Companies in the airline industry have many ways of differentiating themselves. One way is through providing the consumers with a variety of different services such as food, on board bars, and good quality flight attendants. Another way that airline industry competitors differentiate themselves is through providing various types of up to date technologies, such as Virgin America airways. Most airlines also offer various perks for flyers who pay top dollar, the different perks that each airline offers is also an example of differentiation such as more room or luxury. This website shows various articles on the things that airlines are doing in order to differentiate themselves.