Maybe you saw Michelle Higgins recent airfare story in the New York Times. It asks the burning question:

Buy airfare now? Or wait for better deals?

Let me try to elaborate a bit more on that – but it’s a tough one. Here’s why: as I said in the Times article

“There’s no history for where we are now. As much as consumers are struck trying to figure out when to buy, airlines are struggling to price seats.”

Indulge me a minute – and imagine the airlines as an ice cream shop – that booms in the summer.

The ice cream store is doing well when suddenly – BAM! — the “city” decides it’s time to do lengthy street repairs, right in front of the shop (for who knows how long). Now, it’s difficult for customers to get to the store, and the store has no idea how much ice cream to order. Traffic has slowed, so the store tries everything – 2-for-1 specials, other discounts. Then, another blow: the little league team that used to come in regularly and order all the most expensive treats now chows down on snacks provided by parents.

This is what the airlines are faced with – they have no way of knowing how to price anymore, plus, their best customers – the business travelers – aren’t showing up anymore.

So exactly how much is “too much” to pay for airfare? Coming right up – so keep reading…
Airfare Question with No Easy Answer: To Buy or Not to Buy?