Early vs. Last Minute: How Timing Affects the Price of Air Travel

It’s a question many travelers face: When is the best time to book an airline ticket? 

The answer varies widely, especially according to some travel advisors, who report that clients follow very different strategies to find the best airfares and flight options. 

“We’re seeing two distinct booking behaviors right now: clients either book within a two-week window for travel happening in the next two to six weeks, or they’re locking in longer-haul, high-value trips over nine months in advance,” said Duncan Greenfield-Turk, founder of Global Travel Moments, a Global Travel Collection affiliate.  

Multiple experts agree: Determining when to buy air travel depends on a variety of factors — including flexibility, budget, priorities and comfort level (as well as a healthy dose of luck). 

The Case for Booking Early

According to Peter Vlitas, executive vice president of partner relations at Internova Travel Group, the best advice for most travelers is simple: don’t delay. “You should book as soon as possible to secure the best rate, flight options and preferred seat assignments,” he says. “Later, you may find a better price, but a poor connection will most likely accompany it.”

Susan Catto, head of publishing, Canada at Travelzoo, agrees that reserving air travel well in advance offers lots of advantages. “As a rule, booking travel and accommodations further in advance is cheaper, and some destinations even offer early booking discounts, potentially leading to significant savings for those who plan ahead,” she said. “For longer and more complex trips, especially those involving families or larger groups, booking far in advance significantly reduces both financial and logistical stress, making it almost always the better option.”

Greenfield-Turk said that early booking is particularly beneficial for those with specific preferences or complex itineraries. “Booking early gives access to better availability, preferred flight times and the most comfortable cabin options,” he said. “This is especially advantageous for families or travelers with specific routing needs or preferences.”

For Sarah L. Thompson, CEO and founder of Luxama Travel, early booking is “non-negotiable” during peak periods, especially for first- and business-class seats. “The same applies for destinations with limited lift, like the Greek Islands or parts of the Caribbean,” she said. “Shoulder seasons or destinations with many daily flights, such as New York–London, allow a bit more flexibility. But when we’re talking about bucket-list trips — safaris, milestone celebrations, or honeymoons — I always recommend booking air early to secure the foundation of the journey.”

Still, there may be risks when booking early, Thompson notes. “The downside is that schedules can shift,” she said. “Clients who book too far in advance sometimes face schedule changes or even cancellations. My role is to balance peace of mind with flexibility. For early planners, I ensure we lock in the best cabins and then monitor schedules closely, managing any changes seamlessly on their behalf.”

Busy boarding gates at Chicago's O'Hare International Airport. (Photo Credit: Patrick Clarke)

When Waiting Works

Travelers who aren’t able to — or don’t want to — plan far in advance may still find good deals, according to Catto. “Many airlines and destinations offer unbeatable deals to help them fill up plane seats or hotel rooms at the last minute,” she said. “What they lack in terms of choice they make up for in terms of sheer value, allowing travelers to spend less on getting there and focus their money, time and energy on actually being there.”

“Last-minute deals are an excellent way to have off-the-beaten-path experiences and find hidden gems that you may never have discovered otherwise,” Catto added. “While constraints on destinations or accommodations may be unappealing to some, many travelers find that these constraints actually help them get more out of traveling.”

For Thompson’s high-net-worth clients, convenience often trumps cost. “Many still leave air travel until the last minute because their schedules change frequently,” she explained. “Others, especially families and multi-gen groups, are booking both flights and accommodations much earlier to secure the best connections and premium cabins. It’s very much a split depending on the type of traveler and the nature of the trip.”

Greenfield-Turk, meanwhile, warned that while a lower airfare may be alluring, “more often than not, it comes with limited choice and a premium on comfort,” he said. “As an example: One couple hoping for premium economy seats to Tokyo ended up in basic economy with a two-stop routing, simply because they waited too long.”

Travelers wait in TSA security line at Orlando International Airport (Photo Credit: Eric Bowman)

What to Consider Before Booking

The biggest risk of early booking, Vlitas said, lies in cancellation policies. “If you cancel, depending on the airline's rules, you may not be able to obtain your money back, but rather a credit that you most likely have one year to use, with no guarantee of what the new fare would be compared to the one you initially purchased,” he explained. 

That's why Catto advises travelers to consider the ticket type carefully. "One major caveat when booking airfare in advance: the ever-more-popular ‘basic’ fares that may not allow changes or cancellation at all, even for a fee,” she said. “For peace of mind, it may be worth paying extra for a more flexible ticket when you’re booking flights months in advance.”

Ultimately, the best booking strategy depends on the traveler’s priorities. Those with inflexible schedules, group travel plans or bucket-list experiences in mind should probably book early to find the most options and lock in fares. Travelers with more flexibility and a sense of adventure may find that a tighter booking window could offer exciting opportunities and savings. 

Regardless of when travelers book air travel, those who consult with a travel advisor have an advantage, according to Vlitas. “Advisors know the ebb and flow of fares, airline offers and the tricks of the trade to get the best value,” he said. 

Greenfield-Turk agrees. A travel advisor’s role is “never just about getting from A to B,” he said. “It’s about shaping the journey to suit the client’s travel style, pace and priorities.”

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