cityprofessional: though you’re probably correct in your speculation that the number of travellers has not improved significantly since last year, loads reportedly have improved as airlines cut capacity and delay fleet deliveries.
British Airways and others have, perhaps even more significantly, reported a slight improvement in premium cabin loads, which should be helping to bolster fares.
Your mention of the current BA industrial action is relevant, however so is that of Lufthansa, TAP, Air France et al, the combination of which is probably catalysing something of a stasis in terms of promotional activity across the industry.
So whilst British Airways might be expected to go into a ‘sale’ if and when the cabin crew dispute is fully played-out, they may be reluctant to do so as they seek the potential opportunity to attract higher-margin business from customers moving away from other IR-affected carriers.
The advice would probably therefore very much depend on your own personal circumstaces; if you need to be somewhere and you can see availability that meets those needs at a fare that you can justify, then book it.
If your travel is discretionary and/or your dates are flexible, then keep trawling the net – both agency and airline sites – and speak to a couple of specialists like Trailfinders regularly too. Just be prepared for nothing happening and you ending up not travelling at all.
One tactical thought would be, if you wanted to book before the end of the month, to find a friend/colleague who has an unused discount code issued to those who booked BA flights during the last sale. These 15% off codes can only be used when the nominated recipient is logged into their BAEC account, but they are then free to use the one-time only code for any passenger they choose. On that basis, BA to SIN/BKK would work out at a shade over £2000 in Club, and a little more than £3900 in First for select dates over the Summer and on into the Autumn.