United-Initiated Airfare Hike Attempt Fails Over Weekend

That was quick. United Airlines hiked fares – up to $10 round-trip – on Wednesday (July 2) but by Saturday the hike was dead.

How United’s Hike Began and Ended

Times indicated are eastern daylight.

  • July 2: United raises airfares at 8 p.m.
  • July 3: American/US Airways matches the hike at 4 p.m.
  • July 4: Delta joins in the matching at 10 a.m.
  • July 5: United rolls back prices at 5 p.m.
  • July 6: American/US Airways and Delta roll back at 5 p.m.

What prompted the rollback is not entirely clear but it seems likely that United felt there was no appetite – meaning enough consumer demand for airfare at the higher prices – to sustain a hike.

Airfare Hike Chart July 2014


Published: July 7, 2014