Issue link: https://pros.com/learn/i/1527449
Introduction For those of us who have been in the industry long enough, there hasn't been a more exciting and transformational time to be part of it. The retail transformation toward Offers and Orders is taking off as airlines chart their own paths to more meaningful and value-generating travel experiences. PROS is fortunate to be part of this journey for small, medium and large carriers. And we see the common trend underpinning this widespread effort: the aspiration toward commercial autonomy and retail freedom. There is a shared understanding and agreement that the industry must evolve from legacy practices and closed retail ecosystems. Doing what we've been doing as an industry in the past will not get us to where we need to be tomorrow. To achieve a world of Offers and Orders centred around the customer, airlines have a long journey ahead. At PROS, we are confident that there is value not only in the end state, but also along the path as airlines progress toward retail transformation. Endless revenue opportunities await to be unlocked through AI-powered offer optimisation, airline-led offer creation and retailing, and dynamic offer marketing. The value path starts with owning the next generation of Offer. Surain Adyanthaya, President, Travel, PROS October 2024