Harriet Levy paid $179 for a recent round-trip flight on American Airlines between New York and Fort Lauderdale, Fla. Sitting just one row behind her, Shirley Harrison paid $215. A few rows back, Ellis and Dianne Traub paid $317 each. There were at least 12 fares on the flight, ranging from $169 to $360.
"There's no rhyme or reason to it," Harrison said.
Fares can fluctuate significantly in just a few hours. One Delta flight from New York to Los Angeles jumped from $755 to $1,143 from a Friday to Saturday in late April, then fell to $718 on Sunday.
The flight was one of a dozen The Associated Press tracked over three months for a July 16-22 vacation. The No. 1 finding: Avoid booking tickets on weekends. It's the most expensive time to buy.
There's no way to guarantee the best fare. But before booking, travelers should heed this additional advice:
- Book on Tuesday, Wednesday and Thursday. That's when airlines most often offer sales.
- Buy in advance, but not too early. The best time is four to six weeks before traveling. In general, prices for any given flight are highest eight to 10 weeks and two to three weeks in advance.
- Embrace social media. Airlines are giving more benefits, like exclusive sales, to travelers who interact with them on Twitter and Facebook. Those specials are often gone within hours.
- The so-called discount airlines — JetBlue, AirTran, Southwest and Frontier — adjust their fares less frequently than other airlines, so you can feel more confident locking in a price. But their prices aren't always the lowest. Researching multiple airlines' fares is the only way to get a good deal.