PLEASE CORRECT ME IF IF YOU HAD A DIFFERENT EXPERIENCE ANYONE !!
This is my experience with adoption rates on airlines. We traveled 6 times to Guatemala. Each time I tried adoption rates on all the carriers that offered them Adoption rates for the most part were 50% off of RACK RATE. That being said, most of the rates you see online on any of the travel sites - expedia, travelocity, etc.. are already discounted by 50% or more. So I ALWAYS got a better deal either calling the airline direct and telling them my situation and them helping me find the best rate or by going on one of the many travel websites.
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Hope this helps and take care!