Holiday Inn, operator of over 4,000 hotels worldwide, will begin to offer a free five-minute "human bed-warming service" at its London Kensington hotel throughout next week.
If requested, a willing member of hotel staff will jump in your bed, dressed head to foot in an all-in-one sleeper suit, until your nightly chamber warms up.
Holiday Inn spokeswoman Jane Bednall described the plan as something like having a "giant hot water bottle in your bed."
Dr Chris Idzikowski, director of the Edinburgh Sleep Centre, said the idea could help people get off to sleep, as cold beds inhibit slumber.
"Holiday Inn's new bed warmers service should help people achieve a good night's sleep especially as it's taking much longer for them to warm up when they come in from the snow."