PROS are industry leaders in retail solutions for aviation, so at Aviation Festival Asia 2026 we sat down with the company’s President Travel, Surain Adyanthaya, to tap his intelligence on the evolving landscape.

Among PROS’s clients are Lufthansa Group, who launched continuous pricing earlier this year. The tech has immense potential to drive greater value for airlines because it reflects the willingness of passengers to pay while creating more fluidity between booking classes. Adyanthaya notes:

We’re very excited with the work we’ve done with Lufthansa and we feel like this is going to be a wave that goes across the entire airline industry.

In APAC , Adyanthaya notes that sophisticated digital retail is especially important as tech-savvy Gen Z are among the market’s biggest customers. With many passengers used to the personalised experience offered to them by retail giants such as Amazon, continuous pricing gives airlines the chance to meet them where they want to be.

It’s essential for airlines to adopt these sort of technologies like continuous pricing, AI-driven offer creation, to really match the expectations of the customers and to improve customer satisfaction.

Looking to the future, like many Adynathanya believes generative AI will be transformative. The emergence of inspirational travel and bespoke searches through LLMs mean airlines need to be looking beyond traditional search engines to source traffic.

The potential of this technology is really astounding. It’s evolving so quickly every day.

In such a dynamic environment, the aviation industry must stay ahead of the curve to keep pace with passenger expectations and safeguard revenue.

🎥 Watch the video to get the full interview with Surain Adyanthaya.

Questions asked include:

  • You’ve just helped Lufthansa Group launch continuous pricing. Could you explain this collaboration and tell us what you achieved & how?
  • What impact could similar continuous pricing strategies have in the APAC market?
  • How can technology support airline retail in Asia? How are customer expectations in this fast-developing region evolving?
  • Which emerging technologies do you think will have the most impact on retail in the future?

Join us at World Aviation Festival 2026 to discuss the future of airline retail.

For more like this, see: