five-star

In Switzerland, which has long cultivated a reputation for understated luxury, the number of five-star hotels is increasing faster than any other category.

American guests in particular, Swiss hoteliers say, expect the full five-star treatment, including 24-hour room service, so that they can order food in the middle of the night.

But the five-star offer comes with a hefty price tag, so where does that leave those who are not billionaires?

Stays at Swiss five-star hotels make up around 8% of all overnights, but the guests in them contribute at least 25% of Switzerland's total revenue from tourism.

In exchange, guests who come to five-star hotels also contribute a good deal to the rest of the economy, spending lavishly in the Michelin-starred restaurants and boutique shops that are also becoming a feature in a number of Swiss alpine resorts.