I have personally found that they fluctuate just like any other airline, and it's usually after 9am on Tuesday of each week that they go higher/lower. I think they probably have low fares for a short time at first, just to get people to bite, and then they go up quickly.
I prefer SWA because of the no bag fees, or any add'l fees for that matter. When I do the math, most of the time they are cheaper. However, back in April, when SWA released their fares for this October, I waited until the end of May to book. I probably would've waited a little longer, but they raised their fares a lot (but did lower them again) and I got worried that I was gonna miss out. Fortunately, after I booked, fares to Orlando came down again and I now have an $82 credit to use within a year's time frame, which works out ok because of our trip in March.
I think it just comes down to personal preference. The fares are USUALLY not that far off, I just don't like the "extras" that airlines, other than SWA, charge its customers. I doesn't bother me that we usually have a small layover somewhere. For our trip in October, we have to stop in St. Louis and change planes, but we are still getting to Orlando @ 1150a local time. On our way back, we are stopping in Houston, but we don't have to change planes.
Sorry for the long winded answer.
I prefer SWA because of the no bag fees, or any add'l fees for that matter. When I do the math, most of the time they are cheaper. However, back in April, when SWA released their fares for this October, I waited until the end of May to book. I probably would've waited a little longer, but they raised their fares a lot (but did lower them again) and I got worried that I was gonna miss out. Fortunately, after I booked, fares to Orlando came down again and I now have an $82 credit to use within a year's time frame, which works out ok because of our trip in March.
I think it just comes down to personal preference. The fares are USUALLY not that far off, I just don't like the "extras" that airlines, other than SWA, charge its customers. I doesn't bother me that we usually have a small layover somewhere. For our trip in October, we have to stop in St. Louis and change planes, but we are still getting to Orlando @ 1150a local time. On our way back, we are stopping in Houston, but we don't have to change planes.
Sorry for the long winded answer.

Hey there - I have a question for you guys about Southwest. Are their fares usually the cheapest when they first come out or does it flucuate a lot like other airlines? We usually fly Delta out of Minneapolis because it's ALMOST always the cheapest and we can get direct flights. But, flights are just soooo expensive for Florida for March that if Southwest is a fair bit cheaper then I'm really tempted to go with them on Monday when fares come out. But I wasn't sure if I should be prepared to grab something on Monday or if I could expect them to stay like that for a little while. I would have the added transportation cost from FLL to POM so they'd have to be quite a bit cheaper to make it worth it. Thanks!