In 2003 low cost operators were responsible for 23% of all US air traffic. However, discount carriers are now finding that they are having to compete on more than just price as customers are demanding higher levels of comfort and entertainment. This has led to the ‘discount diva’ — a customer who has sophisticated tastes in relation to airport and in-flight services, but expects bargain basement prices too. An example of this is Virgin Blue in Australia (a low cost airline) which offers low cost travellers access to exclusive Blue Room pay as you go airline lounges.