PROS Emerges as a Pure-Play Travel Technology Company to Power the Future of AI-Driven Airline Retailing
PROS, long recognized as the leading offer management provider to the global airline industry, has reached a defining milestone in its corporate evolution. The company announced that it is now operating as a dedicated travel technology company, exclusively focused on enabling modern, AI-driven airline retailing. This strategic transformation positions PROS at the center of the airline industry’s shift toward personalized, dynamic, and retail-like travel experiences, powered by artificial intelligence and advanced offer management capabilities.
With decades of airline expertise and a proven foundation in artificial intelligence, PROS is uniquely positioned to help airlines transform offer management from a traditional pricing function into a strategic revenue and experience engine. By optimizing every offer and every traveler interaction in real time, PROS aims to help carriers unlock sustainable profitability while delivering seamless, modern experiences that today’s travelers increasingly expect.
A Strategic Transition Backed by Thoma Bravo
This milestone follows PROS’ previously announced agreement with Thoma Bravo, one of the world’s leading private equity investment firms with a strong track record in enterprise software and technology-driven platforms. Under the agreement, PROS’ travel business operates as a standalone platform investment, allowing it to sharpen its strategic focus and accelerate innovation tailored exclusively to airline retailing.
At the same time, PROS’ B2B business has been acquired by Conga, a Thoma Bravo portfolio company specializing in revenue lifecycle management solutions. The transaction closed today, marking the official completion of PROS’ transition into a pure-play travel technology company.
This separation enables PROS to fully concentrate its resources, talent, and product roadmap on solving the most pressing commercial challenges facing airlines today—from fragmented distribution and static pricing models to rising customer expectations for personalization, transparency, and choice.
By narrowing its focus, PROS is strengthening its ability to help airlines optimize every aspect of the offer lifecycle, from creation and pricing to presentation and distribution, across all retailing channels.
New Leadership to Guide the Next Phase of Growth
With the completion of the B2B transaction, Sunil John has assumed the role of Chief Executive Officer of PROS, bringing more than two decades of leadership experience within the company. John has played a central role in shaping PROS’ product strategy, AI capabilities, and airline partnerships, making him well positioned to lead the company into its next phase as a dedicated travel technology provider.
In addition, Jeff Cotten has joined the PROS Board of Directors, where he will provide strategic guidance as the company advances its long-term vision for modern airline retailing. Cotten’s experience in aviation and enterprise leadership is expected to support PROS as it deepens relationships with global carriers and navigates a rapidly evolving industry landscape.
The broader PROS executive leadership team remains in place, ensuring continuity and deep domain expertise as the company accelerates its mission.
A Legacy of Trust in the Airline Industry
“For decades, PROS has earned the trust of the global airline industry by helping carriers solve their most complex commercial challenges,” said Sunil John, Chief Executive Officer of PROS. “Now, as a dedicated travel technology company, we are sharpening our focus and accelerating innovation so that we can deliver even greater value, stronger performance, and more advanced retailing capabilities for our airline customers and their travelers.”
PROS has long been embedded in the commercial operations of airlines worldwide, supporting pricing, revenue optimization, and offer strategies across diverse market conditions. As airlines continue to recover from volatility driven by geopolitical tensions, inflation, supply chain pressures, and changing travel behavior, the need for smarter, more adaptive retailing solutions has become increasingly urgent.
PROS’ evolution reflects a broader industry shift away from rigid, legacy pricing structures toward flexible, AI-driven models that respond dynamically to demand, customer context, and competitive conditions.
Purpose-Built for Modern Airline Retailing
As a dedicated travel technology company, PROS is purpose-built to help airlines optimize every offer, every channel, and every traveler interaction. The company’s platform is underpinned by decades of AI innovation and close collaboration with airline partners, enabling it to address both operational complexity and commercial ambition.
PROS transforms offer management into a strategic revenue opportunity by empowering airlines to deliver more relevant, personalized, and profitable offers at scale. Its solutions are designed to support the airline industry’s transition toward retailing principles similar to those used by leading e-commerce and digital commerce companies—while respecting the unique constraints of aviation.
Enhancing the Traveler Experience Through Intelligent Offers
At the core of modern airline retailing is the traveler experience. PROS enables airlines to move beyond static fares and predefined bundles by delivering contextualized, real-time offers that reflect each traveler’s preferences, behavior, and journey intent.
Through AI-driven decisioning, airlines can present offers that are more relevant, transparent, and timely, helping to strengthen customer loyalty and increase conversion rates. Travelers benefit from greater choice and convenience, while airlines gain the ability to differentiate their brand through tailored experiences rather than price alone.
This approach aligns closely with growing consumer expectations for personalization across digital channels and helps airlines compete more effectively with alternative travel providers.
Gaining Commercial Control and Agility
PROS’ modular, API-driven technology gives airlines greater commercial control and operational agility. By decoupling offer creation from legacy reservation and distribution systems, carriers can rapidly design, test, and deploy new offers without extensive system overhauls.
This flexibility enables airlines to respond quickly to market changes, introduce new ancillary products, and expand into emerging retailing channels. The platform’s scalable architecture supports growth across direct and indirect distribution, ensuring consistency and performance regardless of channel complexity.
For airlines facing ongoing cost pressures and margin challenges, this agility is critical to maintaining competitiveness and profitability.
Driving Revenue Performance With AI and Dynamic Pricing
Revenue optimization remains a central priority for airlines, particularly in an environment marked by fluctuating demand and rising operating costs. PROS supports airlines with class-free dynamic pricing, AI-driven revenue optimization, and coordinated air and ancillary strategies that align capacity with demand while protecting yield.
By replacing rigid fare structures with continuous pricing models, airlines can more accurately reflect willingness to pay and optimize revenue across all customer segments. AI algorithms analyze vast volumes of data in real time, enabling smarter decisions that balance load factors, yield, and customer value.
This integrated approach helps airlines maximize revenue quality rather than relying solely on volume, supporting more sustainable long-term growth.
“Modern airline retailing starts with the offer — not the order,” John emphasized. “Each interaction represents an opportunity to deliver more relevant, traveler-centric experiences that strengthen loyalty and maximize revenue.”
PROS’ vision centers on offer excellence, powered by proven AI and a flexible, modular platform. By placing commercial control, revenue performance, and traveler experience at the heart of every offer, PROS enables airlines to rethink how they engage with customers throughout the travel lifecycle.
As the airline industry continues to evolve toward modern retailing frameworks, PROS’ transformation into a dedicated travel technology company signals a clear commitment to leading that change. With focused investment, experienced leadership, and deep airline partnerships, PROS aims to help carriers navigate complexity, unlock new revenue opportunities, and deliver the seamless, personalized experiences that define the future of air travel.
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