Dynamic Ancillary Pricing
Price Ancillaries with Precision—Not Guesswork
Move beyond static pricing rules and unlock smarter, real-time pricing for add-ons and services.
PROS Dynamic Ancillary Pricing continuously learns from passenger behavior to automate pricing and deliver timely, relevant ancillary offers that increase total trip value.
- Smarter Pricing That Converts
- AI Automation for Efficiency
- Seamless Integration & Real-Time Evaluation
Sell more ancillaries with pricing that reflects how customers actually shop. PROS Dynamic Ancillary Pricing uses AI to adjust prices based on observed demand patterns, trip context, and purchase behavior—helping airlines present ancillary prices that are more likely to convert.
Streamline your processes and eliminate pricing errors with AI-powered automation. PROS Dynamic Ancillary Pricing continuously tests and refines ancillary prices by learning from real bookings.
Unlike systems with static rules or manual analysis, PROS platform automatically evaluates price sensitivity to adjust ancillary prices and offers in real time. This allows analysts to focus on strategy, while the solution handles pricing execution at scale.
PROS Dynamic Ancillary Pricing integrates seamlessly with airline retail platforms, merchandising engines, and internet booking engines (IBE) to deliver smarter pricing decisions wherever ancillaries are sold.
The solution supports real-time pricing execution across channels and touchpoints—ensuring consistent, accurate ancillary pricing without compromising speed or adding operational complexity.
Up to
6%
Revenue Lift per Passenger
6-10 Weeks
for Go-Live
Zero Rules
No User-Based Strategies
AI & Science
Customer Segmentation
PROS DAP analyzes 15+ traveler, trip, and product attributes to segment demand and recommend optimized ancillary prices based on price elasticity. Airlines can move beyond static pricing rules and deliver more relevant, performance-driven pricing at scale.
Reinforcement Learning
PROS AI continuously learns from real-time booking behavior to optimize ancillary pricing strategies over time. By evaluating how customers shop for ancillaries, the system dynamically adapts its recommendations — driving more effective pricing decisions without manual intervention.
Efficient Exploration
Using advanced exploration techniques such as Thompson Sampling, PROS DAP systematically tests price ranges to identify optimal prices faster while managing revenue risk. This allows airlines to learn what works in-market without excessive trial-and-error or disruption to performance.
Integrations
PROS Dynamic Ancillary Pricing is a modular science solution that seamlessly integrates with any third-party booking or merchandising system to provide real-time price recommendations, making it adaptable to various airline needs and use cases.
We observed 6% Advanced Seat Reservation (ASR) revenue increase per passenger after the implementation of PROS Dynamic Ancillary Pricing solution.
Jolanta Rema
VP eCommerce and Commercial Distribution
Features
Real-Time Evaluation
Determine the best price by evaluating ancillary shopping requests in real-time against traveler, trip, and product features.
Data-Driven Learning
Quickly adjust to customer behavior and make sure your ancillary prices stay relevant. PROS DAP continuously analyzes the latest booking data to keep AI models up to date.
Offer History Insights
Get better visibility and control over offers. PROS DAP keeps track of dynamically generated ancillary offers so you can refine your pricing strategies and increase revenue.
Interactive Analytics
Easily dive into data for a detailed view. PROS DAP’s flexible UI helps analysts track pricing, monitor key metrics, and see trends over time to improve strategies and grow revenue.
Ancillary Sales Require Precision, Control, and Seamless Integration
Ancillary sales are critical to driving revenue performance. Enhanced DAP capabilities empower your airline to confidently experiment, optimize, and integrate science-driven pricing across all sales and distribution channels—helping you maximize results while maintaining full control.
Price Controls
Define pricing boundaries to deploy dynamic ancillary pricing with confidence.
Price Controls provide the foundational framework for managing how Dynamic Ancillary Pricing is applied. With clear rules for base prices, limits, and eligibility, airlines can offer smart, data-driven pricing while maintaining strict alignment with internal policies. This means more control, flexibility, and better offers for customers.
A/B Testing
Evaluate and refine ancillary pricing strategies through controlled experimentation.
Run structured A/B tests across different pricing models or configurations to understand performance and impact. This add-on supports direct comparison between Dynamic Ancillary Pricing and existing rules-based approaches, helping teams make informed decisions, validate changes, and continuously improve outcomes using real performance data.
Amadeus PMML Connector
Integrate PROS Dynamic Ancillary Pricing directly within the Amadeus ecosystem.
Convert PROS pricing intelligence into PMML to directly integrate with Amadeus systems at offer time. This add-on enables airlines to apply science-based ancillary pricing consistently across Amadeus channels. By combining advanced predictive models with flexible business logic, it ensures pricing is both optimized for performance and aligned with policy requirements.
PROS Dynamic Ancillary Pricing in Action
Watch how airBaltic uses PROS DAP to price seats in real time on airBaltic.com.
Book a Demo with an Airline Retailing Expert
Don’t let legacy technology dictate your revenue potential. See what happens when you put PROS precision behind every offer.
FAQs
How does PROS Dynamic Ancillary Pricing work?
PROS Dynamic Ancillary Pricing uses AI and real-time data to adjust ancillary prices based on demand, customer behavior, and market conditions. It helps ensure each offer is designed to maximize conversions and revenue.
Will this integrate with my existing systems?
Yes, PROS DAP is designed to integrate seamlessly with any third-party booking engine and merchandising platforms, making implementation smooth and hassle-free. DAP is versatile for different use cases (single or group of ancillaries) and channels (the airline website, or the NDC channels).
Can I still control my pricing strategy?
Yes. While PROS DAP automates pricing decisions, you can set business rules and adjust strategies based on your revenue goals in PROS Merchandising or any other third-party merchandising system, running the systems simultaneously.
What makes AI-powered pricing better than manual pricing?
AI continuously learns from customer behavior and market trends, adapting in real-time–something manual pricing can’t do. This helps ensure prices are always competitive, accurate, and enhanced to drive revenue.
Is Dynamic Ancillary Pricing only for large airlines?
PROS DAP works for airlines of all sizes. Whether you’re a low-cost carrier or a full-service airline, AI-driven pricing can help increase ancillary revenue.
How long does it take to implement PROS Dynamic Ancillary Pricing?
PROS DAP can be up and running in weeks. The required integration is for the merchandising and booking platforms to process and display dynamic prices for ancillaries, ensuring ancillary booking data back to PROS DAP solution.
Additional Resources
3 Ways to Grow Revenue with Dynamic Ancillary Pricing
With thin margins and just $6.14 in earnings per passenger, airlines must rely on ancillary revenue to stay profitable. As passenger volumes grow, global ancillary sales hit $117.9B in 2023—surpassing pre-pandemic levels and proving essential for all airline models.
- read more
airBaltic: Driving Revenue and Improving the Customer Digital Experience with PROS
Watch how airBaltic’s long-time partnership with PROS supports its airline-led offer strategy—enhancing digital flight shopping and driving ancillary revenue through merchandising and dynamic pricing.
- watch video
The Future of Ancillary Revenue Optimization
Ancillary revenue is now a key income stream for all airlines—not just LCCs. Across the industry, a-la-carte products and services have rapidly become standard.
- read more