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 says, 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