Book earlier, keep your direct flight.

Our new research turns the reason for booking early on its head. Some key insights:

• On the world's busiest routes, the direct flight was the cheapest option 71% of the time when booked five weeks out, but only 50% at one week out.

• Booking late doesn't just cost more, it quietly rebooks travellers onto a connection they didn't choose.

• The strongest nudge to push business travellers to book early isn't "save money," it's "keep your direct flight."

Sound interesting? Download to see our full research.