Lufthansa Group and PROS Take Next Step in Commercial Innovation with Advanced AI-based Dynamic Pricing Fueling Incremental Revenue Growth
Lufthansa Group has expanded its partnership with PROS Holdings (NYSE: PRO) by implementing advanced AI-based dynamic pricing solutions. The group has expanded the use of PROS Request-Specific Pricing and adopted PROS Dynamic Ancillary Pricing to deliver optimized offers for travelers.
The Request-Specific Pricing, rolled out in July 2022, uses interest and preference information along with shopping context to adjust pricing in real-time. The Dynamic Ancillary Pricing leverages AI to set prices for ancillary products based on trip dimensions, market conditions, and passenger preferences.
Five global carriers are now using PROS Dynamic Ancillary Pricing platform: airBaltic, Austrian Airlines, Brussels Airlines, Lufthansa Airlines, and SWISS International Airlines. This expansion builds upon their existing implementation of PROS Continuous Pricing launched in 2019, aiming to make Lufthansa Group the most advanced in AI-powered pricing science.
Lufthansa Group ha ampliato la sua collaborazione con PROS Holdings (NYSE: PRO) implementando soluzioni avanzate di pricing dinamico basate su AI. Il gruppo ha esteso l'uso del PROS Request-Specific Pricing e adottato il PROS Dynamic Ancillary Pricing per offrire offerte ottimizzate ai viaggiatori.
Il Request-Specific Pricing, lanciato a luglio 2022, utilizza informazioni sugli interessi e le preferenze insieme al contesto degli acquisti per regolare i prezzi in tempo reale. Il Dynamic Ancillary Pricing sfrutta l'AI per impostare i prezzi dei prodotti accessori in base alle dimensioni del viaggio, alle condizioni di mercato e alle preferenze dei passeggeri.
Cinque compagnie aeree globali stanno attualmente utilizzando la piattaforma PROS Dynamic Ancillary Pricing: airBaltic, Austrian Airlines, Brussels Airlines, Lufthansa Airlines e SWISS International Airlines. Questa espansione si basa sulla loro precedente implementazione del PROS Continuous Pricing lanciato nel 2019, con l'obiettivo di rendere il Lufthansa Group il più avanzato nella scienza dei prezzi sostenuti dall'AI.
Lufthansa Group ha ampliado su asociación con PROS Holdings (NYSE: PRO) implementando soluciones avanzadas de precios dinámicos basadas en IA. El grupo ha ampliado el uso de PROS Request-Specific Pricing y ha adoptado PROS Dynamic Ancillary Pricing para ofrecer ofertas optimizadas a los viajeros.
El Request-Specific Pricing, lanzado en julio de 2022, utiliza información sobre intereses y preferencias junto con el contexto de compra para ajustar los precios en tiempo real. El Dynamic Ancillary Pricing aprovecha la IA para establecer precios de productos auxiliares según las dimensiones del viaje, las condiciones del mercado y las preferencias de los pasajeros.
Cinco aerolíneas globales están utilizando ahora la plataforma PROS Dynamic Ancillary Pricing: airBaltic, Austrian Airlines, Brussels Airlines, Lufthansa Airlines y SWISS International Airlines. Esta expansión se basa en su implementación existente de PROS Continuous Pricing lanzada en 2019, con el objetivo de convertir al Lufthansa Group en el más avanzado en la ciencia de precios impulsada por IA.
루프트한자 그룹은 PROS 홀딩스 (NYSE: PRO)와의 파트너십을 확장하여 고급 AI 기반 동적 가격 책정 솔루션을 구현했습니다. 이 그룹은 PROS 요청별 가격 책정 사용을 확대하고 PROS 동적 부가 서비스 가격 책정을 채택하여 여행자에게 최적화된 제안을 제공합니다.
2022년 7월에 출시된 요청별 가격 책정은 관심 및 선호 정보와 쇼핑 맥락을 활용하여 실시간으로 가격을 조정합니다. 동적 부가 서비스 가격 책정은 AI를 활용하여 여행의 차원, 시장 조건 및 승객 선호도에 따라 부가 서비스 제품의 가격을 설정합니다.
현재 다섯 개의 글로벌 항공사가 PROS 동적 부가 서비스 가격 책정 플랫폼을 사용하고 있습니다: airBaltic, 오스트리아 항공, 브뤼셀 항공, 루프트한자 항공, 스위스 국제 항공. 이번 확장은 2019년에 론칭된 PROS 지속적 가격 책정의 기존 구현을 기반으로 하여 루프트한자 그룹을 AI 기반 가격 책정 과학에서 가장 앞선 그룹으로 만드는 것을 목표로 합니다.
Le groupe Lufthansa a élargi son partenariat avec PROS Holdings (NYSE: PRO) en mettant en œuvre des solutions avancées de tarification dynamique basées sur l'IA. Le groupe a étendu l'utilisation de la tarification spécifique à la demande de PROS et a adopté la tarification dynamique des services additionnels de PROS pour offrir des offres optimisées aux voyageurs.
La tarification spécifique à la demande, lancée en juillet 2022, utilise des informations sur les intérêts et les préférences ainsi que le contexte d'achat pour ajuster les prix en temps réel. La tarification dynamique des services additionnels exploite l'IA pour fixer les prix des produits additionnels en fonction des dimensions du voyage, des conditions du marché et des préférences des passagers.
Cinq transporteurs mondiaux utilisent désormais la plateforme de tarification dynamique des services additionnels de PROS : airBaltic, Austrian Airlines, Brussels Airlines, Lufthansa Airlines et SWISS International Airlines. Cette expansion s'appuie sur leur mise en œuvre existante de la tarification continue de PROS lancée en 2019, visant à faire du groupe Lufthansa le plus avancé dans la science de la tarification alimentée par l'IA.
Die Lufthansa Group hat ihre Partnerschaft mit PROS Holdings (NYSE: PRO) erweitert, indem sie fortschrittliche KI-basierte dynamische Preisgestaltungslösungen implementiert hat. Die Gruppe hat die Nutzung von PROS Request-Specific Pricing ausgeweitet und PROS Dynamic Ancillary Pricing übernommen, um optimierte Angebote für Reisende zu liefern.
Das Request-Specific Pricing, das im Juli 2022 eingeführt wurde, nutzt Informationen zu Interessen und Vorlieben sowie den Einkaufskontext, um die Preise in Echtzeit anzupassen. Das Dynamic Ancillary Pricing verwendet KI, um Preise für Zusatzprodukte basierend auf Reisemaßen, Marktbedingungen und Passagierpräferenzen festzulegen.
Fünf globale Fluggesellschaften nutzen jetzt die PROS Dynamic Ancillary Pricing-Plattform: airBaltic, Austrian Airlines, Brussels Airlines, Lufthansa Airlines und SWISS International Airlines. Diese Erweiterung baut auf der bestehenden Implementierung des PROS Continuous Pricing auf, die 2019 eingeführt wurde, mit dem Ziel, die Lufthansa Group zur fortschrittlichsten im Bereich der KI-gestützten Preisgestaltung zu machen.
- Implementation of AI-driven dynamic pricing expected to drive incremental revenue growth
- Expansion to five major airlines indicates successful platform adoption
- Real-time price optimization capability enhances market competitiveness
- Integration of customer preference data improves conversion rates
- None.
Insights
The expansion of Lufthansa Group's partnership with PROS represents a significant technological leap in airline revenue management, marking a pivotal shift in how major carriers approach pricing optimization. The implementation of AI-driven dynamic pricing across five global carriers (Lufthansa Airlines, SWISS, Austrian Airlines, Brussels Airlines and airBaltic) creates a powerful network effect that could reshape industry standards.
The strategic value lies in three key innovations:
- Real-time price optimization based on trip attributes and customer behavior, enabling more precise market segmentation and higher conversion rates
- Dynamic ancillary pricing that adapts to market conditions and passenger preferences, unlocking new revenue streams
- Integration of continuous pricing capabilities, eliminating traditional pricing constraints and enabling infinite price points
This technology stack positions Lufthansa Group to capture significant revenue upside through two primary mechanisms: improved conversion rates from more relevant pricing and optimized ancillary revenue through personalized offerings. The 35-year partnership history between PROS and Lufthansa suggests deep integration capabilities and proven ROI, reducing implementation risks.
The timing is particularly strategic as the airline industry continues to seek ways to optimize revenue amid evolving market dynamics. By leading in AI-powered pricing technology, Lufthansa Group gains a competitive advantage in both customer experience and revenue optimization, potentially setting new industry benchmarks for sophisticated pricing strategies.
With PROS Request-Specific Pricing and Dynamic Ancillary Pricing, Lufthansa Group continues its AI-driven dynamic pricing journey, achieving greater offer optionality and customer lifetime value
These advanced dynamic pricing capabilities, alongside PROS Continuous Pricing which launched in 2019, aim to make the Lufthansa Group the most advanced and the most sophisticated in its adoption of AI-powered pricing science. By factoring in relevant trip attributes and ensuring that all components of the offer, including ancillaries, are price-optimized, the Group can deliver relevant, compelling offers in real-time. This approach helps Lufthansa Group meet customer expectations and maximizes value for the business.
“We are dedicated to consistently deliver the best experiences for our customers, and that starts at the very beginning of their journey—during the planning and booking stages,” said Stefan Kreuzpaintner, Senior Vice President, Commercial Customer Offer, Lufthansa Group. “By leveraging PROS advanced dynamic pricing technologies, we are able to offer more tailored and flexible pricing options that meet the diverse needs of our prospective travelers, enhancing their overall travel experience and driving customer-centric commercial offers.”
As part of Lufthansa Group’s continued dynamic pricing journey, the Group began rolling out PROS Request-Specific Pricing in July 2022. The technology uses interest and preference information, as well as shopping context, to adjust pricing in real-time and deliver more market- and customer-relevant offers that turn lookers into bookers and help drive incremental revenue growth.
With the adoption of PROS Dynamic Ancillary Pricing, Lufthansa Group leverages AI to dynamically set the price of ancillary products based on trip dimensions (like day of week), as well as based on market conditions and passenger interests, preferences and willingness to purchase. By considering this information, the group can provide a dynamic, optimal offer most likely to convert shoppers and drive ancillary revenue. With the addition of Lufthansa Group to the PROS Dynamic Ancillary Pricing portfolio, five global carriers are now onboarded to the platform’s advanced capabilities—airBaltic, Austrian Airlines, Brussels Airlines, Lufthansa Airlines and SWISS International Airlines—each with a goal to enable true dynamic pricing across all components of the offer.
“PROS and Lufthansa have created a truly special relationship over the course of more than 35 years, co-innovating some of the most technologically advanced solutions that have revolutionized the industry,” said Surain Adyanthaya, President, Global Industries, PROS. “Our enduring partnership continues to push the boundaries of innovation, shaping the future of air travel and delivering exceptional value to their bottom line and their customers.”
For more information on PROS solutions for the airline industry visit pros.com/travel.
About PROS
PROS Holdings, Inc. (NYSE: PRO) is a leading provider of AI-powered SaaS pricing, CPQ, revenue management, and digital offer marketing solutions. Our vision is to optimize every shopping and selling experience. With nearly 40 years of industry expertise and a proven track record of success, PROS helps B2B and B2C companies across the globe, in a variety of industries, including airlines, manufacturing, distribution, and services, drive profitable growth. The PROS Platform leverages AI to provide real-time predictive insights that enable businesses to drive revenue and margin improvements. To learn more about PROS and our innovative SaaS solutions, please visit our website at www.pros.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250128177013/en/
PROS Media Contact
Amy Williams
+1 713-335-5916
awilliams@pros.com
Source: PROS Holdings, Inc.
FAQ
What new AI pricing solutions has Lufthansa Group implemented with PROS (PRO)?
When did Lufthansa Group implement PROS (PRO) Request-Specific Pricing?
Which airlines are using PROS (PRO) Dynamic Ancillary Pricing platform?
How does PROS (PRO) Dynamic Ancillary Pricing work for Lufthansa Group?
What benefits does PROS (PRO) Request-Specific Pricing provide to Lufthansa Group?
