At the PROS Outperform Conference, a powerhouse panel of SEO experts from KLM, Avianca, TAP Air Portugal, and Virgin Australia took the stage to share how they’re turning organic search into a high-performing direct sales channel. The session offered practical advice, success stories, and forward-looking strategies centered on SEO fundamentals, AI integration, and cross-channel collaboration.
airTRFX is a robust digital marketing tool that enables airlines to launch booking pages at scale with dynamic prices. airTRFX pages are designed to perform at the top of organic search results to increase airline website traffic and direct bookings.
Each speaker demonstrated how airTRFX is helping their brands increase visibility, capture high-intent traffic, and improve booking conversions. With PROS airTRFX, airlines create personalized booking pages powered by real-time pricing. By matching landing page content to real customer inquiries, airTRFX helps drive SEO wins.
Virgin Australia: Building Executive Buy-In with Measurable SEO Wins
Liam Kirk, SEO Manager at Virgin Australia, detailed the airline’s digital transformation and how SEO became central to its growth. A clear reporting strategy and executive buy-in were key to shifting mindsets across teams and sustaining long-term investment.
“The commercial growth came from unlocking the true capability of airTRFX with targeted optimization. We moved from virtually no visibility for our non-branded flights network, to an average rank of 1.3 and a market leading 27% Share of Voice. SEO is now a core, data-driven pillar in our marketing mix.”
– Liam Kirk, SEO Manager, Virgin Australia
Virgin tracks metrics like Share of Voice, flight search initiation, and order conversion. By focusing on continuous optimization and holding steady through algorithm updates, Virgin has built a scalable, resilient SEO foundation.
Avianca: Dominating Non-Branded Search in Latin America
Gabriela Guzman, Head of SEO at Avianca, shared how the airline captures non-branded traffic by tailoring content and metadata for each Latin American market using airTRFX. Structured content, real-time pricing updates, and custom schemas have helped Avianca reach 75% visibility across the region.
“With PROS airTRFX, we’ve reached 75% SEO visibility across Latin America. airTRFX helps us stay visible, relevant, and active in Google’s eyes. It updates our content and pricing constantly—boosting rankings and conversions.”
– Gabriela Guzman, Head of SEO, Avianca
Avianca also uses AI to generate question-based content that aligns with how travelers search and is working to bridge AI chat tools like ChatGPT with on-site conversion paths.
KLM: Redesign, Experiment, Repeat
Karolien Rottier, Owned Channel Manager at KLM Royal Dutch Airlines, emphasized the importance of CRO testing and brand alignment. After redesigning their airTRFX pages to match the look and feel of the core website, KLM saw bounce rates drop and conversion rates soar.
“airTRFX let us go from design to production in just three months. Since the redesign, our contextual pages saw up to a 17% increase in conversion.”
– Karolien Rottier, Owned Channel Manager, KLM
KLM’s team now runs A/B tests using the modular flexibility of airTRFX to explore sticky elements, pricing visibility, and AI-generated content.
TAP Air Portugal: Custom Pages Drive 30% of Website Traffic
Bruno Vilan, SEO & MarTech at TAP Air Portugal, broke down how his team uses a structured approach to creating and updating over 300 airTRFX custom pages. These pages, focused on seasonal travel, holiday promos, and high-volume, flight-to-month searches, now drive nearly one third of TAP’s landing traffic.
“airTRFX gives us the flexibility to build for seasonality and reoptimize quickly. Custom pages drive 30% of our traffic—and keep growing.”
– Bruno Vilan, SEO & MarTech , TAP Air Portugal
TAP complements SEO with paid traffic and native ads to boost indexing and page authority. Their key metrics include flight search initiation (FSI) and revenue impact.
Final Takeaways: SEO as a Collaborative, Strategic Engine
The panelists unanimously agreed that SEO isn’t just a technical discipline—it’s a strategic, collaborative function that must partner with SEM, content, design, and development teams. Metrics like Share of Voice, click-through rates, and FSI help tie SEO directly to commercial outcomes.
As Karolien from KLM said: “If we’re creating great pages that answer real traveler questions, we’ll keep ranking. Put the customer at the center and keep experimenting.”
Want to unlock more value from your SEO strategy?
Talk to the PROS team about how airTRFX, airSEM, airModules, and airWire can help you build scalable, high-performing content to drive more bookings through organic search.
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