I would be willing to wager that most of the traveling public simply buys whatever airfare suits them best to get from Point A to Point B, and probably back to Point A. Whether it be the ever-popular nonstop, the obvious geographic connection, the shortest connecting time, and/or simply the lowest price, most people don’t really think outside the box when it comes to booking tickets. The carriers rely on the fact that customers will simply select from among the first few options they see when booking online; as such, there have been PR battles and even lawsuits over what order online travel booking sites list certain fares and airlines.
What you may not know is that fare rules (you know, those long-winded, multi-page things full of legal mumbo-jumbo you never read before clicking the box saying you agree to them and purchasing the ticket) many times have built-in flexibility that’s just waiting to be utilized for maximum effect, even on the cheapest fares…