These intra-California fare gyrations are nuts. When fuel prices soared, fares went from $29 to $39 to $49 and even $59. That was understandable. Then they came back down to $49 and sometimes $44 or even $39. Also understandable.
Then fuel prices started back up. Fares began to change almost randomly. Sometimes $41, sometimes $57, different amounts seemingly every few weeks. Then Southwest had the $30 sale, followed by a week of $30 Ding fares. Then came the amazing $25 fares.
Southwest has been teaching its customers to wait for intra-California fares less than $49, and not to bother booking anything more expensive. In that context, what possible sense does it make to increase the fare from $54 to $59 more than a month in advance?
Southwest's fare sale strategy since June has been uncharacteristically stupid. I wonder if higher-fare and lower-fare factions within Southwest's revenue department are having their own internal fare war: Charge! Retreat! Charge! Retreat!
Having booked virtually everything I need at $25, I'm going to sit out this cycle of higher fares. When ticket purchases fall off a cliff, maybe the lower fares will return.
Edited to add: This $5 increase appears to coincide with a $5 increase by Virgin America. I guess I'll have to make a habit of visiting VX's website to see exactly when their sales end.
