I don't feel giving a discount on the airfare is paying people to go on a holiday when you add up the rest of the costs involved.
I recently looked at car hire which has doubled in price in the last 12 months. A 3 day car hire in Cairns would set me back $500 compared to the hotel which was only $330. Airfares on sale are normally around $150 per ticket and are currently around $200 depending on dates so not much of a saving if they drop 50%.
