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Airlines are making the difference between coach and first class seats even larger when it comes to price and comfort.Airlines are making the difference between coach and first class seats even larger when it comes to price and comfort. By making the first class traveling experience even more luxurious, and eliminating or charging for snacks, pillows, blankets and eye shades in coach, some airlines are focusing their investments on customers who are more concerned with being comfortable when they travel, than how much it is going to cost. Coach seating has reportedly been made smaller on some airlines, by a combined 5 inches, giving passengers less space to stretch out. The price of a seat in first class is up to ten times more than the price of a seat in coach. Bijan Vasigh, from the Business College at Embry-Riddle Aeronautical University said: “Competing based on price is destructive for the industry. The most important thing for the airlines is to distinguish their service in order to gain more loyalty.” Airlines are competing to make their first class ambiance unique. For example, American Airlines uses wooden paneling, and Virgin America first class has purple mood lighting and trance music. What do you think about the changes that airlines are making to the first class and coach travel experiences?