There’s a finite resource of adjectives in the English language, so they must be handled with care - over-use can render them meaningless.
Luxury, for instance, is a possibly the most misused, abused and confused word in travel, admittedly in part because travel firms’ marketing departments tend to have aspirations for their products way beyond their station.

But nowhere is the term more corrupted than in relation to cruise, a problem the industry itself recognises as it struggles to convince a cynical public that a holiday on a ship can be within the reach of just about anybody, regardless of how deep their pockets are.
Find a report in the national press involving a cruise ship, however, and inevitably, it seems, you’ll find the word luxury.
No doubt this is because your average newspaper reader, for whom a cruise ship is seen as a rich man’s ghetto, has, despite what some people would have you believe, an insatiable appetite for stories about miserable people, and newspaper editors know if they’re also ‘rich’ they’ve hit the jackpot.
The Thomson cruise ship Destiny was the latest to fall foul of this journalistic shorthand when a hack who happened to be onboard sold a story to the Daily Mirror about a problem with its plumbing that caused some of its loos to stop working.
“Nearly 1,500 passengers on board a luxury cruise ship have been stranded for three days without toilets,” began the report in what the Thomson press office insisted was a gross over-statement.
Exaggeration about the incident aside, if this 3 star-plus ship - as rated by the esteemed Douglas Ward, author of the Berlitz Complete Guide to Cruising and Cruise Ships - is luxury what does that make ships operated by the likes of Crystal Cruises, Silversea and Regent Seven Seas?
No wonder cruise lines like this, with their fully all-inclusive packages, cordon bleu cooking and almost one to one passenger to crew ratio, have taken to describing themselves as deluxe or ultra luxury and in the mythical and not officially recognised by anyone six star bracket.
A seemingly indelible fascination with all things nautical stemming from the UK’s seafaring heritage and cruising’s status as still being something out of the ordinary are always going to make tales of over flowing toilets, mass vomiting brought on by a norovirus outbreak and the odd man overboard great headline grabbers.
Cruiselines do get frustrated about sensationalisation but the press knows the one thing they’re unlikely to complain about is being lauded, however inappropriately, as luxury.
Just like the ‘victim’ of a kiss-and-tell is unlikely to complain about his sexual prowess being akin to a cross between a pneumatic drill and a stud farm stallion when his, or her, personal life is plastered all over the papers.
Maybe salvation from this nonsense can only come in the form of EasyCruise, run by the prince of all that is orange-coloured and budget, Stelios Haji-Ioannou, which some might suggest would stretch journalistic licence to breaking point if it was ever to be described as luxury.
Lee Hayhurst, deputy news editor