Many Refuse to Fly Without Discounts

With their constant fare wars, airlines have painted themselves into the same corner that’s trapped many retailers: Consumers won’t buy unless they see a “sale” sign, travel-industry experts said Monday.

Intense competition among the airlines, which collectively lost $6 billion over the last two years, still prompts one carrier to start offering huge discounts other airlines are forced to match.

Northwest escalated the latest price battle Sunday, saying it will cut fares to its five European destinations by as much as 44%. Tickets must be purchased by Sept. 4 for travel between Nov. 1 and March 31, 1993.

United, Trans World Airlines and Delta generally said they will match the cuts in competitive markets.