There are dozens of websites offering to locate the lowest fare on your airline tickets. I think we'd be hard pressed to find someone that has not at least consulted one of these sites prior to booking a business trip or vacation.

Most people see the fare price and then decide whether or not they can make concessions such as time of day, number of stops, airport distance, etc. Once those choices are made, the consumer makes the purchase believing the 'travel cost' has been taken care of.