It had always been the great British festival way: greasy burgers and warm beer, retch-inducing toilets and the descent into dishevelment as roughing it takes its toll.

But a generation of festivalgoers has emerged who are willing to splash the cash to inject luxury into the experience. This summer, there are signs the under-pressure industry is ramping up its offer, from gleaming private toilets and “pamper parlours” to fine dining, hot tubs, saunas and even a “cold waterfall drench” to keep refreshed.