Vayant Travel Technologies, a B2B air fare search company, was acquired by Houston-based PROS Holdings, a cloud software revenue management company, in an all-cash transaction of $35 million.

PROS said in a statement Vayant’s SaaS shopping, pricing and merchandising technology complements its own “modern e-commerce techniques,” including dynamic pricing and revenue management solutions that deploy artificial intelligence.

The 32-year-old PROS said the combined technologies will help travel companies deliver more personalized offers and expanded choices to their customers.

Vayant, based in Sofia, Bulgaria,  was founded in 2007, funded by a group of private investors and venture capital firms including Neveq and Cape Capital. It was featured as part of tnooz’s TLabs Showcase back in 2010.

In 2013, Lufthansa became a customer of Vayant and, the following year, made an investment in the company. The amount was not disclosed.

Vayant’s other airline customers include Austrian Airlines, Air Europa, Swiss and Air Baltic. It recently signed a new agreement with Air Seychelles.