If you book online with a legacy carrier (e.g. AA, DL, UA, BA), it’s not possible to have more than 9 people on a PNR. With some airlines the maximum is 7. If it’s a low cost carrier, then this may be different.
If you book directly with the airline as a group booking, the discounts I have read about are not especially significant. You typically gain flexibility in that you can substitute names up until a certain date.
For 10 people, I would call the airline and get a quote but also negotiate with a travel agent. A travel agent can put multiple bookings on hold without you having to pay immediately. The travel agent could generate multiple PNRs with each set of people in the lowest available fare class for each booking.
There is no possibility to trick the booking system by performing multiple bookings “simultaneously”.
Typically, the airline will give you better pricing for amounts over 10.
I recommend contacting the airline directly, to at least find out what they would offer; a usual offer is at least 1 in 20 free (=5%), up to 1 in 10 free (=10%).
Credit:stackoverflow.com‘
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