Now, finally I want to consider the psychology underpinning the traditional holiday hotel industry. As a hotelier, how do you go about attracting people to give up the security of their own home and entrust themselves sustaining in a completely strange place and sleeping in an unfamiliar bed? Firstly, hotels exploit people's need to escape the predictability of their everyday lives. For a few days people can pretend they are free of responsibilities and can indulge themselves. Secondly, there is something very powerful in our need to be pampered and looked after, it's almost as if we return to being a baby, when everything was done for us and we felt safe and secure. And not far removed from this is the pleasure in being spoilt and given little treats, like the miniscule bottles of shampoo and tiny bars of soap, the chocolate on your pillow at night, and we actually forget that we are paying for it all.