Lufthansa Group and PROS Take Next Step in Commercial Innovation with Advanced AI-based Dynamic Pricing Fueling Incremental Revenue Growth

By: PROS Holdings, Inc. via Business Wire

January 28, 2025 at 08:45 AM EST

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

PROS Holdings, Inc. (NYSE: PRO), a leading provider of AI-powered SaaS pricing, CPQ, revenue management and digital offer marketing solutions, today announced that Lufthansa Group has expanded its use of PROS Request-Specific Pricing and adopted PROS Dynamic Ancillary Pricing, as the group continues on its AI-driven dynamic pricing journey. The moves deepen the long-term relationship between PROS and Lufthansa Group, with a constant focus on industry innovation, eliminating legacy barriers to dynamically deliver optimized offers for travelers at their ideal price point.

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.