{"id":8814,"date":"2025-08-07T18:23:32","date_gmt":"2025-08-07T18:23:32","guid":{"rendered":"https:\/\/pros.com\/learn\/?p=8814"},"modified":"2025-11-03T10:02:51","modified_gmt":"2025-11-03T10:02:51","slug":"seo-strategies-unlock-direct-sales-potential-insights-airline-leaders-outperform","status":"publish","type":"post","link":"https:\/\/pros.com\/learn\/case-studies-testimonials\/seo-strategies-unlock-direct-sales-potential-insights-airline-leaders-outperform\/","title":{"rendered":"SEO Strategies to Unlock Direct Sales Potential: Insights from Airline Leaders at Outperform"},"content":{"rendered":"
<\/div>

At the PROS Outperform Conference, a powerhouse panel of SEO experts from KLM, Avianca, TAP Air Portugal, and Virgin Australia took the stage to share how they\u2019re turning organic search into a high-performing direct sales channel. The session offered practical advice, success stories, and forward-looking strategies centered on SEO fundamentals, AI integration, and cross-channel collaboration.<\/p>\n

airTRFX<\/a> is a robust digital marketing tool that enables airlines to launch booking pages at scale with dynamic prices. airTRFX pages are designed to perform at the top of organic search results to increase airline website traffic and direct bookings.<\/p>\n

Each speaker demonstrated how airTRFX<\/strong> is helping their brands increase visibility, capture high-intent traffic, and improve booking conversions.\u202fWith PROS airTRFX, airlines create personalized booking pages powered by real-time pricing. By matching landing page content to real customer inquiries, airTRFX helps drive SEO wins.<\/p>\n

Virgin Australia: Building Executive Buy-In with Measurable SEO Wins<\/h2>\n

Liam Kirk<\/strong>, SEO Manager at Virgin Australia, detailed the airline\u2019s digital transformation and how SEO became central to its growth. A clear reporting strategy and executive buy-in were key to shifting mindsets across teams and sustaining long-term investment.<\/p>\n

\u201cThe commercial growth came from unlocking the true capability of airTRFX with targeted optimization. We moved from virtually no visibility for our non-branded flights network, to an average rank of 1.3 and a market leading 27% Share of Voice. SEO is now a core, data-driven pillar in our marketing mix.\u201d
\u2013 Liam Kirk, SEO Manager, Virgin Australia<\/strong><\/p>\n

Virgin tracks metrics like Share of Voice, flight search initiation, and order conversion. By focusing on continuous optimization and holding steady through algorithm updates, Virgin has built a scalable, resilient SEO foundation.<\/p>\n

Avianca: Dominating Non-Branded Search in Latin America<\/h2>\n

Gabriela Guzman<\/strong>, Head of SEO at Avianca, shared how the airline captures non-branded traffic by tailoring content and metadata for each Latin American market using airTRFX<\/strong>. Structured content, real-time pricing updates, and custom schemas have helped Avianca reach 75% visibility<\/strong> across the region.<\/p>\n

\u201cWith PROS airTRFX, we\u2019ve reached 75% SEO visibility across Latin America. airTRFX helps us stay visible, relevant, and active in Google\u2019s eyes. It updates our content and pricing constantly\u2014boosting rankings and conversions.\u201d
\u2013 Gabriela Guzman, Head of SEO, Avianca<\/strong><\/p>\n

Avianca also uses AI to generate question-based content that aligns with how travelers search and is working to bridge AI chat tools like ChatGPT with on-site conversion paths.<\/p>\n

KLM: Redesign, Experiment, Repeat<\/h2>\n

Karolien Rottier<\/strong>, Owned Channel Manager at KLM Royal Dutch Airlines, emphasized the importance of CRO testing and brand alignment. After redesigning their airTRFX pages to match the look and feel of the core website, KLM saw bounce rates drop and conversion rates soar.<\/p>\n

\u201cairTRFX let us go from design to production in just three months. Since the redesign, our contextual pages saw up to a 17% increase in conversion.\u201d
\u2013 Karolien Rottier, Owned Channel Manager, KLM<\/strong><\/p>\n

\"KLM
\"KLM<\/div>\n

KLM\u2019s team now runs A\/B tests using the modular flexibility of airTRFX to explore sticky elements, pricing visibility, and AI-generated content.<\/p>\n

TAP Air Portugal: Custom Pages Drive 30% of Website Traffic<\/h2>\n

Bruno Vilan<\/strong>, SEO & MarTech at TAP Air Portugal, broke down how his team uses a structured approach to creating and updating over 300 airTRFX custom pages<\/strong>. These pages, focused on seasonal travel, holiday promos, and high-volume, flight-to-month searches, now drive nearly one third of TAP\u2019s landing traffic.<\/p>\n

\"TAP
\"TAP<\/div>\n

\u201cairTRFX gives us the flexibility to build for seasonality and reoptimize quickly. Custom pages drive 30% of our traffic\u2014and keep growing.\u201d
\u2013 Bruno Vilan, SEO & MarTech , TAP Air Portugal<\/strong><\/p>\n

TAP complements SEO with paid traffic and native ads to boost indexing and page authority. Their key metrics include flight search initiation (FSI) and revenue impact.<\/p>\n

Final Takeaways: SEO as a Collaborative, Strategic Engine<\/h2>\n

The panelists unanimously agreed that SEO isn\u2019t just a technical discipline\u2014it\u2019s a strategic, collaborative function that must partner with SEM, content, design, and development teams. Metrics like Share of Voice, click-through rates, and FSI help tie SEO directly to commercial outcomes.<\/p>\n

As Karolien from KLM<\/strong> said: \u201cIf we\u2019re creating great pages that answer real traveler questions, we\u2019ll keep ranking. Put the customer at the center and keep experimenting.\u201d<\/p>\n

Want to unlock more value from your SEO strategy?<\/p>\n

Talk to the PROS team about how airTRFX<\/a>, airSEM<\/a>, airModules<\/a>, and airWire<\/a> can help you build scalable, high-performing content to drive more bookings through organic search.<\/p>\n

Contact Us<\/a> to learn more.<\/p>\n\n\n

Frequently Asked Questions<\/h2>\n\n\n\n
What is PROS airTRFX, and how does it help airlines?<\/strong>\u00a0<\/strong>

PROS airTRFX is a digital marketing tool that creates scalable, SEO-optimized booking pages with real-time pricing to increase visibility and direct bookings.\u00a0<\/p> <\/div>

How did Virgin Australia improve its SEO performance?<\/strong><\/strong>

Virgin Australia used airTRFX to optimize non-branded flight searches, achieving a 27% Share of Voice and ranking 1.3 on average.\u00a0<\/p> <\/div>

What results did Avianca achieve with airTRFX?<\/strong><\/strong>

Avianca tailored content for Latin American markets, reaching 75% SEO visibility and boosting rankings and conversions.\u00a0<\/p> <\/div>

How does KLM use airTRFX to improve conversions?<\/strong><\/strong>

KLM redesigned airTRFX pages to align with its core website, reducing bounce rates and increasing conversion rates by up to 17%.\u00a0<\/p> <\/div>

What role do custom pages play in TAP Air Portugal\u2019s strategy?<\/strong><\/strong>

TAP Air Portugal uses over 300 custom airTRFX pages for seasonal and high-volume searches, driving 30% of its website traffic.\u00a0<\/p> <\/div>

Why is SEO important for airlines?<\/strong><\/strong>

SEO helps airlines capture high-intent traffic, improve booking conversions, and reduce reliance on third-party platforms.\u00a0<\/p> <\/div>

How does airTRFX integrate with other marketing efforts?<\/strong><\/strong>

airTRFX complements SEM, content, and design strategies, ensuring a cohesive approach to driving traffic and conversions.\u00a0<\/p> <\/div> <\/div>\n","protected":false},"excerpt":{"rendered":"

Learn how top airlines use SEO and airTRFX to boost visibility, capture high-intent traffic, and drive direct bookings with real-time, personalized landing pages.<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"categories":[14],"tags":[60,46,176,171],"class_list":["post-8814","post","type-post","status-publish","format-standard","hentry","category-case-studies-testimonials","tag-industry-airlines","tag-language-english","tag-product-offer-marketing","tag-type-customer-success-stories"],"acf":[],"yoast_head":"\nSEO Strategies to Unlock Direct Sales Potential: Insights from Airline Leaders at Outperform | AI-powered airline retailing and offer management platform<\/title>\n<meta name=\"description\" content=\"Learn how top airlines use SEO and airTRFX to boost visibility, capture high-intent traffic, and drive direct bookings with 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