He said his firm would put in place an "attractive" fare structure, including a 15% reduction in standard tickets and new categories of fares, including a new class between standard and first.

BBC: UK Politics

In 2010, it introduced a whole new travel class, called standard premier, which is priced between standard and business class.

CNN: Eurostar imitates airlines to stay on track

Passengers in the new section get a standard coach class seat that offers 50% more recline plus four additional inches of legroom and complimentary cocktails.

BBC: Flying in the fourth class

Investment, consulting and project management company Vicon wants to redevelop the castle itself as the "centrepiece" of a development that proposes "a world-class championship-standard 18-hole golf course, clubhouse and educational golf academy, new whisky distillery, homes, retail and a food and drink centre of excellence".

BBC: Loudoun Castle

Or when Virgin Atlantic set a new standard in air travel, offering manicures, massages and limo rides to the airport for first-class passengers and giving economy travelers seat-back entertainment systems with a choice of movies and videogames.

FORBES: Red Baron