Getting noticed in the ever more crowded field of luxury and lifestyle hotels is very, very hard. There are of course deals, such as fourth night free, room upgrades, free breakfasts and spa credits. But, what about people who aren't just looking for a deal? Hotels try everything from bringing in a Michelin chef to a popular food truck for a pop-up restaurant. In the spa, the more obscure the better. You'll find treatments using everything from chocolate to caviar and stuff you wouldn't want to read about if you happen to be sipping a coffee. And a normal butler is no longer enough. Let's try a bath butler, or a technology butler, anything to get a bit of PR. Whether most of these things actually are of interest to travelers is up for debate.