Case Study: International Airline Company achieves 4.7% revenue lift and $1.5M additional revenue with PROS WTP forecasting

How PROS enhanced this passenger airline’s revenues with willingness-to-pay (WTP) forecasting

An international passenger airline (50,000–150,000 employees, $10–50B revenue) faced revenue dilution from aggressive buy-down behavior and hypercompetitive markets. Traditional rule-based constraint and load-factor methods made it hard to define true demand and combat reduced fares and unrestricted purchase options, threatening overall network optimization and revenue performance.

The airline extended PROS Airline Revenue Management Advantage with willingness-to-pay (WTP) forecasting to capture price-sensitive demand, enable real-time dynamic pricing, and move lower-yield bookings to more profitable options. Within months the program drove a 4.7% revenue lift in three test markets and generated $1.5M on six targeted routes, with projected gains of 7–10% in leisure markets and 1–4% in business markets.