PROS

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.

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.