Our industry is awash in “luxury". The word, once the exclusive domain of the few, is now being enthusiastically claimed by brands with whom, just a few years ago, you'd never make the association.
When the likes of easyJet holidays launches a "Luxury Collection", or Jet2holidays pushes its "Indulgent Escapes" line, it begs the question – is this democratising the concept for the masses, or simply diluting a once-meaningful term?
