There is no paying for a pillow and blanket in this part of the world! I found this article about how the airline industry in Asia is responding to current economic challenges quite interesting. As a potential customer, I would love to be catered to in this way.
Some recent upgrades added include:
new high-end seats
serving organic food
beef and chicken raised organically at airline’s own ranch
new cabins on long-haul flights
new first and business class lounge in Kuala Lumpur
home wine delivery service
choosing from at least 21 movies, rather than the current 18
The world’s airline industry will lose a combined $11 billion this year and $5.6 billion next year, according to the International Air Transport Association, and carriers across Asia have not been immune from the downturn. Like airlines in Europe and America, Asian airlines have had to ditch routes, shed staff and scrap aircraft orders. Some are shrinking the number of seats in first and business class, where demand has fallen off particularly steeply.
But the tradition of perks has remained sacrosanct in the region — and is likely remain so, analysts say. Outside of mainland China, Asian airline passengers expect top service — because it is part of the region’s cultural makeup, and because no-frills, budget carriers are not as established here yet. For many carriers, the top end of the market makes up a huge part of revenue, and none can afford to be the first to cut corners when it comes to service levels.
“Asian airlines have been very reluctant to start going down the track that the Americans have gone,” said Peter Harbison, chairman of the Center for Asia Pacific Aviation, a consulting firm based in Sydney.
Born Curious 
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