PROS

What PROS does

PROS is an AI-powered airline retailing and offer management software company headquartered in Houston, Texas. Following its December 2025 take-private by Thoma Bravo and the February 2026 divestiture of its B2B business to Conga, PROS now operates as a dedicated travel technology company serving more than 130 airline customers globally — including Lufthansa Group, SriLankan Airlines, TAP Air Portugal, Turkish Airlines, United Airlines, Etihad Airways, Virgin Atlantic, Air China, Cathay Pacific, Air Europa, ITA Airways, Frontier Airlines, and flydubai.

The PROS Platform is an end-to-end airline retail optimization system covering Offer Management (Revenue Management, Real-Time Dynamic Pricing, Dynamic Ancillary Pricing, Group Sales Optimizer, Shopping, Merchandising), Product Management (Product Catalog, Stock Keeper), and Offer Marketing (airTRFX, airModules, airWire, airSEM). The platform is built on patented neural network-based AI pricing models with sub-300 millisecond response times, processing more than 400 million prices and 1.7 billion forecasts daily and capable of computing up to 168 million price recommendations per minute for a major carrier. PROS has also developed an agentic AI framework (PROS AI Agents) that combines predictive AI with large language models for goal-oriented commercial optimization, including the Fare Finder Genie conversational agent and the GSO Task Agent.

PROS operates an enterprise SaaS business model with subscription revenue accounting for over 90% of total revenue, complemented by software licenses and professional services. Go-to-market is primarily direct enterprise sales with regional presences across AMER, APAC, and EMEA, supplemented by technology partnerships and integrations with Amadeus, Sabre, Travelport, SAP, Microsoft Dynamics 365, and BigCommerce. Q3 2025 quarterly revenue was $91.68 million, with historical reported revenue of approximately $330 million in 2024, $304 million in 2023, and $276 million in 2022. The company is currently a privately held portfolio company of Thoma Bravo following the $1.4 billion all-cash acquisition completed in December 2025.

Name

PROS

Legal name

PROS Holdings, Inc.

Website

https://pros.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

PROS is a Houston-based, AI-powered airline retailing and offer management software company serving 130+ airlines globally with patented neural network-based pricing models, operating as a privately-held Thoma Bravo portfolio company after its December 2025 take-private.

Ownership category

akta.pro rank

Product category

Airline Revenue Management & Offer Management Software

NAICS

Software Publishers (513210), Custom Computer Programming Services (541511)

SIC

Services-Prepackaged Software (7372), Services-Computer Integrated Systems Design (7373)

akta.pro primary industry

Airline Distribution & Merchandising Platforms (Direct/B2B) (THALABAC)

akta.pro secondary industry

Airline Ticketing & Fulfillment Platforms (ET/EMD/Order) (THABAJAD)

Keywords

• Airline revenue management
• Real-time dynamic pricing
• Airline offer management
• AI-powered retailing
• Ancillary pricing software

Headquarters

HQ city

Houston

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Cloud Subscriptions: Subscription-based SaaS revenue model accounting for over 90% of total revenue, with performance tied to customer retention and enterprise spending cycles
2. Software Licenses: Traditional software license revenue from pricing and revenue management solutions
3. Professional Services: Implementation, consulting, and training services supporting cloud and license deployments

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

PROS provides an AI-powered airline retailing and offer management SaaS platform that enables airlines to optimize revenue across every seat, flight, and market through dynamic pricing, demand forecasting, ancillary optimization, and real-time offer distribution. The platform integrates modular APIs with airline PSS, GDS, and NDC distribution systems and serves more than 130 airlines globally with patented neural network-based pricing models and AI agents.

Product overview

PROS is a dedicated travel technology company offering AI-powered airline retailing and offer management solutions. The PROS Platform provides an end-to-end airline retail optimization system connecting capacity management, dynamic pricing, sales, distribution, and marketing. The product portfolio centers on Offer Management (Revenue Management, Real-Time Dynamic Pricing, Dynamic Ancillary Pricing, Group Sales Optimizer, Shopping, Merchandising), Product Management (Product Catalog, Stock Keeper), and Offer Marketing (airTRFX, airModules, airWire, airSEM). The platform is enhanced by AI Agents for autonomous operations and integrates with Amadeus, Sabre, Travelport, SAP, Microsoft Dynamics 365, and various modular airline retailing components through IATA standards. PROS previously offered B2B products (Smart Price Optimization and Management, Smart CPQ) which were acquired by Conga in February 2026. The company serves over 130 airline customers globally with solutions built on patented AI science and neural network-based pricing models.

Differentiator

Problem solved

Functional benefit

Brands

• Revenue Management: AI-powered revenue management and dynamic pricing solutions for airlines
• Real-Time Dynamic Pricing
• airTRFX
• airModules
• airWire
• airSEM
• Smart Price Optimization & Management
• Smart Configure Price Quote

Products and services

• Revenue Management AI-powered airline revenue management solution that maximizes revenue across every seat, flight, and market using demand forecasting and price elasticity models.
• Real-Time Dynamic Pricing (RTDP) Continuous pricing solution enabling airlines to adjust fares in real-time based on demand, inventory, and market conditions with sub-300 millisecond response times. Computes up to 168 million price recommendations per minute.
• Dynamic Ancillary Pricing AI-driven solution for dynamically pricing airline ancillary services such as baggage, seat upgrades, and other add-ons based on demand and customer willingness to pay, with round-trip price equalization.
• Group Sales Optimizer Dynamic pricing solution for airline group bookings that enables pricing groups outside of traditional GDS/PSS systems, optimizing revenue from group sales.
• Shopping Airline shopping solution that integrates with pricing engines to provide real-time price recommendations and offer creation across multiple distribution channels.
• Merchandising Airline merchandising solution enabling carriers to offer a variety of a la carte services and bundles, extending ATPCO capabilities or supporting standalone ancillary catalogs.
• Product Catalog Product management solution providing a single source of truth for airline products and services, enabling robust offer creation and inventory management.
• Stock Keeper Inventory tracking solution that manages all stock information separate from the Product Catalog, providing airlines with accurate capacity visibility.
• airTRFX Digital marketing platform enabling airlines to market real-time, dynamic, bookable offers across any digital marketing channel including paid search, social media, email, retargeting, and display ads.
• airModules Modular airline retailing components including Fare Finder Genie AI agent and various booking optimization tools for creating smarter, seamless booking experiences.
• airWire Airline offer distribution solution enabling real-time offer marketing and distribution across multiple channels.
• airSEM Search engine marketing solution for airlines enabling targeted advertising campaigns based on real-time offer data.
• PROS AI Agents Enterprise AI agents including GSO Task Agent for travel and Pricing Agent built for goal-oriented, autonomous operations with human-in-the-loop oversight using predictive AI and LLMs.
• PROS Platform End-to-end airline retail optimization platform connecting capacity management, dynamic pricing, sales, distribution, and marketing with AI-driven capabilities.

Quantifiable outcome

• SriLankan Airlines achieved 13% revenue increase in first three quarters of 2025-26 financial year
• +4 more outcomes

Named customers14 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability9 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered flagship and core.

• CongaflagshipStrategic or Co-development Partner · 3 February 2026Conga (Thoma Bravo portfolio company) completed acquisition of PROS B2B business in February 2026. PROS became dedicated travel technology company focused on AI-driven airline retailing post-acquisition. Combined platform positioned for smarter commercial decision-making.
• Lufthansa GroupflagshipStrategic or Co-development Partner · 21 January 2026Extended strategic partnership for over three decades, focused on revenue management, real-time dynamic pricing, and shift toward attribute-based commercial offers. Lufthansa is implementing advanced AI-driven revenue management and offer management solutions to modernize airline retailing.
• SriLankan AirlinescoreStrategic or Co-development Partner · 1 January 2026Six-year agreement effective January 1, 2026, positioning AI-powered dynamic pricing and digital retailing at the center of commercial operations. PROS Revenue Management Advantage enables real-time offer marketing and dynamic fare adjustments based on customer demand and willingness to pay.
• SAPcoreTechnology or Integration · 21 October 2025PROS Smart Price Optimization and Management solution is now available on SAP Store, integrating with SAP S/4HANA Cloud and SAP Business Technology Platform to deliver AI-powered pricing insights and real-time market adaptation
• BigCommercecoreStrategic or Co-development Partner · 12 August 2025Strategic partnership announced August 2025 for B2B AI pricing solutions, integrating PROS pricing capabilities with BigCommerce e-commerce platform to enhance B2B digital commerce experiences
• CommercecoreStrategic or Co-development Partner · 31 July 2025Strategic partnership to integrate AI-powered pricing and e-commerce solutions to redefine B2B digital commerce, improving accuracy, speed, and transparency in purchase journeys
• TAP Air PortugalcoreStrategic or Co-development Partner · 1 April 2025Expanded 25-year relationship to enhance dynamic pricing and create customer-centric offers. TAP is implementing Real-Time Dynamic Pricing and Group Sales Optimizer for more targeted, strategic pricing strategies.
• MicrosoftcoreTechnology or IntegrationPROS Revenue Management available on Microsoft platform. PROS recognized as finalist for Microsoft Dynamics 365 Sales and Customer Insights Partner of the Year Award. Using Microsoft Clarity for website analytics.
• AmadeuscoreTechnology or IntegrationIntegration partnership through IATA multi-vendor initiatives. Amadeus Revenue Availability and Active Valuation systems used alongside PROS Revenue Management Advantage at customer implementations including SriLankan Airlines.
• OpenJawcoreTechnology or IntegrationMulti-vendor collaboration at IATA World Passenger Symposium demonstrating modular airline retailing solutions. OpenJaw orchestrated channel and managed initial traveler request in proof-of-concept demo.
• PianocoreTechnology or IntegrationMulti-vendor collaboration partner at IATA proving interoperability. Piano enriched traveler requests with customer insights and scoring in demonstration.

Scale indicators13 records

Recent moves8 records

Expansion highlights5 records

Emerging players

• Datalex: Datalex offers a NDC-based airline retailing platform focused on offer creation, shopping, and order management, which competes head-to-head with PROS's airModules, shopping, and merchandising products. It targets the same digital transformation mandates at airlines seeking to deploy continuous pricing and personalized offers. Comparable as a niche but credible NDC-era retailing challenger.
• IBS Software: IBS Software is a leading airline IT vendor with a broad portfolio covering passenger services, cargo, loyalty, and revenue management that overlaps with PROS's airline retailing scope. It sells new-generation cloud-native platforms and has been pushing into modern offer optimization. It is comparable as a direct competitor for airline revenue and pricing workloads.
• CellPoint Digital: CellPoint Digital specializes in payment orchestration and NDC retailing for airlines, including ancillary pricing and dynamic offer capabilities. It overlaps with PROS's dynamic ancillary pricing and offer marketing modules and is increasingly part of multi-vendor NDC stacks. Comparable as an emerging player competing for airline retailing wallet share.
• Accelya: Accelya provides airline financial technology including revenue accounting, pricing, and NDC settlement solutions that overlap with parts of PROS's offerings and adjacent ecosystem. Through its FLX and Merkator platforms, it has expanded into offer and order capabilities. Comparable because it serves the same airline customers with finance- and pricing-adjacent workloads.

Direct peers

• Lufthansa Systems: Lufthansa Systems is an airline IT vendor providing PSS (iFM), revenue accounting (NetLine/Plan), and other airline software. It is both a partner (collaborating with PROS in IATA multi-vendor demos for revenue accounting) and a competitor for airline workload placements. As a sister entity of Lufthansa Group, it has visibility into PROS deployments and shapes how flagship PSS-centric architectures compete with PROS modular stacks.
• Amadeus: Amadeus is the leading airline IT/PSS and GDS provider, offering Altéa PSS alongside revenue management, merchandising, and NDC-enabled distribution. It is the most direct competitor to PROS's airline retailing platform, with an installed base that overlaps with PROS's 130+ airline customers and bundles similar capabilities. PROS and Amadeus systems already run side-by-side at customers like SriLankan Airlines.
• Sabre: Sabre operates a major airline GDS and acquired Farelogix to expand into NDC-based offer management and airline retailing, directly competing with PROS's airModules and airTRFX offerings. Sabre's integrated stack combines shopping, pricing, and distribution which mirrors the scope of PROS's end-to-end retailing platform. Both target commercial airlines seeking continuous pricing and modern retailing.
• Travelport: Travelport is a global GDS with a Modern Retailing platform including NDC-X, shopping, and pricing capabilities that compete with PROS's offer creation and distribution modules. It serves a similar airline customer base as PROS for indirect distribution and is increasingly competing for direct-channel retailing workloads. Comparable as a global distribution and merchandising infrastructure provider.

Others

• Zilliant: Zilliant is a B2B AI pricing optimization vendor that competed head-to-head with PROS's pre-divestiture B2B pricing product (now part of Conga) and serves manufacturing and distribution customers. While PROS has divested its B2B business to Conga, Zilliant remains a thematic comparison as another AI-driven pricing player operating in the broader enterprise pricing market.
• SITA: SITA provides shared IT infrastructure and communication services for the air transport industry, including network and messaging services that underlie NDC and EDIFACT data flows PROS relies on. While it does not compete in pricing or retailing directly, it sits at the foundation of the airline IT ecosystem in which PROS operates. Included as an adjacent, enabling participant.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/PROS_Inc
• Facebookfacebook.com/PROSInc
• LinkedInlinkedin.com/company/pros

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles21 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about PROS