Why hold back on X Class?

Why do VA frustratingly hold back on loading X and Q Class when making flights available 11 months prior? In particular MAN MCO for July/August 2014. There are many people looking to book but there is simply no availability at acceptable fare levels. What makes the situation worse is that VA will probably flood the market in a few months time with Sale fares for this route and period that undercut the X fares many people would have been happy to pay.
This confuses the market and dispels the theory that the earlier you book the lower the fare you pay. Also if one commits to a higher class fare and VA subsequently brings out a "sale" one is not allowed to switch and make the saving.
Can VA consider a more honest and open approach to booking classes that rewards those who are prepared to commit to book at the earliest possible opportunity?

I understand your frustration, but I think two words are the reason, particularly for the dates of travel you mention: School Holidays.

I know the high fares for next year (particularly in school holidays) has been debated on here recently. On one hand I can't blame Virgin for trying to sell higher fare buckets - it is a business after all. That said, I agree that people who are prepared to pay their hard earned cash at T-330 days when the tickets are released deserve something.

I'm not tied to school holidays (no children), but can understand the annoyance of parents who want to take their children on holiday, but see the price hike up whenever it is the school holidays.

I was reading a thread on Flyertalk about this only yesterday.

The theory there is that people who book as soon as flights go on sale - "worrywarts" as they were described - are seen as easy pickings. Because there'll always be people who like to book as early as possible, airlines can charge them higher fares knowing they'll still pay. And why shouldn't they - they're businesses out to make a profit, not some sort of community co-operative out to give everyone a cheap holiday.

The general consensus (for airlines in general, not VS specifically) was that, sales notwithstanding, you tend to get the best prices between 6 weeks and 4 months prior to travel as that's when the majority of people book and the airline's looking to fill the flight.

So the answer to your problem is to wait, if the fares are too high now. Is there a particular reason why you have to book now for next summer if, as you say, prices are likely to come down in future? Why pay more than you have to?

This confuses the market and dispels the theory that the earlier you book the lower the fare you pay.

But it is just a theory that booking early = lower fares.

Also if one commits to a higher class fare and VA subsequently brings out a "sale" one is not allowed to switch and make the saving.

But would you pay the extra if the price went up?

But would you pay the extra if the price went up?

Good point
I book my flights as early as I can if the price is what I am willing to pay. After you make your booking as I think Tontybear himself said something like this in a different thread "don't check the price once you have made your booking"
And I believe Joeyc said "rule of travel - the person sitting next to, in front or vegi d you probably paid less than you"

Wouldn't it be wonderful if a business sold us its product at a price of our choosing? And I wonder how long it would last before going under. Perhaps it would work, but most likely not, and then you've still got to contend with what people are willing to pay, and if a business handed that choice to customers generally, then it doesn't take a genius to know that's not a good model.

I think we all place a different value on the same product, for some of us that value is higher than others, so some are willing to pay more dependent on the perceived value, whilst others want everything for the lowest cost all the time. A smart business therefore manipulates its product price from time to time to appeal to a wider range of customers with varying degrees of perceived value for their product. That said, it still gets to choose its prices and customers are free to decide if they want to buy, or wait for a better deal, or indeed check out the competition.

I'm someone who tends to book my flights early, and whilst I don't necessarily have a specific figure in mind, I have a 'ball park figure' which is a reflection of my perceived value. If the price is in that region, give or take a few pounds, I'm going to buy. For some things I might shop for, I might monitor the price a little longer and look for fluctuations to secure a lower price, but again it's about perceived value.

So last year I booked flight for YVR for July this year in PE. The price was what I was expecting to pay so I happily parted with my cash. Later I was looking to upgrade, and the price I was offered seemed reasonable to me so I did. A little later I checked the prices of my trip and the Z fares had dropped, by a considerable amount. But you know what, I was happy with what I paid and had no cause to be unhappy. I was a bit disappointed, but still happy. Because it's really all about perceived value.

I guess what I'm saying is that if you're not happy to pay what you've been paying at the usual time you buy, change your strategy, because I'm certain VS isn't going to change theirs.

I fell foul of this today. I was looking to book 2 revenue and 2 reward seats to LAX July/Aug next year in PE. Having donw a dummy booking the rewards were available and the PE fare was reasonable.

I rang the flying club to book. When the Agent locked in the rewards the return flight jumped by a £1000 (each) as booking the reward cleared the current loaded discount bucket.

The nice Agent has given me a 72 hour hold on the rewards, so I'm hoping more low fare bucket seats appear in the next couple of days (the return flights did only load today, so they may not have loaded all the quota's ???)

Ouch! Hope the price drops again for you.

Ouch! Hope the price drops again for you.

They did, this morning. So all booked now.

The nice bit was that there is a reward economy sale, so 2 x PE rewards was 50000 miles plus 2 AMEX upgrade voucher. (nice saving of 50k miles for next year )

By holding out for higher advance fares VA is losing bookings that cannot be recouped.. In the past few days I've had several clients switch from seats held with VA (MAN/MCO) to the Thomson (Dreamliner) service.. today alone 8 pax changed to this service saving over £150 per seat. This is not some tatty old charter service but (batteries aside!) a more modern aircraft with better legroom than offered by VA. Smart marketing is one thing arrogance another.