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Traveling with pets is much more fun than it once was.  In the past, hotels merely tolerated your furry friend—and they may have stuffed you in a smoking room on the top floor, far away from other guests.

Not anymore! Countless hotels now offer special packages to pamper your pet, with as many amenities for dogs as humans. Pet massages, plush bedding with 300-count sheets, bone china dog bowls—you never know what you’ll find at a luxury hotel now that they’re competing for Fido’s business.

According to MSNBC, a recent survey revealed that 56 percent of pet-owning American’s travel with their cat or dog—and almost half of people who leave their pet at home when traveling report feelings of guilt.

But why such opulence—and during a recession, no less? Andrea Arden, pet expert for the Today show explains, “With the economy in bad shape, people cut back on their own luxuries, but not on their pets. For many, indulging their pet is more rewarding than indulging themselves.”

Dr. Ian Yeoman, a futurologist specializing in tourism, suggests the industry needs a radical strategy for the future, and luxury pet tourism may be the way to go. Mexico’s exclusive Las Ventanas al Paraiso, Dr. Yeoman points out, offers a special pet program and menu that rivals the program for human guests; and business is booming. Not a bad strategy considering the decline in global air travel and overall industry slump.

Whether you opt for a posh resort or a budget hotel, remember the phrase “pet-friendly” has taken on a whole new meaning. Even at a Howard Johnson, you just may get a late-night knock on the door offering turndown service for Fluffy.