Case Study: Japan Airlines boosts direct bookings with PROS price alerts

Increasing Direct Bookings with Email Price Alerts

Japan Airlines, facing pressure from OTAs and metasearch engines that were capturing flight-shopping demand and weakening direct bookings, needed a better way to surface real-time low fares in its email and digital marketing. The airline worked with PROS and Volantio, using PROS airWire to make live fare content available across its channels and to support a “Watch Prices” opt-in on its website for travelers searching specific routes and dates.

PROS and Volantio implemented price alerts that send subscribers weekly emails with the latest fares based on their search criteria, improving relevance and engagement. The results were strong: price alert subscriptions grew 79%, active users increased 67%, and revenue per active subscription rose 30% month over month, helping Japan Airlines drive more qualified traffic and more direct channel bookings.

Japan Airlines