The limitations of PSS technology continue to inhibit airlines’ profit margins. But new technological solutions have emerged to break the deadlock, helping the aviation industry increase profit margins while improving revenue management.
To learn more about this transformation, we spoke to Surain Adyanthaya, President Travel at PROS. He explains that the emergence of intelligent pricing is not just desirable for airlines, but consumers too.
With dynamic pricing, you have a more continuous pricing sale and you can offer exactly the price that a traveller may want. So the traveller can get a better deal and a more relevant offer.
Airlines have been left behind by changing consumer expectations, shaped by the emergence of e-commerce businesses such as Amazon. They expect quick, personalised offers, and if they don’t receive one they’ll move on to another retailer.
Consumers expect the seller to know something about them, so the products that are offered are things that they are truly interested in. So it’s a very different mindset that the airline needs to adapt to.
Key to this transition is the development of an Offer-Order ecosystem. Adyanthaya concludes by offering advice to airlines wishing to execute this transition successfully.
The challenges airlines face are really antiquated infrastructure and architecture. Rebuilding this is incredibly important to allow the airlines to behave like a modern retailer.
🎥 Watch the interview to hear Surain Adyanthaya’s full discussion on airline’s retail transformation.
- How has consumer behaviour shifted in recent years? What are the current big trends influencing pricing and spending in aviation?
- What about tariffs? Have they had as negative an impact as predicted? What other changes has that policy produced?
- In terms of dynamic pricing, what kind of progress have we seen on this? Has there been any pushback from customers?
- When creating a modern, personalised sales ecosystem, what kind of foundations need to be in place?
Join us at Aviation Festival Asia 2026 to discuss the evolution of retail strategy in aviation.
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