The future of airline retailing is here, and it’s all about smarter, more connected offers. With the Winter release, the PROS Travel Platform is equipping you to shape 2026 retailing with precision. By better understanding demand drivers, leveraging dynamic pricing, enhancing ancillary retailing, and optimizing digital marketing strategies, this release helps you lay the foundation for legacy-free retailing. Seamlessly align every component of your airline offer to deliver value to your travelers, while synchronizing revenue across your commercial strategy.
Offer Optimization: Smarter, Faster Revenue Decisions
True offer optimization requires airlines to move away from traditional class-based thinking in RM and pricing. The transition period is the time to act. By leveraging advanced revenue management and real-time dynamic pricing capabilities, airlines can unlock greater speed, accuracy, and flexibility to optimize offers with confidence.
Alpha Simulation for Demand Curves
One of the biggest updates in Revenue Management is the Alpha Simulation for Demand Curves.
Now, analysts can simulate the impact of changes in price elasticity directly within the Forecast workflow. By entering a simulation factor between 0 and 10, users can instantly generate a new demand curve. This simulated curve sits right alongside your existing metrics, allowing for immediate visual comparison without the need for manual intervention.
Why this matters:
- Faster Decision Making: No more offline evaluations. You can quickly simulate elasticity impacts, drastically reducing analysis time.
- Improved Forecast Accuracy: You get to see how demand curves respond to sensitivity changes before influencing the forecast.
- Efficiency Gains: It’s about validation. Analysts can be confident in their adjustments before pushing anything to production.
We’ve also added Alpha Simulation Curve Dimensions, which lets you split these curves by forecaster dimensions. This means you can see exactly how price-demand relationships vary by segment—giving you the granular insight needed to understand customer responses in price-sensitive environments.
Real-Time Dynamic Pricing: Precision Control
Dynamic pricing is powerful, but it needs to be precise. We’ve expanded our capabilities to ensure your partner strategies and availability align perfectly with your commercial goals.
Partner Adjustment with Direction
Partnerships are vital, but pricing them correctly can be tricky. We’ve extended our partner market strategies to support multiple direction types, bringing them in line with existing fare strategies.
You can now apply partner pricing adjustments based on:
- Flight Direction: Distinguish between directional and non-directional flights.
- Passenger Direction: Differentiate pricing for Outbound, Inbound, or Round-Trip travel.
This flexibility allows airlines to align partner pricing with broader commercial strategies, ensuring that partner-operated flights are treated with greater control and consistency.
Availability Leveling
Balancing revenue goals with operational reality is a constant juggling act. Our new Availability Leveling feature introduces a smarter way to manage availability across multi-segment itineraries.
It prevents operational availability from accidentally being more permissive than your pricing strategy allows, while still restricting availability when truly necessary. This protects feasibility without blocking sales you actually want to make.
Prevalent Class by Channel
One size rarely fits all in airline retailing. We’ve introduced Prevalent Class by Channel, allowing you to define dominant booking class logic specifically for different channels—whether that’s Direct, GDS, or Corporate—rather than relying on a single global rule.
You can configure multiple prevalent class rules, excluding specific classes, and ranking rule priorities. This supports differentiated commercial strategies, ensuring your offers align with the specific objectives of each sales channel.
Offer Creation: Transparency, Flexibility, and Control
Creating the offer is where modern airline retailing (MAR) truly shines. It is the core technology that empowers product differentiation, construction, and control. By prioritizing flexible shopping and merchandising capabilities, airlines can drive smarter retailing strategies that drive conversion and directly impact the top line.
Shopping Flexibility
Price Modifications in Fare List
Accuracy is non-negotiable. The new Price Modifications in Fare List feature ensures that relevant discount rules are automatically applied within the fare display as well. This guarantees consistency between shopping results and itinerary pricing. Plus, it provides clear indicators in API responses, which support easier auditing and compliance.
Support of Tax Description in Tax Breakdown
Trust is built on transparency. We’ve added descriptive tax names to pricing responses, so customers and your internal teams can see clear, industry-standard names for taxes and fees. This removes the need for manual mapping, reduces interpretation errors, and helps travelers understand exactly what they are paying for.
Define Number of Upsell Brands
Upselling is an art – too many options can overwhelm; too few can leave money on the table. The new UpsellBrands parameter lets you define exactly how many higher-cabin brands appear when a specific cabin is requested. This granular control ensures you are displaying only the most relevant upsell offers, optimizing the shopping experience, and sharpening your revenue focus.
Matrix Re-shop for Custom Availability
Managing changes and re-shops can be resource-intensive. We’ve streamlined these processes to be more efficient for both your systems and your customers.
Because flexibility is a top priority for travelers, we’ve extended Matrix Re-shop capabilities to Custom Availability requests. Customers can now specify multiple departure dates per Origin–Destination (O&D) group in a single request.
The system returns the lowest-cost flight combination for each unique date set. This means fewer API calls for you and flexible date options for the traveler.
Merchandising and Ancillary Pricing Control
We haven’t forgotten about ancillaries. You now have full control over which ancillary offers are presented to your customers, ensuring every upsell is relevant and strategic. The Winter release includes:
Automatic Filtering of Unavailable Services
We’ve streamlined the booking process by automatically hiding ancillary services that have zero quota or are otherwise unavailable. This update declutters the interface, ensuring passengers are only presented with services they can actually purchase. By removing unavailable options from view, we prevent confusion and create a simpler, cleaner, and more efficient booking experience for everyone.
Flight-Specific Booking Quotas
You can now set precise booking limits based on specific flight numbers, complete with custom-defined validity periods. This advanced feature is designed to give you granular control over your ancillary inventory, making it the perfect tool for managing high-demand seasonal offerings or exclusive, limited-time promotions. By automating these constraints, you can better manage availability, prevent overbooking, and significantly boost your operational efficiency.
Historical Pricing with Current Taxes
Ancillary pricing just got smarter. Our new feature allows you to apply current tax rates to past travel dates and flown segments, ensuring your transactions comply with the latest regulations. This means you can handle pricing with greater accuracy and transparency, reducing the risk of errors. Whether you’re managing optional service at check-in or processing refunds, this update simplifies the process and keeps you up-to-date with current compliance standards, giving you more confidence in your financial records.
Extended Currency Rounding for Baggage Weight
Excess baggage fees are now rounded at the total fee level rather than per weight unit, providing more accurate and transparent pricing for travelers. To ensure maximum flexibility, airlines can easily customize and adjust this calculation through the API, allowing them to tailor the logic to suit their specific operational requirements and business rules.
Offer Marketing: Smarter Tools, AI-Powered Efficiency
This winter, PROS is introducing a host of enhancements across Offer Marketing to help airlines deliver more effective, efficient, and engaging campaigns. With AI-powered automation and tools directed at loyalty, these updates help you run smarter, higher-performing campaigns while simplifying daily workflows.
airTRFX: Transforming Airline Marketing With AI
Marketers can now access two updated AI-driven solutions designed to streamline operations and boost productivity:
- Dynamic Pricing airModules (DPAs) Creation AI: This tool redefines dynamic pricing campaign management. Prompt-driven controls for routes, fares, and filters keep campaign output aligned with your business objectives, minimizing the need for post-campaign cleanup. Standardized logic and customizable parameters remove the roadblocks of prompt engineering, making efficient, campaign-level recommendations a reality.
- OM Chatbot Agent: An intelligent assistant built into airTRFX Control CMS, the OM Chatbot Agent answers tenant-specific questions—like tracking expired campaigns—in real time. Offering instant advice and troubleshooting, it reduces support requests and helps your team bring campaigns to market faster.
Together, these AI tools empower marketers to work with greater speed and confidence.
Discounted Prices on DPA – Dataset
The new Discounted Prices feature in Dynamic Pricing airModules (DPAs) gives marketers flexibility to display all fares, only discounted options, or just standard fares. This targeted visibility lets you surface the right offers at moments of high intent, improving clarity and accelerating conversions.
Geolocation by Custom Page
Geolocation by Custom Page makes it easy to deliver content tailored to the traveler’s location—right at the page level. Activate geotargeting for specific landing pages, while keeping global tenant configurations unchanged. This granular control supports local promotions, boosts regional relevance, and collects sharper analytics to refine future campaigns.
airModules: Fare Finder Agent, Low Fare Calendar 2.0, and Live Recommendation Agent
Fare Finder Agent Enhancements: With a new modular agent architecture, smart filters, and multi-language support, travelers get more accurate, relevant recommendations—fast. An improved interface and streamlined experience reduce friction and help increase conversion rates at the top of the booking funnel.
Low Fare Calendar 2.0: Redesigned for mobile and usability, the updated calendar features simpler filters and dynamic fare displays. Travelers get a clean, intuitive experience regardless of their device—a change inspired by direct customer feedback and focused on higher booking rates.
Live Recommendations Agent: Personalized Travel Discovery with AI dynamically suggests alternative destinations based on user input and page context, creating a more tailored experience. Broadens relevant options for travelers, reducing search fatigue and improving engagement with booking flows.
airWire: Dual Fare Formats
Loyalty-focused marketing improves with airWire’s endpoint that can return fares in both cash and redemption units, like miles or points. This dual-format feature supports richer loyalty campaigns and lets you present diverse, compelling offers across both email and web touchpoints, deepening engagement and maximizing promotion opportunities.
Endpoint example illustrating how dual fare formats can be displayed:
Ready to Elevate Your Strategy?
The Winter 2026 release is designed to help you cut through the complexity of modern airline retailing. Whether it’s simulating demand curves in seconds or tailoring upsells with surgical precision, these tools are built to help you win more deals and optimize for every flight.
We’re excited to see how you use these new capabilities to drive revenue and deliver better experiences for your travelers.
Want to learn more?
For a deeper dive into these features, check out the full release notes or contact your PROS representative today. Let’s make this winter your most profitable season yet.
For further details on the latest PROS Platform release, view the specific product highlights and release notes here.
For further training and information release, Customers and Partners can access PROS University here.
Frequently Asked Questions
This feature lets analysts adjust the alpha parameter (price elasticity) to generate a new demand curve instantly. It helps visualize how changes in price sensitivity affect demand before you apply them to a live forecast.
It helps you to apply pricing adjustments based on flight direction (outbound, inbound, or round-trip) rather than just the route. This helps align partner-operated flights with your broader commercial strategies.
Yes. The Prevalent Class by Channel update lets you define which booking class dominates for specific channels, like direct or GDS. You can set rank and priority rules to match the goals of each channel.
We introduced AI-driven tools like DPA Creation AI to automate campaign limits, and the OM Chatbot Agent for instant support. We also added geolocation targeting by page to make offers more relevant.
The Historical Pricing with Current Tax Rates feature lets you apply current ATPCO tax rules to past travel dates. This ensures accurate tax calculations for refunds and exchanges based on the latest regulations.
It ensures availability aligns with your pricing strategy. Financial availability sets the limit, and availability unit (AU) segments are adjusted downward to match it, preventing operational settings from overriding your financial goals.
Yes. A new airWire endpoint returns fares in both cash and redemption units (miles or points). This dual-format capability supports richer loyalty campaigns and helps you monetize offers more effectively.
