PROS Pricing

PROS builds AI-powered pricing and revenue optimisation, and its scope has narrowed in an important way: the PROS B2B business is now Conga, so what remains under the PROS name is airline retailing and offer management. Anyone shortlisting PROS for general B2B price optimisation should establish which company now holds the capability they read about, because material published before the split describes both under one name.

What PROS does today centres on turning offer management into a revenue engine for airlines. The pricing components are named individually. Real-Time Dynamic Pricing sets fares as demand conditions change rather than on scheduled updates. Dynamic Ancillary Pricing applies the same treatment to extras such as seats and bags, which is where a growing share of airline revenue sits. Revenue Management handles the underlying forecasting and inventory economics, and Continuous Pricing is offered as a distinct use case alongside offer optimisation and ancillary optimisation. Group Sales Optimizer covers group bookings, a pricing problem with different mechanics from individual fares.

Around pricing sit shopping and merchandising, product management and a product catalog, plus Stock Keeper. An offer marketing family, airTRFX, airModules, airWire and airSEM, handles the demand side, so an optimised offer is also marketed and distributed. The scale claim is specific and gives a sense of the computation involved: more than 400 million prices and 1.7 billion forecasts every day. AI Agents, integrations and a partner ecosystem extend the platform, with PROS University providing training and PROS Connect and developer resources supporting implementation. Pricing is not published.