I think that since FT is a frequent flyer website, we tend to value FF programs more than lower fares on whatever airlines. As many have pointed out, as an elite, you are entitled to many perks which most FTers value above a few bucks or even a few hundred bucks. For instance, hypothetically, UA is 20 or 30% more expensive than NW on a transpac. PAX has elite status with UA with miles to burn but nothing on NW. He/she would incline to fly UA in hope of using some upgrade instrument or miles that he/she has. That 20-30& is not so bad now that the pax will be sitting in C instead of Y.

Now, if the pax is a non-status infrequent traveler, he/she would have gone with the cheapest one. I knew I did when I was still in school.

drew

For me, as for some others in this thread, status is a key factor - so what I'll pay depends on where I am vis-a-vis status that year. If I need 50,000 miles by the end of the calendar year, it's January, and I can reasonably expect 70,000 no matter what, I might pay a bit for bonus miles and early boarding, but not very much. If it's December and I'm at 47.6 - as they say in the Mastercard ads, "priceless."

In my narrow minded view, travel is always about getting from point A to point B with minimum amount of discomfort. That means attaining some level of elite status each year with least amount of time in transit. I live in a captive hub city, IAH, minimum time in transit almost always mean CO or a Skyteam alliance partner. Yes, I have paid up to $300 more for international ticket to avoid 2 layovers. Domestically, price differences are seldom more than $75. Of course, there are some airlines I will not fly with regardless the price. Life is too short to not enjoy it at 30,000 feet.

As others have said in one form or another, my calculus on how much more I'd pay to fly my preferred airline depends. Factors (generally in order) include:

-How likely it is that I'll need the EQMs from this flight to attain/retain elite status.
-If I already have status, how likely it is that my seat on this flight will be better/more comfortable on my preferred airline than it would be on the other airline (e.g. will I be upgraded or able to pick an exit row vs. being stuck in a middle at the back of the bus).
-If it's a complicated/international itinerary, whether there are short connections, weather concerns or other factors that might raise the risk of a misconnect. Much better being on your preferred carrier when irrops occur.
-If I have longer connections, whether the flight on the non-preferred carrier will connect in an airport where I have club access (since connections on my preferred carrier will nearly always have such clubs).
-Whether I need the extra miles in my account to get to a mileage threshhold for an award ticket.