Direct Distribution: How to Achieve Modern Airline Retailing

  • Created: June 20, 2023
  • - Updated: June 5, 2025
PROS Inc.

PROS is a dedicated travel technology company helping airlines outperform with AI-driven retailing and offer management that delivers customer-centric experiences and maximizes revenue performance.

The move to direct distribution entails major transformation across the travel ecosystem. But the benefits of doing so justify the efforts: airlines can better identify their shoppers, present richer travel offerings and drive higher conversion. The result: a steady growth of the direct channel. Join Janine Hoerburger, Manager, Direct Distribution Solutions, Lufthansa Group to learn about LHG’s journey to modern airline retailing.

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