On Singapore Airlines, you can stretch out on a flat bed in pyjamas designed by Givenchy, the French fashion house. Rival Air France thinks its museum-like interactive art display of national treasures will act as a different kind of lure.
在新加坡航空(Singapore Airlines)的飞机上，你可以身穿法国时装品牌纪梵希(Givenchy)设计的睡衣，舒展地躺在平坦的床上。其竞争对手法国航空(Air France)则认为自己博物馆般的国宝互动艺术展具有别样魅力。
Over at Emirates you can have your own personal bar – and take an in-flight shower. Meanwhile, on Airbus’s A380, the world’s largest passenger jet, it is possible to board directly to the top of its two decks, avoiding even a glimpse of hoi polloi below.
乘坐阿联酋航空(Emirates Airline)，你不但享有私人酒吧，还能在飞行途中冲个澡。此外，在全世界最大的喷气客机空客(Airbus) A380上，乘客登机后可直抵双层机舱的上层，连一眼也不会被坐在下层的普通民众看到。
These are just a few examples of the “extras” that airlines and aeroplane manufacturers are offering in their quest to tempt back elusive first-class and business passengers.
这些只是航空公司和飞机厂商为挽回那些难以俘获的头等舱和商务舱乘客，所提供“额外服务”的几个示例。
According to Iata, the airline industry’s global trade body, premium travellers – in first or business class – have fallen from 9.5 per cent of total passengers before the financial crisis in 2007 to just over 8 per cent.
根据航空业全球组织国际航空运输协会(IATA)的数据，高端乘客（头等舱或商务舱乘客）占总乘客人数的比例，已从2007年金融危机爆发前的9.5%，降至8%出头。
The variety of extra touches on offer, though, almost smacks of desperation.
然而各航空公司提供额外服务的种类之繁多，让人几乎闻到了绝望的味道。
If you fly first-class with British Airways, flight attendants will fluff up your pillow and provide you with a pre-ordered nightcap before you slip into a two-piece sleeper suit.
如果你乘坐英国航空(British Airways)的头等舱，空乘不但会把你的枕头拍得膨松，还会在你套上两件式睡衣前，为你奉上提前点的睡前饮料。
Such attentiveness helps to underpin the premium that the most status-conscious pay for their tickets. For instance, first-class passengers flying BA from London to New York next month might pay £3,000 for a return fare, versus almost £2,000 in business and £1,000 in premium economy.
如此周到的服务，有助于支撑起那些最注重身份的人士为机票付出的额外高价。比如乘客若在6月乘英国航空班机从伦敦飞往纽约，头等舱的往返票价大概为3000英镑，而商务舱为近2000英镑，高级经济舱则为1000英镑。