Niels Pedersen of Supranational Hotels, which represents 1,100 hotels in 75 countries, has urged Europe’s five-star resorts to maintain their high prices this summer, and so discourage “the wrong sort of people” from sullying the marble.

“Once superior hotels reduce their standard tariffs below 30% — and many cut them to 50% in a panic bid to fill their rooms — the clientele they attract via web portals can do harm to the image of the property,” he said.

“It’s about a person’s inner values of self-esteem and self-confidence. The key test for the wealthy is whether their children will meet the right kind of people.”

Igor Jovicic from HotelClub.co.uk, which offers discounted accommodation over the internet, disagreed: “Our customers book luxury hotels at huge discounts, but we’ve never had any complaints about their behaviour.”

However, Brett Perkins, from the Dorchester Hotel, in London, said that high class and low prices were incompatible bedfellows. “We attract a wide range of guests who regularly stay at the hotel because of the consistently high levels of service and comfort — which the Dorchester does not compromise on.”

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