Beijing’s crusade against corruption claimed a linguistic victory yesterday when state-owned China Southern Airlines said it would change the name of its first-class cabin to business class, an apparent ploy to win back government officials who are banned from travelling first class in China’s age of austerity.

President Xi Jinping’s campaign of abstemiousness has dealt a serious blow to a range of industries, from high-end banqueting to top-price travel, and made it dangerous for public officials to flaunt the luxurious lifestyle to which many had become accustomed.

The airline industry appears to be following the Chinese hotel industry in banking on a name change to cushion it from criticisms of excess. Last year more than 50 Chinese hotels asked to have their five-star ratings downgraded , as they attempted to regain business from chastened Communist party officials.