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(CNN) -- While Europe's price war wages between flagship carriers and their budget rivals, some airlines have decided to leave the fray.
Instead of cutting costs they are pampering passengers.
Lufthansa's recent launch of what it touts as the "world's first dedicated terminal to first-class passengers," at Frankfurt airport, exemplifies this and follows Cathay Pacific's own lounge at London Heathrow Terminal 3.
Some of the larger carriers are hoping that a touch of luxury will distance themselves from cheaper rivals and move the experience of flying away from one key factor -- price.
"We are further extending our ... position ... in the premium segment, while other airlines are withdrawing from (it)," said Wolfgang Mayrhuber, CEO of Lufthansa, in a statement.
From wireless Internet access to gourmet food, both the Lufthansa and Cathay lounges are pushing similar concepts, which they hope will entice high-yield customers.
This includes personal living spaces that are just like people's homes, as well as interiors inspired by the East -- "Zen" minimalism for Lufthansa, and "Asian elegance" for Cathay.
"We would like to create an environment similar to that of a journey by private jet. Top service for top customers," Mayrhuber says.
With crowded airports, busy airline desks and long delays for security checks, these airlines are also trying to bring back an element of pleasure into the flying experience.
Check out Lufthansa's chauffeur-driven Porsche or Mercedes Benz that takes you directly to the aircraft. There is a cigar room and you are alerted by pager when its time to go -- they hand you one when you arrive.
Lufthansa's focus on first class has been noticed. In the latest listing of best first-class airlines by Forbes magazine, it came in second with Air France and Singapore Airlines. Emirates was first.
But it does not come cheap -- it cost Lufthansa $40 million to build the first-class terminal, and ticket prices are more than $13,000 for a first class ticket to Tokyo.
This development comes at a time when fewer airlines are pursuing the premium class flyer.
British Airways dropped its first-class option on six international routes last year. Air New Zealand is phasing the concept out and Continental has created a hybrid called Business First.
A new twist in luxury could arrive when the Airbus A380 takes off, with more space to pack in fancy facilities.
But some expect airlines will want to pack in the passengers in order to foot the bill for their eventual roll out.
