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Looking at the recent $30bn valuation of Airbnb, it might seem a funny time to launch a new hotel chain. But as many an obstinate hotelier will tell you; they do cater for a slightly different market. Luxury hotels in particular haven’t had too much to worry about. Theirs aren’t the type of clientele to jump ship for the sake of fifty quid. Still, such ubiquitous competition has forced even the most established hotels to up their game.

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