In the ever-competitive race for loyal customers, however, many properties, especially luxury and boutique hotels, are now getting creative with the wake-up call, he says. Some boutique hotels even have recordings of celebrity voices.

Personalizing the wake-up call, Chekitan Dev, an associate professor of marketing and branding at Cornell University’s School of Hotel Administration┬ásays, is an “opportunity to make that one additional brand impression.”

“To recapture that opportunity, I expect that more hotels will go back to the old in-person system of wake up calls,” he says.

Photo Credit: Boston's Liberty Hotel leaves a surprise for travelers alongside an alarm clock. Carly Lesser / Flickr