AirAsia has announced plans to set up a low-cost airline in a partnership with Japanese e-commerce giant Rakuten in an attempt to tap into the Japanese air travel market. Though tourism into Japan continues to rise, outward travel from Japan is currently 3.3% down year-on-year.

While the masses in economy tuck into another metallic container of disappointing curry and rice, airlines are investing in higher quality in-flight meals for premium customers – upgrading the presentation as well as the content, to improve the mile-high dining experience.

Fresh flowers, chandeliers and Michelin-starred food – the image conjured is one of a luxury hotel. A plane journey – synonymous with discomfort and boredom – is certainly not what springs to mind. But for those who can afford to fly with Qatar Airways, this is exactly what they'll experience.

With a decrease in amenities, regular delays, and high-profile stories about bad customer experiences, air travel has lost some of its historical glamour. But can Americans’ fondness for flying be reignited? Or will the nation’s other great love – the road trip – continue to reign supreme?