What’s Next for Offer Optimisation? Interview with Surain Adyanthaya – President of Travel at PROS
As airlines continue their recovery from COVID-19, the significance of ancillaries as a key channel of revenue for the industry has become evident, read more in a previous article here. One way airlines can maximise their ancillary revenues is through dynamic pricing and bundles.
Surain Adyanthaya, President of Travel at PROS joined us at the World Aviation Festival in Amsterdam last week. PROS is a Texas based software technology company focusing on “creating the best possible offer for every selling opportunity.” PROS are already creating 1.9 trillion offers a year, four times the number of transactions in Mastercard and Visa combined.
During an interview at the World Aviation Festival, Adyanthaya discussed “What’s next?” for offer optimisation. Here, the benefits of tailoring bundles including ancillary products to the consumer were highlighted. Through dynamic pricing based off an understanding of the customer’s needs, airlines can maximise revenue whilst meeting customer expectations.
In the interview, Adyanthaya discusses the next steps for offer optimisation, the current limitations with distribution and how to overcome these, and what he thinks the most influential technologies in the coming year will be.
Hamstrung by legacy systems and methodologies the aviation industry has been slow to fully capitalise on the benefits of dynamic pricing. However, as technology and AI develop those within the industry able to modernise will reap the benefits.
Article by Jess Brownlow
