Case Study: Volaris achieves 4X direct channel growth with PROS Fare Marketing solutions

Improving Direct Channel results by 4X by Building a Fare Marketing Infrastructure

Volaris, Mexico’s second largest airline, needed a better way to grow direct-channel sales and qualified traffic through emails, ads, and landing pages, but lacked a strategic platform for managing digital content. To solve this, Volaris partnered with PROS and used its airline retailing and offer management products, including airTRFX, airSEM, airModules, and FareWire, to build a Fare Marketing infrastructure.

With PROS, Volaris automated route-based landing pages, launched thousands of conversion-focused pages, and deployed dynamic search and retargeting campaigns with real-time fares. The results included 400% growth in organic traffic, a 10x increase in non-brand keywords on page one of search results, 65% more web traffic, 70% more e-commerce transactions, 61% growth in SEM revenue, and several million dollars in revenue generated through airModules.

Volaris