At the PROS Outperform Conference, attendees were treated to a compelling session on how airlines are elevating the travel booking experience by bundling flights, hotels, rental cars, and events into seamless vacation packages. The session featured insights from Laura Soto, Manager of Packaging & Partnerships at Spirit, and Grant Ruckheim, Senior Analyst of Ancillary Products at United Airlines. The discussion explored how vacation packages can increase revenue, build loyalty, and transform airlines into a one-stop-shop for all travel needs.
Spirit Airlines: Resilience and Innovation Amid Challenges
Laura Soto shared how Spirit Airlines navigated a challenging landscape, including shifts in travel demand during COVID, acquisition talks, and limited resources. Despite these hurdles, Spirit focused on creating value-driven vacation bundles that met evolving customer expectations. By leveraging PROS airTRFX, Spirit enhanced digital experiences with dynamic landing pages and real-time pricing, while also introducing co-branded offers with hotel partners and attractions like amusement parks and events.
“PROS has helped us build SEO, improve real-time pricing, and create airTRFX page templates that adapt to different campaigns. We can reflect market demand and provide unique customer experiences, even amid industry challenges.”
– Laura Soto, Manager of Packaging & Partnerships, Spirit
Spirit’s approach includes loyalty rewards—offering bonus points for vacation packages—and omnichannel marketing campaigns that span digital platforms, email, and even event promotions. Their agile strategy showcases the potential of bundling to boost engagement and revenue.
United Airlines: Driving Growth Through Scalable Packages
Grant Ruckheim highlighted how United’s vacation packages leverage PROS airTRFX to attract both upper- and lower-funnel travelers. United’s airTRFX template pages consistently rank high on search engines, offering dynamic, real-time content that connects travelers with personalized package options.
“Our airTRFX pages not only build brand awareness for United Packages but also drive significant revenue. They provide seamless experiences from search to booking, and our custom pages account for 30% of airTRFX-driven revenue and 40% of the traffic.”
– Grant Ruckheim, Senior Analyst of Ancillary Products, United
United’s strategy extends to cross-channel marketing, with airTRFX pages integrated into their website, app, and even inflight entertainment screens. By offering deep linking, cross-linking from flight pages, and custom content such as ski and family-friendly packages, United maximizes customer engagement and conversion potential.
Transform Your Travel Booking with PROS
Both Spirit and United demonstrated how PROS airTRFX and its ecosystem of products help airlines adapt, personalize, and scale their vacation package offerings. These tools not only streamline the user experience but also empower airlines to create innovative campaigns that drive revenue and foster loyalty.
Ready to unlock your travel potential?
Connect with PROS today to learn how airTRFX, airWire, and airModules can power your vacation package strategy and help you stay ahead in the competitive travel landscape.
