There is certainly room for economy‐class travelers to make their trips more pleasant. A travel pillow might improve comfort. In this study, the comfort expectations and experience of travel pillows were examined. Comparing these 2 aspects indicated that it is not always possible to predict the comfort experience associated with a product based on a picture, and that there is a discrepancy between expected and experienced comfort. Experienced comfort is highest for travel pillows that restrict head movements in all directions in order to maintain a neutral posture. The results of this study also support earlier studies that suggested that discomfort experience can be predicted by observing the number of participants’ in‐seat movements; more movements result in higher experienced discomfort.