You'd think the airlines would wise up and give travelers who pay full fare something extra. Thanks for letting me vent. This is a frustrating experience, both for domestic and international travelers. Some airlines are trying to do something about it. Domestically, United offers extra legroom for full-fare frequent fliers.
Fares are the same as for unrestricted full-fare economy.
Virgin Atlantic has had a full-fare economy cabin on its routes between the United States and London for several years. As far as I know, no U.S. airline has anything equivalent. You've mentioned coupon booklets for older travelers in past columns. Most airlines don't allow older travelers to bring a companion of any age at the same price. And US Airways lets you take up to two grandchildren along using its senior coupons.