Case Study: Iconic Passenger Transport Provider achieves real-time, algorithmic pricing and competitive fares with PROS

Iconic Passenger Transport Provider - Customer Case Study

An iconic U.S. intercity bus carrier relied on static, mileage‑based price lists and manual updates, leaving it slow to respond to competitor promotions and able to actively manage pricing only on a few high‑traffic routes—a process that ceded revenue and market share. The outdated approach created a competitive disadvantage and frequent missed opportunities to offer timely, attractive fares.

The company deployed PROS dynamic pricing science to generate sub‑second, real‑time fares by predicting willingness‑to‑pay and applying business rules that factor in competitive pricing, loyalty status, promotions, booking and travel timing, and other transaction specifics. The result: static price lists were replaced with algorithmic pricing that delivers over 26 million real‑time price items in a 12‑hour period, enabling competitive, network‑wide fares and a frictionless modern commerce experience.