In order to maximize revenue and profit, the airline could just fill the plane with full price passengers. But not everybody is willing to pay full price. They could fill the plane with discount passengers, but then wouldn’t make as much money, or even lose money.
So different tickets have different rules. Some are fully refundable. Some require one or two weeks advance purchase, for example.
https://en.wikipedia.org/wiki/Fare_basis_code
https://simpleflying.com/changing-flight-prices-guide/
https://www.cheapair.com/blog/air-fares-101-why-do-airfares-change-all-the-time/
https://simpleflying.com/how-airline-ticket-pricing-works/
If a company needs someone to travel ASAP they’re willing to spend more to send them there vs a family going on vacation. (Some airlines also have bereavement/sympathy fares for people who need to travel short notice due to family death or imminent death.)
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