The introduction of a la carte pricing has given airlines the chance to address a persistent problem: how to differentiate between full-fare and sale-fare customers seated side-by-side in coach class. Though fliers with expensive tickets can't always snag a first-class seat, airlines can now waive a host of fees to help differentiate the travel experience. From reservations to boarding to onboard service, American Airlines VP Dan Garton says his company is trying to make travel easier for high-revenue customers.

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