Paid social media promotions
In a recent example, the airline launched a sweepstakes campaign tied to Honolulu vacation packages. The team deployed coordinated banners across airTRFX pages, added the promotion to the mobile app, in-flight screens, SMS and email channels, and even across paid social.
– Senior Analyst, Ancillary Products
This ability to rapidly align campaigns across customer touchpoints – including the flight funnel – is a key part of the airline’s offer marketing strategy. By leveraging brand-loyal traffic already visiting their website, the airline can expose more travelers to its vacation products without relying solely on acquisition tactics.
Measured Impact Across the Funnel
The airline has seen measurable success across several key areas:
- Year-over-year growth in organic traffic and vacation package bookings
- Top 3 rankings on Google for major vacation-related search terms
- Increased engagement through targeted SEO and modular merchandising
- Support for omnichannel campaigns across email, SMS, in-flight media, and paid social
- High-performing custom pages now featured in site navigation
Unlocking Long-Term Growth Potential
With PROS Offer Marketing solutions, the global airline has redefined how it connects with leisure travelers. By using airTRFX and airModules to meet customers earlier in the planning process, their vacation packages team has increased awareness, captured organic demand, and grown conversions, all without relying on paid media alone.
– Senior Analyst, Ancillary Products
Frequently Asked Questions
airTRFX is an offer marketing solution designed to help airlines build destination-specific landing pages, improve SEO performance, and capture organic traffic. It enables airlines to deliver custom experiences to travelers while increasing conversion rates.
Tailored travel modules, such as airModules, provide dynamic and relevant content based on user preferences and search intent. These modules boost engagement by delivering highly customized travel options, ultimately improving the customer experience.
By optimizing organic traffic through destination-specific SEO strategies and customer-centric content, airTRFX allows airlines to capture demand directly from search engines. This reduces dependence on costly paid advertising channels.
Yes, airTRFX is designed to work seamlessly with an airline’s existing systems. Its flexibility facilitates easy integration, allowing optimal performance without disrupting current marketing workflows.
airModules act as dynamic, personalized widgets that display relevant travel options to users. By addressing specific customer needs in real time, airModules significantly improve conversion rates and boost revenue generation.
airTRFX enables airlines to create targeted campaigns for vacation packages. By easily deploying promotions across mobile app, in-flight screens, SMS, email, and even paid social, airlines can effectively showcase package deals, driving more significant interest and increasing bookings.
Absolutely. Whether a small regional airline or a global carrier, airTRFX offers scalable solutions to meet diverse needs, supporting business growth regardless of size or market reach.