This is a well known marketing issue. However, you must be able to deliver to the expectations of the more elite crowd. For instance, a first class passenger on a flight may spend 10x more than a coach passenger yet both arrive to the destination at the same time. However, the 1st class passenger is given a better experience. A bigger seat, more privacy, more storage, better meal, free drinks, lounge at the airport, earlier boarding, first off the plane, etc. Some people only care about getting to the destination while others also care about the experience in getting there.