As low cost services spread across the world, so too does the appeal of the opposite: high-cost, high touch exclusivity and personal pampering. For some, low cost fares leave extra cash to splash out on expensive hotels, while for others business and first class cabins are the new hotels. Hence we’ve now got business class only planes and business class only air terminals. And, of course, the more travellers get used to luxury, the more of it they want, which leaves them with something of a dilemma. How to set yourself apart from everyone else when almost everyone else seems to have exactly the same idea?