A few years ago I was asked to speak at a conference in New York. ‘Where would be the best place to stay?’ I asked my assistant.

‘Well, you’re booked into The Trump SoHo’, she said, careful to pronounce the capital H.

‘Are you completely deranged? Do I look like a man with a craving for gold taps and Swarovski-encrusted towelling robes?’

‘The conference organiser has booked it.