Breaking Down Willingness-to-Pay in RM

  • Created: February 3, 2020
  • - Updated: February 3, 2020
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.

PROS pioneered the science to combat buy-down by introducing Hybrid Forecasting and Optimization. PROS has continued the evolution of this approach by implementing the PROS Willingness-to-pay (WTP) Forecasting and Optimization methodology. This whitepaper will outline the key steps to the methodology. These are to forecast the price sensitivity of the demand and then adjust the value of the passenger to account for the dilution through an optimization procedure.

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