I had called SW to find out when fares were opening up for Thanksgiving, knew that was today, and was on at 5:30 a.m. to book flights. I HATE traveling at peak times with airfares jacked up so high and little to no flexibility on when we can travel (school schedule and not wanting DS to miss college classes). There are just too many people competing for seats and I knew even being on at opening day I was not going to get what I consider reasonable prices. DH and I aren't going, but my brother and his family and my parents are going to be in Orlando Thanksgiving week and invited any or all of us. We thought it would be fun and really special for DS 19 to go and see his 21, 24, and 30 year old cousins (special thing to do and now that everyone is grown we just aren't planning trips together the way we used to.) He attends community college and lives at home, otherwise we'd go too just to see him or all stay home.
Unfortunately DS with his school schedule only has Wed/Thur/Fri and the weekend off. I knew flights would be high and was willing to pay up to $600 round trip, way more than what I can usually get to Orlando. I can usually get a round trip to Orlando during spring break for about $160 each way (round trip around $320), but to fly out Wed. at 9:30 a.m. before Thanksgiving it was $239, and to fly back Sat. at 7:40 p.m. after Thanksgiving I paid $279. So my round trip cost was about $518. I was OK with this trip and these flights as they were under my $600 max and still give enough time for a quality visit. I really wanted a Sunday return, but was not willing to go that high price wise. A flight back from Orlando to St. Louis was $445 one way for the cheapest one. So doing that would have brought my round trip cost to $684 -- OUCH. On other airlines those days (wed. and Sunday) (and no direct flights like I can get on Southwest) fares were over $800 and those were awful times.
Traveling over the Thanksgiving and Christmas holdiays to popular vacation destinations is just horrible in terms of bang for the buck. I really try to avoid holiday travel and do spring break and summer trips and family visits instead for that very reason.