{"id":6767,"date":"2020-02-03T13:48:04","date_gmt":"2020-02-03T13:48:04","guid":{"rendered":"https:\/\/pros.com\/learn\/white-papers\/breaking-down-rm-willingness-to-pay\/"},"modified":"2026-02-13T19:09:12","modified_gmt":"2026-02-13T19:09:12","slug":"breaking-down-rm-willingness-to-pay","status":"publish","type":"post","link":"https:\/\/pros.com\/learn\/white-papers\/breaking-down-rm-willingness-to-pay\/","title":{"rendered":"Breaking Down Willingness-to-Pay in RM"},"content":{"rendered":"<div id=\"bsf_rt_marker\"><\/div><div id=\"pdf-container\" data-pdf=\"https:\/\/pros.com\/learn\/wp-content\/uploads\/2025\/06\/Breaking-Down-Willingness-to-Pay-in-RM.pdf\"><\/div>\n<p>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 <a href=\"https:\/\/pros.com\/products\/airline-revenue-management-software\/\" target=\"_self\">PROS Willingness-to-pay (WTP) Forecasting and Optimization methodology<\/a>. 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.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Buy-down is common pain point for airline revenue management analysts. Incorporating willingness-to-pay into revenue management forecasting and optimization drives revenue a greater price flexibility.<\/p>\n","protected":false},"author":1,"featured_media":6766,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20],"tags":[60,122,46,100,166,123],"class_list":["post-6767","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-white-papers","tag-industry-airlines","tag-label-white-paper","tag-language-english","tag-product-airline-revenue-management","tag-topic-airline-revenue-offer-optimization","tag-type-white-paper","post-type-docs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Value: Breaking Down Willingness to Pay in Airline Revenue Management | PROS<\/title>\n<meta name=\"description\" content=\"Learn how airlines can apply willingness-to-pay forecasting to strengthen dynamic pricing strategies, reduce buy-down, and improve revenue performance across modern airline retailing and offer management.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/pros.com\/learn\/white-papers\/breaking-down-rm-willingness-to-pay\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Value: Breaking Down Willingness to Pay in Airline Revenue Management | PROS\" \/>\n<meta property=\"og:description\" content=\"Learn how airlines can apply willingness-to-pay forecasting to strengthen dynamic pricing strategies, reduce buy-down, and improve revenue performance across modern airline retailing and offer management.\" \/>\n<meta property=\"og:url\" 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