PROS Platform Travel Summer Release 2025

July 28, 2025

Offer Precision Meets AI-Driven Revenue Growth

Airlines are shifting from traditional sales and distribution models to modern retailing approaches, where contextualization, dynamic pricing, and real-time responsiveness define success. The Summer 2025 release of the PROS Platform for Travel delivers exactly what revenue managers, distribution and eCommerce professionals, and marketing specialists need to thrive in this transformation.

This comprehensive platform update introduces advanced AI agents, enhanced dynamic pricing capabilities, scalable shopping, and streamlined NDC servicing tools. Airlines can now deliver more precise offers, automate complex workflows, and scale their operations without sacrificing revenue performance.

To learn more about our Offer Marketing solutions, click here

Travel AI Agents

Unlock Productivity & Business Agility

At Outperform 2025 we announced PROS AI Agents, introducing them throughout a series of keynotes and sessions. PROS executive leadership—Andres Reiner, Jeff Cotten, Sunil John, and Ajay Damani— shared how organizations can Outthink, Outpace, and Outperform by utilizing PROS AI Agents to amplify human potential.

In the session How Agentic AI is Redefining Business we brought PROS AI Agents to life through live on-stage demos, showcasing how the agents are fully integrated into product workflows and seamlessly embedded across the platform. Dr. Michael Wu explored the evolution from basic LLMs to intelligent, goal-oriented agents in his session Beyond Agents – the Path to AGI and ASI.

Built on the secure and reliable PROS Platform, these AI Agents offer the trust and data protection you need. Here are some of the key benefits and features these AI agents bring to your business:

Automate routine tasks, accelerate common workflows, and uncover valuable insights for faster, better-informed decision making.
Elevate human potential by embedding expert knowledge, real-time guidance, and decision support directly into day-to-day workflows – reducing skill gaps and enabling junior employees to operate with the confidence and competence of more experienced professionals.
Accelerate the speed of business while automatically enforcing business rules and governance.

Seamlessly embedded in the product workflows of Revenue Management, Real-Time Dynamic Pricing, Group Sales Optimizer, and Dynamic Offers, these intelligent agents leverage natural language processing (NLP) and generative AI technologies, powered by Azure OpenAI’s large language models.

Early Access: The AI Agent Adoption Program

As we continue to expand the full suite of Travel AI Agents, customers can gain early access to several capabilities through the exclusive AI Agent Adoption Program:

PROS Shopping Data Agent: Integrated with RM, this agent informs analysts of markets with changes in search behavior and shopping intent that could inform further decisions and impact the forecast.
PROS Demand Influence Creation Agent: Integrated with RM, this agent helps generate multiplicative demand influences for specified markets to adapt the forecast. By automating influence creation, analysts reduce the time spent on manual configuration and can focus on higher-value tasks.
PROS Market Insights and Fare Strategies Creation Agent: Integrated with RTDP, this agent supports RM analysts in monitoring market dynamics, surfacing markets that need attention, and helping create and simulate fare strategies to address problems.
PROS Bundling Agent: Integrated with DO, this agent analyzes booking data to suggest ancillary bundles for upsell and cross-sell aimed at increasing conversion and revenue. The agent automatically generates the bundles for analyst review and testing.
PROS Task Agent: Integrated with GSO, this agent evaluates open group sales offers and bookings to highlight for analysts those requiring immediate action. Using AI-based ranking, it presents a prioritized task list in a user-friendly format, including direct links for efficient follow-up.

We are just getting started

This is just the beginning. The PROS AI Agent ecosystem will continue to expand, delivering innovative, role-specific agents designed to enhance efficiency, streamline operations, and fuel business growth.

To learn more about these cutting-edge agents, join the exclusive AI Agent Adoption Program or reach out to your customer success manager. Stay up to date on the latest developments and upcoming agents by visiting pros.com/ai-agents.

Offer Optimization for Smarter Dynamic Pricing and Scalable Forecasting

Dynamic Pricing Broadens Reach

PROS continues to expand access to its dynamic pricing science through strategic integrations. PROS Dynamic Ancillary Pricing (DAP) can now connect with Amadeus Anytime Merchandising, enabling airlines like Lufthansa Group and other Amadeus customers to apply AI-driven ancillary pricing and optimize ancillary revenue streams.

This integration matters because it extends dynamic ancillary pricing to more airlines and platforms. The result is consistent pricing intelligence across all touchpoints.

In addition to DAP, the Request-Specific Pricing (RSP) model is now being integrated in the RTDP workflows. This is the first step for wider market adoption of this innovation, that enables airlines with more precise price segmentation, considering data about trip context and attributes.

Forecasting the Price Elasticity of Demand (WTP) Scales Efficiently

WTP Transformed Fare Aggregation in PROS Revenue Management consolidates transformed fares by departure date, reducing data volume sent to RTDP and downstream systems while maintaining pricing accuracy.

The aggregation approach ensures consistent fare outputs across departure periods, enabling faster processing and broader forecasting adoption without overwhelming backend systems.

Smarter Inventory Protection Through Conditional Logic

Relative Class Closure (RCC) Conditions in RTDP add more controls to inventory management. Analysts can now set conditional parameters — days before departure and load factor — to determine when related booking classes should close.

This advancement provides stronger inventory protection, while reducing revenue loss from non-compliant travel agents. Analysts maintain operational flexibility through the UI without requiring backend system changes.

Continuous Pricing Precision in Low-Margin Markets

Continuous pricing is being adopted by more and more airlines to capture incremental revenue hidden between filed fares. The platform now processes zero and negative adjusted fares for the continuous pricing calculation in RTDP. This capability captures the true revenue impact of fares in low-demand markets to more accurately reflect the buydown effect. As a result, airlines can improve pricing decisions to maximize revenue.

Group Sales Optimization Gains Operational Flexibility

PROS Group Sales Optimizer (GSO) introduces two key enhancements for group travel management. Airlines can now add passengers to existing group PNRs before payment and ticketing, while preserving original pricing. This eliminates the need for new PNRs when group sizes change.

Partial ticketing capabilities in PROS GSO allow airlines to issue tickets at booking, PNR, or individual passenger levels. Groups no longer need full readiness before any member can travel, improving customer satisfaction and reducing operational delays.

Streamlined Offer Creation Enhances Shopping Control

High-Search Shopping for High Look-to-Book Channels

The introduction of High-Search Shopping in PROS Dynamic Offers addresses a critical challenge for airlines expanding NDC distribution. This tailored solution helps manage high-volume channels like NDC-connected agencies and metasearch platforms, where look-to-book ratios can exceed 1:20,000, and several PROS customers are exploring its value.

Airlines can apply seller-specific offer expiration logic directly through the PROS admin interface. This flexibility reduces shopping transaction costs by up to 20%, while maintaining offer accuracy and system performance. This is an essential need as airlines transition to the Offer-Order retail model.

Brand Optimization Improves Conversion Rates

New controls limit returned brands per cabin to the best-priced options during flight shopping. This refinement reduces decision fatigue for customers, while improving system response times. Airlines deliver more relevant fare options that align with shopping preferences and booking intent.

The platform also introduces enhanced diagnostics for branded fares and fare bucket failures. When pricing issues occur, detailed diagnostic outputs help analysts identify root causes quickly, reducing support tickets and building confidence in pricing logic.

Together, these features streamline the booking process and provide greater pricing transparency, driving an improved customer experience and higher conversion rates for airlines.

Stay Period Targeting Enables Shopping Precision

Price Modification Rules now support stay duration as a pricing criterion. Airlines can create targeted strategies for short-stay business travelers versus extended leisure trips, improving promotional effectiveness and revenue alignment.

Simplify Refunds with Automated Waivers

Waiver Rules can now override voluntary refund restrictions in Cat 33 without changing fare filings. This automation reduces manual processing, while providing flexibility for customer service exceptions and operational disruptions.

Offer Creation: Advanced Merchandising Capabilities Boost Ancillary Revenue

Quick Check-out Stimulates Ancillary Upsell

Post-booking ancillary requests can now be treated as part of the booking flow for a configurable time window. Airlines can define the time window based on operational needs and aggregate customer behavior patterns. This Quick Check-out feature increases upsell conversion by giving customers a grace period to add optional services at booking prices, improving the shopping experience continuity, while driving incremental ancillary revenue.

Ancillary Pricing based on Flight Status

Request Time Based on Flight-Level Status applies pricing logic per flight segment in multi-leg itineraries. This granular approach aligns ancillary offers with each flight’s real-time status, whether open for check-in or still in post-booking state.

The enhancement improves pricing accuracy and upsell targeting by recognizing that different segments of the same journey may have different ancillary pricing logic.

Simplified Configuration for Contextual Ancillary Pricing

Multiple Post-Booking Price Changes supports different ancillary prices for Manage My Booking (MMB) and Check-in flows within single price conditions. This simplification reduces rule complexity while enabling contextual pricing that increases upsell potential, while keeping price guardrails in place for min/max price.

Inventory Management Gains Transparency

SSR Quota Support exposes shared quota logic for special service requests like wheelchair assistance and sports equipment handling. API responses now include availability information that improves coordination and reduces overbooking risks.

Booking Quotas per Seller/API User enables airlines to allocate ancillary inventory based on channel performance or business priority. This ensures fair access while supporting differentiated channel strategies.

NDC Capabilities Automate Post-Booking Workflows

Customer-Initiated Changes Become Automated

Voluntary Order Cancellation enables customers to cancel bookings with accurate refund calculations through NDC channels. This automation enhances customer trust while streamlining airline-seller collaboration through standardized schemas.

Order Re-shop with Ticket Reissue completes the NDC change flow with automated ticket reissuance for travel date or destination modifications. The capability reduces manual effort and delivers seamless rebooking experiences across distribution partners.

Offer Marketing: Smarter Journeys, Stronger Conversions

Offer Marketing AI Agents

Unlock Productivity & Business Agility

Seamlessly embedded in the product workflows of airTRFX and airModules, these intelligent agents leverage natural language processing (NLP) and generative AI technologies—powered by Azure OpenAI’s large language models.

Early Access: The AI Agent Adoption Program

As we continue to expand the full suite of Offer Marketing AI Agents, customers can gain early access to several capabilities through the exclusive AI Agent Adoption Program:

Dynamic Pricing airModule Agent empowers marketers to generate Dynamic Price airModules through natural language prompts. This agent intelligently pre-populates key configuration fields — including routes, site edition, travel dates, and titles — dramatically reducing manual setup time. It delivers a ready-to-save form within seconds, helping teams accelerate content creation and streamline operations.
Offer Marketing Agent acts as a virtual assistant within the airTRFX Control (aTC) CMS, guiding users through tasks with step-by-step instructions and best practices. It offers real-time troubleshooting and product support, reducing reliance on service desk resources and enhancing the self-service experience for content managers.

We are just getting started

AI Agents that Redefine How Travelers Search and Book Flights – Now Live!

The Flight Search Agent enables travelers to describe desired trips in natural language — “weekend trip from Boston under $300” — and receive real-time fare matches. This intuitive interface simplifies the search experience while increasing conversion likelihood.

The Fare Finder Agent blends real-time pricing with inspiration-driven queries, helping travelers discover deals that align with flexible preferences. This approach drives high-quality traffic into booking funnels, while keeping airlines competitive with modern search capabilities.

airTRFX: Automated Content Enhancement Improves SEO

The Quick Facts Widget automatically populates dynamic destination pages with travel information, including airport details, time zones, and optimal travel periods. This automation improves search engine optimization while providing decision-making context for travelers.

New airTRFX Display Options offer enhanced customization, including background imagery, Dynamic Pricing Module image support, and flexible layout formats like grids, lists, carousels, and chips. These options provide greater branding control, while encouraging deeper engagement.

airWIRE: Enhanced Targeting Drives Conversion

airWire Extended Configuration Capabilities introduces direct booking engine deeplinks and precise route inclusion or exclusion controls. These enhancements reduce steps between campaigns and bookings, while enabling targeted marketing for high-value segments.

Marketers gain granular control over campaign reach and can optimize for specific routes or markets based on performance data and strategic priorities.