{"id":9662,"date":"2026-03-05T18:26:51","date_gmt":"2026-03-05T18:26:51","guid":{"rendered":"https:\/\/pros.com\/learn\/?p=9662"},"modified":"2026-03-18T16:25:31","modified_gmt":"2026-03-18T16:25:31","slug":"eva-air-drives-high-value-growth-digital-efficiency-airsem-premium-class-expansion","status":"publish","type":"post","link":"https:\/\/pros.com\/learn\/case-studies-testimonials\/eva-air-drives-high-value-growth-digital-efficiency-airsem-premium-class-expansion\/","title":{"rendered":"EVA Air Drives High-Value Growth and Digital Efficiency with PROS airSEM and Premium Class Expansion"},"content":{"rendered":"
<\/div>
\n\n\n\n
17%<\/strong><\/span><\/p>\n

YoY growth in PNRs<\/strong><\/td>\n

30%<\/strong><\/span><\/p>\n

Increase in online revenue from direct bookings<\/strong><\/td>\n

3x<\/strong><\/span><\/p>\n

Growth in keyword impressions from improved organic search visibility<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

\n\n\n\n
Products Used:<\/strong><\/p>\n

airSEM, Cabin Class Dataset Expansion <\/td>\n

Industry:<\/strong><\/p>\n

Airlines<\/td>\n

Revenue:<\/strong><\/p>\n

NT $221 B<\/td>\n

Location:<\/strong><\/p>\n

Luzhu District, Taiwan<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

\u201cWe shifted from fare-driven economy class promotions to showcasing the value of our premium cabins. In just six months, we\u2019ve secured top search positions for most premium-related keywords, expanding our exposure and elevating our brand.\u201d
\n<\/strong><\/p>\n\n\n\n<\/colgroup>\n\n\n
\"Angus<\/td>\n\n
Angus Chang<\/strong>
\nOnline Sales Manager<\/div>\n
\"Eva<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n

Scaling Direct Channel Revenue with Premium Cabin Targeting<\/h2>\n

In an increasingly competitive global travel market, EVA Air has elevated its digital strategy by focusing on higher-value audiences and premium offers. With the adoption of PROS airSEM<\/a>, including a Cabin Class Dataset Expansion, EVA Air has transformed how it approaches search engine marketing, targeting travelers interested in Premium Economy and Business Class fares with precise, dynamic, and scalable campaigns.<\/p>\n

\u201cWe shifted from fare-driven economy class promotions to showcasing the value of our premium cabins,\u201d said Angus Chang, Online Sales Manager. \u201cIn just six months, we\u2019ve secured top search positions for most premium-related keywords, expanding our exposure and elevating our brand.\u201d<\/p>\n

This strategic realignment enabled EVA Air to reach more qualified customers, improve visibility for high-yield inventory, and drive long-term growth across its digital channels.<\/p>\n

Centralized Campaign Execution with Global Scale<\/h2>\n

Before implementing airSEM, paid media management was decentralized across branch offices, many of which lacked the resources or expertise in digital marketing. This created inconsistencies and limited the ability of EVA Air\u2019s headquarters to execute global digital strategies effectively.<\/p>\n

\u201cairSEM solved a major challenge by allowing us to centralize campaign execution across all branches,\u201d Angus explained. \u201cWe now manage region-specific campaigns in multiple languages, without increasing team size or sacrificing efficiency.\u201d<\/p>\n

With centralized oversight and AI-powered bidding, EVA Air is able to maintain message consistency, respond to market shifts in real time, and maximize performance across its network.<\/p>\n

Strong Performance Across Key Business Metrics<\/h2>\n

The impact of airSEM with the Cabin Class Dataset Expansion has been significant, both in terms of digital efficiency and commercial performance.<\/p>\n

\u201cairSEM helps us do more with less,\u201d Angus said. \u201cIt delivers quality traffic to our booking engine, helping us hit revenue targets while maximizing impact with our current capacity.\u201d<\/p>\n

airSEM:<\/h3>\n