Never heard of the Alaska Airlines Price Guarantee? Here is what you need to know.
If you read this website with any regularity, you know that Alaska Airlines is my airline of choice. Partially this is by default (I live in Seattle and SEA is their hub), but also my experience is that Alaska Airlines is the best domestic carrier out there. Their crews are always professional and friendly, their loyalty program is top notch, and their customer service is wonderful. But, they are NOT always the cheapest option.
However, I utilize a tool that has saved me hundreds of dollars over the past couple of years.