But for those who are set on having the best at 30,000 feet, it's good to know which airlines to choose.
For 15 years, the World Travel Awards have been selecting the "World's Leading Airline" for flying first class.
Etihad Airlines has won every year since 2008, including 2012. But the eight other nominees have great things to offer as well.
You'd be hard-pressed to find better service, better food, or more comfortable settings than in the first class cabins you're about to see.