PROS
PROS is a airline retailing and pricing software for revenue optimisation.
Analyst Perspective
PROS is a US enterprise software company that sells cloud-based pricing, revenue management, merchandising and digital offer tools, with a strong sector focus on airlines and travel retail. Its platform connects capacity management, dynamic pricing, shopping, merchandising, landing pages and paid search execution so airline commercial teams can manage offers and optimise direct and indirect sales performance. The company makes money primarily through enterprise SaaS subscriptions, typically sold as modular, multi-year deployments, with additional revenue from implementation, integration and premium functionality. Its direct customers are airlines, travel retailers and airline commercial, pricing, merchandising, eCommerce and digital marketing teams rather than end travellers. As of December 2025, the company became a wholly owned subsidiary of parent entities affiliated with Thoma Bravo.
Analyst Signal Briefing
Updated: 2 Jul 2026PROS B2B has transitioned to the Conga brand, representing a major structural integration within the software portfolio of parent firm Thoma Bravo. This rebranding is accompanied by the Spring 2026 Platform Release, which introduces enhanced visibility and automated tools to optimise pricing, personalised marketing, and commercial agility. These developments, alongside the launch of the 2026 Customer Outperformer Awards, indicate a focus on product modernisation and client engagement following the consolidation.
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Key insights about PROS
Category Differentiation
This is not a generic advertising technology vendor or a consumer travel booking site. It is a vertical enterprise software provider focused on airline pricing, revenue management, merchandising and offer marketing.
PROS: About
PROS operates a vertical B2B SaaS model. It develops proprietary software used by airlines to forecast demand, optimise fares and ancillary pricing, merchandise offers, manage shopping experiences and run direct-channel marketing. Value is created by helping airline customers increase revenue, improve conversion and reduce manual pricing and campaign management work. The platform model also increases stickiness because multiple modules connect into airline booking, distribution and commercial systems.
How PROS Works & Monetises
Business model analysis and core revenue streams
The core monetisation model is enterprise SaaS subscription revenue from modular software products such as revenue management, dynamic pricing, merchandising, shopping and airline marketing tools. Pricing is likely structured around deployed modules, scope, integration complexity and commercial scale, often under multi-year contracts. Secondary revenue comes from implementation, configuration, integration and other professional services tied to enterprise rollout and ongoing platform expansion.
Revenue Channels
Side-by-Side Comparisons
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Products & Services in Categories
Verified structural categorizations from the graph
PROS: Key Competitors & Alternatives
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Enterprise cloud infrastructure and customer experience software provider.
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Enterprise software for pricing, rebates, royalties and revenue operations.
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B2B SaaS for pricing, CPQ, rebates and margin optimisation.
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Enterprise SaaS platform for pricing optimisation, management and CPQ.
Recent Signals (PROS)
Spring 2026 Platform Release: How Greater Visibility and Control Drives Smarter Offers
Discover the PROS Spring 2026 release. Learn how our new Offer Platform updates deliver smarter pricing, personalized marketing, and commercial agility.
Read original sourceFinal Opportunity - Submit for the 2026 PROS Customer Outperformer Awards by June 30.
Submit your nominations for the 2026 PROS Customer Outperformer Awards before the deadline.
Read original sourcePROS B2B is now Conga!
The same trusted solutions, now under a new name.
Read original sourcePROS: Frequently Asked Questions
What is PROS?
PROS is an enterprise software company that provides cloud tools for airline pricing, revenue management, merchandising, shopping and digital offer marketing.
Who uses PROS?
Its users are mainly airlines and travel retail teams, especially revenue managers, pricing teams, eCommerce teams, merchandising teams and digital marketers.
How does PROS make money?
PROS primarily makes money through enterprise SaaS subscriptions for modular software products, with additional revenue from implementation and integration services.
Company Facts
- Founded
- 1985
- Headquarters
- 3200 Kirby Drive, Suite 600, Houston, Texas 77098
- Core Segment
- B2B SaaS Provider
- Company Size
- 1,001–5,000
- Official Link
- pros.com